Digital revolution has spurred organisations to explore the impact of digitization and its context within their industries. Focusing on the impact of technology on marketing, the Rausing Executive Development Centre (REDC) at LUMS conducted a comprehensive 4-day programme on Marketing in the Digital Age from April 2 – 5, 2019.
The Marketing in the Digital Age Programme is designed to enhance the participant’s understanding of the current and potential impact of the digital revolution on one’s industry. The programme also highlights successful marketing approaches adopted by leading organisations to manage the company’s transition to the digital age.
Led by Programme Directors, Dr. Farrah Arif and Dr. Zain ul Abdin Khawaja and supported in teaching by Dr. Ehsan ul Haque, the programme explored modern strategies for crisis management and campaign planning in this digital age. Strategic marketing communication, dynamic pricing and transitioning strategy from offline to online were also topics under discussion.
To provide participants with relevant examples from the industry, Senior Manager Marketing, Amna Asim from Uber joined in as a guest speaker and shared her insights with the participants. The diverse audience from 14 well-known organisations and various market sectors also made for a rich experience for all those in attendance. Experiential learning through case studies, simulation and group discussions of realistic scenarios under the guidance of the dedicated faculty made for an exciting learning experience.
Salman Ahmed Malik, Divisional Head – Digital Marketing, Allied Bank Limited, said of the programme, “It provides an immense insight on the planning and execution of digital marketing strategy tools to measuring the impact of those strategies. The programme helps you in decision-making through real-life scenarios. Imran Rana, Head of Customer Service, Communication and CSR, Pakistan State Oil also appreciated the programme, “Marketing in the Digital Age is one of the finest programmes that helped me to learn and re-learn some of the traditional practices of marketing in new ways in the era of digital communications.”