E-LEARNING SOLUTIONS EMPOWERING MARKETING IN A DIGITAL WORLD

Designed by marketing experts and digital industry thought leaders

Delivering an onlinecertification

Offering a face-to-face workshop tailored to your needs

In partnership with

LEARNINGSEVEN

takes a forward-thinking stance by

approaching digital marketing from the

perspective of marketing in a digital world.

OUR PURPOSE ?

Empowering marketers to grasp the

boundless opportunities offered by digital

to succeed in this fast evolving world.

The digital and non-digital worlds have now completely

converged. A new reality has utterly impacted people’s

lives and technology is playing a pivotal role, with

digital completely transforming how we consume and

communicate.

Unsurprisingly, in the business world “evolving customer

behaviour and preferences” are cited as the primary

catalyst for change by more than half of the digital

transformation leaders.

The customer is at the epicentre of this change as is

the organisation of the marketing departments. This

explains why in 1 out of 3 companies, the Chief Marke-

ting Officer leads the digital transformation.

Embracing the new digital culture and implementing

the required changes is crucial to remain competitive.

41% of companies which have embraced these opportu-

nities have already improved their market share.

What will make the difference?

Building the key capabilities.

Now is the time to get in the driver’s seat to lead your

transformation.

René EngelmannDirector of CREA & INSEEC Geneva

Source: Altimeter’s State of digital transformation study (2016)

OUR PERSPECTIVE

Learning7 brings digital fluency through a cutting edge eLearning

programme and an intensive expert workshop with the most up to

date content :

Provided by digital industry thought leaders who ensure a

balanced perspective to the programme.

Shaped by marketing experts to enable marketers to deal with

consumers evolving in this new digital world.

It carries the accreditation of the IAA and is supported by the Education

Groupe INSEEC, one of the leading private education group in Europe.

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The eLearning programme offers an

engaging and stimulating learning

experience, delivered by marketing

professionals through compelling

videos, enhanced by motion design

and interspersed with interactive

exercises.

On completion of the online modules,

successful candidates will be invited

to participate in a one-day expert

workshop to deepen and consolidate

their competencies through direct

contact with the experts and to

challenge marketing concerns

with peers.

PROGRAMME OVERVIEW

LEARNINGSEVEN

We are at a turning point. Mobile usage has soared

and thoroughly surpassed desktop Internet access.

Mobile is now the first screen for consumers. With the

Internet constantly at their fingertips, the mobile has

empowered consumers and is responsible for their

changing behaviour into a so-called omni-channel

experience. From a marketer’s perspective, the essence

of marketing remains the same. However, the consumer

experience is now, more than ever, at the centre of the

activity. To meet the ever-changing digital consumer’s

expectations, adopting a wholly digital mindset is

essential for marketers.

This is the purpose of the Learning7 programme: to

revitalise your knowledge in a digital world, enhance

your marketing skill set and give you the confidence

to leverage boundless digital opportunities. It will also

provide you with a solid foundation on which to build,

as digital continues to evolve and develop.

Marketing has reached new heights: It will keep you

excited for a long time!

Jean-Noël Kapferer

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LEARNINGSEVEN

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LEARNINGSEVEN

SYLLABUS ADVISORY COUNCIL

The Syllabus Advisory Council is comprised of leading practitioners from

the marketing and digital industry. All members have been carefully se-

lected according to their extensive experience across different roles,

industries, cultures and countries.

Being at the forefront of marketing thinking and development, the

Syllabus Advisory Council members are some of the biggest proponents of

incorporating a digital perspective into existing marketing fundamentals

for successful marketing in a digital world.

The Syllabus Advisory Council has the ultimate responsibility to define the

programme framework and ensure that the content is relevant, effective

and up to date.

CERTIFICATION

The Learning7 Certification, validated by our Syllabus Advisory Council, is awarded on completion of the online programme. 3 levels of certification: Completion (50%) / Professional (65%) / Expert (80%)

For the purpose of this «marketing in a digital world» programme, a

quiz has been specifically selected for the assessment. A quiz is a useful

way to gain insight into whether key learnings have been assimilated,

whilst staying engaged, motivated, and evaluating personal achieve-

ments. This quiz consists of 120 questions, split across each module to

ensure ongoing assessment.

The expert workshop can be accessed only once the certification is

granted.

THE E-LEARNING PROGRAMME

Designed in a modular way allowing for a flexible learning approach, the programme consists of

7 modules totalling 30 hours (ECTS credits under assessment).

This module serves as an introduction to the digital world, from both a marketing and

a consumer perspective, setting the scene for the rest of the programme.

You will gain a clear view of the impact of digital on the marketing profession specifically,

identifying key trends in marketing today – and those predicted for tomorrow.

You will get to know the key players and technologies that have re-shaped consumer

behaviour and who have correspondingly revolutionised today’s marketing landscape.

By the end, you’ll have a clear understanding of the challenges and

opportunities which digital presents to modern day marketers.

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MODULE 1

STATE OF THE DIGITAL WORLD

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CHAPTERS

1 Digital has revitalised

marketing fundamentals

2 The consumer at the heart

of the transformation

3 The impact of digital

on the marketing mix

4 The end of mass media?

5 The funnel in the digital age

6 Developing a new marketing

mindset in a digital world

This module will cover the following learning objectives

Understand the paradigm shift in the brand-consumer

relationship in order to leverage it.

Identify how to deal with the media landscape which

has been impacted by digital, with the multiplication

of touchpoints & devices and the rise of new media.

Leverage the new tools & techniques afforded by

digital to understand, reach and connect with the

consumer.

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LEARNINGSEVEN

MODULE 2

MARKETING FUNDAMENTALS

Introduced by

Jean-Noël Kapferer,

Author of

The New Strategic

Brand Management &

Professor at INSEEC

Business School, Paris

2

9

CHAPTERS

This module will cover the following learning objectives

Explain how strategic planning and its different

phases (brand planning, creative planning, media

planning) have been impacted by digital.

Define brand positioning and create brand content

in the digital world.

Leverage the new opportunities of the virtuous

circle of paid, owned and earned media to carry out

a media plan.

MODULE 3

STRATEGIC PLANNING

1 A new perspective

on strategic planning

2 Brand positioning as the

‘raison d’être’ of strategic planning

3 Brand content in the

most creative era

4 Media Planning, last but not least

5 The only constant is change

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Introduced by

Alastair MacLean,

Strategic Planning

Director at Publicis

LEARNINGSEVEN

10

CHAPTERS

1 The impact of mobile on the target audience’s media journey

2 Targeting an audience with socio-demographic and contextual data

3 Targeting an audience with intent data

4 Advanced audience targeting with 3rd party data

5 Advanced audience targeting with 1st party data

6 7 steps to optimize a target audience

7 The big picture

This module will cover the following learning objectives

Understand how to leverage traditional and new

targeting approaches to reach the consumer in a more

precise, efficient and scalable way.

Identify the key targeting technologies and how they

enable intent and advanced based targeting

approaches.

Apply a process to refine your core target

audience further, based on your 1st party data.

MODULE 4

TARGETING & DATA

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Introduced by

Jed Mole,

European Marketing

Director at Acxiom

LEARNINGSEVEN

CHAPTERS

1 Display ads & the

fundamentals of digital formats

2 Native advertising, the holy grail of UX

3 Video, the fastest growing format

4 Emailing, stronger than ever

5 Final advice

for successful campaigns

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This module will cover the following learning objectives

Identify the main digital formats, their characteristics

and their opportunities engendered by mobile.

Select the right format, using the provided tools,

guidelines and surveys to accelerate your marketing

campaigns.

MODULE 5

FORMATS

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Introduced by

Pierre Chappaz,

Executive Chairman

at Teads

LEARNINGSEVEN

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CHAPTERS

1 Google

2 Youtube

3 Facebook

4 Instagram

5 Twitter

6 Snapchat

7 LinkedIn

8 Mobile, a catalyst for platform change

This module will cover the following learning objectives

Understand the platform landscape and the role

each of them is playing in the digital world.

Identify the main products and the targeting

capabilities used to run brand building and

performance marketing campaigns.

Discuss how mobile serves as a

catalyst for platform change.

MODULE 6

PLATFORMS

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Introduced by

Magnus Jern,

President at

DMI International

LEARNINGSEVEN

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CHAPTERS

1 The challenge of the 3 Vs

2 Building a measurement framework

3 Complementary methods for cross-channel attribution

4 From descriptive to prescriptive analytics

5 The end is a new beginning

This module will cover the following learning objectives

Understand the fast evolving measurement landscape

which is defined by greater volume, variety and

velocity of data, as well as new analytical methods.

Construct a measurement framework by making the

connection between marketing objectives and digital

metrics.

Select the right consumer research to bridge the gap

between the digital and cross-channel attribution

models.

MODULE 7

MEASUREMENT

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Introduced by

Dwight Watson,

Global Brand Partner

at Nielsen

LEARNINGSEVEN

UPGRADE YOUR SKILLS

Enrol in the 7 module eLearning program

Get certified

Access the face-to-face

workshops

In partnership with

LEARNINGSEVEN

Route des Acacias 43, 1227 Genève

+ 41 22 338 13 95

contact@learning-7.com

www.learning-7.com

June 2017

EMPOWERINGMARKETING IN A DIGITAL

WORLD