Why this program?
In today’s digital era, increasing digitization and rapidly evolving customer journeys are significantly impacting the way organizations create and deliver value to their customers. To address new customer needs effectively and thrive in today’s dynamic market landscape, leaders must rethink their approaches to value creation and delivery.
The expectations of higher value from personalization is driving organizations across industries to increase their investments in AI. For instance, Ulta Beauty invested in AI technology to offer augmented reality (AR) and virtual try-ons, enhancing the customer experience. IntelligentX, a UK-based brewing company’s AI algorithms use customer feedback about beer preferences to provide suggestions about new brew recipes to the brewmaster.
A 2019 MIT Sloan Management Review Research Study conducted in collaboration with the Boston Consulting Group, involving over 2,500 executives, revealed that 90% of the respondents stated that their companies had invested in AI. However, fewer than 40% of them believed they were able to capitalize on their AI investments successfully. This program provides a strategic perspective on how to rethink marketing, value creation, and delivery through a digital lens. This program is designed to give participants the frameworks, concepts, and tools necessary to drive profitable growth by adopting a strategic approach to marketing in digital environments.
Benefits
During this program, you will:
- Gain insights into how digital advancements are reshaping the marketing landscape.
- Understand how to develop a digital marketing strategy that will help you enhance value creation and delivery.
- Acquire knowledge of the frameworks and tools for successful digital transformation and emerging technology monetization.
- Learn effective ways to execute digital marketing strategies within your organization.
Who should attend?
- Senior or mid-level marketers including CMOs, marketing directors, brand managers, and product managers who aim to leverage marketing to create a competitive advantage.
- Executives and senior managers from all business areas, as well as entrepreneurs, seeking to develop a strategic understanding of marketing transformation for digital environments.
- Digital natives who wish to gain insights into the strategic aspects of value creation and delivery in a digital environment.
Instructor
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Kiran Pedada, Ph.D., Assistant Professor of Marketing, F. Ross Johnson Fellow, Asper School of Business, University of Manitoba
Kiran Pedada is an Assistant Professor of Marketing and F. Ross Johnson Fellow at the Asper School of Business at the University of Manitoba. Previously, Kiran was an Assistant Professor of Marketing at the Indian School of Business (ISB), set up in association with the Wharton School and Kellogg School of Management. In 2018, he was a Visiting Scholar in Marketing at the Kenan-Flagler Business School at the University of North Carolina – Chapel Hill. Kiran has also been on the faculty of the Goldman Sachs 10,000 Women Ambassadors Program. At ISB, Kiran was voted "Teacher of the Year" for 2020 and 2021. BusinessBecause named him one of the MBA Professors to Look Out For in 2020.
Kiran is a member of the Editorial Review Board of the prestigious Journal of the Academy of Marketing Science. Kiran's research is centred on Marketing Strategy, with a focus on the marketing strategies for digital environments, the financial and social impact of marketing, marketing organization, and emerging markets. His research has been published in premier academic journals such as the Journal of the Academy of Marketing Science and International Journal of Research in Marketing, as well as in practitioner journals such as California Management Review and Management and Business Review. His research has also been featured in Forbes, Fortune, and CNN. Kiran co-authored multiple cases on marketing and digital transformation that are available at Harvard Business Publishing.
Kiran earned his Ph.D. in Business Administration (Marketing) from the Rawls College of Business at Texas Tech University, where he won the 2017 Helen Devitt Jones Excellence in Graduate Teaching Award. His doctoral dissertation on international marketing alliance dissolutions in emerging markets won the 2019 AMS Mary Kay Inc. Doctoral Dissertation Award. Before pursuing his Ph.D., Kiran worked in management consulting and corporate strategy.
Upcoming sessions
Future dates
Future sessions of this program are to be announced. Sign up for our email newsletter to be the first to hear about program updates.
Have questions?
Our team is happy to help! Contact us for more details.
You can also find additional details, including our cancellation policy, on our frequently asked questions (FAQ) page.
You can also find additional details, including our cancellation policy, on our frequently asked questions (FAQ) page.
Custom program
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Do you have 10 or more team members who would benefit from taking this program? Many of our open enrolment programs can be customized for your team and delivered exclusively to your organization. Find out more about our custom programs by contacting us today at 204-946-0232 or via email at ExecEdInfo@umanitoba.ca.
Contact us
Sign up for our email newsletter and be the first to hear about program updates from the James W. Burns Executive Education Centre.
James W. Burns Executive Education Centre
2nd floor
177 Lombard Avenue
Winnipeg, Manitoba R3B 0W5
204-946-0232
204-946-0262