About the Program

Today’s marketers face a constant proliferation of marketing channels, the growing power of connected customers and an explosion of new digital tools. To succeed, marketers must be able to plan, implement and measure the impact of digital strategies and integrate them with traditional marketing and business goals.

Digital Marketing: Data Visualization & Smarketing teaches professionals about key digital marketing channels and available strategies. In this four-session program, participants will learn how to think strategically and develop an ROI-based marketing plan that will identify what’s right for your customer and your organization. They will also explore the collaboration between sales and marketing to better identify prospects, connect with them, and shorten the sales cycle.

The course is designed for professionals who want to master the fundamentals of digital marketing strategies and current digital marketers who want to learn the latest concepts. Digital Marketing: Data Visualization & Smarketing is ideal for professionals responsible for developing and implementing marketing strategy in B2B and B2C companies. It also is well suited for those who develop or lead digital marketing for client companies.

Logistics

Location: This program will be held via Zoom.

Session Dates and Topics

Sessions will be held from 9 a.m. to noon ET via a secure Zoom meeting.

May 11: Digital Marketing Strategies
May 12: Building and Measuring your Customer Experience
May 18: Mobile Marketing
May 19: Smarketing

Overview of Sessions

In Digital Marketing Strategies, participants will explore using digital strategy for innovation. They will learn how to turn analytics and data into insights that will inspire effective storytelling. In addition, there will be discussion around activation channels and how to choose which activation channel best meets your business goals.

Customer experience, also known as CX, is your customers’ holistic perception of their experience with your business or brand. The better the experience, the more likely your customers are to repeat interactions and tell their friends. In Building and Measuring Your Customer Experience, participants and facilitators will explore key fundamentals when designing the User Experience, a critical part of the holistic CX, and then measuring the success of your efforts.

Mobile Marketing is where content and technology intersect to inform a more nuanced understanding of your customers and more effective targeting of marketing communication. The discussions will center on how customers are more connected; influence is democratized and how what is trending can shift in a moment.

Finally, the program concludes with Smarketing. Participants will leave knowing how to integrate digital marketing with your offline strategies and traditional media. They will understand the power of testing and targeting in digital marketing and learn how to determine the skill sets required for their own digital initiatives in a sales and marketing manner.

Facilitators

Vice President, Business Intelligence, Harmelin Media; Instructor, Digital Innovation in Mobile Marketing and Communication at the Fox School of Business.

Greg Ebbecke has spent the bulk of his career advocating for the unification of digital and traditional media planning under the umbrella of a single, data-driven marketing strategy. As Vice President, Business Intelligence, he is currently leading efforts to optimize the flow of information from first-, second- and third-party sources in pursuit of more strategic media deployment and actionable reporting. Greg holds a BS in Business Administration from Villanova University and an MBA with a concentration in Information Technology Management from Temple University.

Senior Vice President, Market Leader for Centric Bank’s Lancaster County Loan Production Office; Project Executive, Fox Management Consulting, Fox School of Business.

Bill Kitsch is responsible for bringing “food-centric” banking services and agribusiness relationships to Pennsylvania farmers, agricultural support industries and food producers and processors, In addition, Bill serves as Treasurer of Pennsylvania Association for Sustainable Agriculture (PASA). He is a veteran of agribusiness banking in southeastern Pennsylvania, with 17 years of experience in the industry, most recently with MidAtlantic Farm Credit as Vice President, Regional Lending Manager. Bill holds an MBA from Millersville University, a BS in agribusiness from Delaware Valley University, and is a graduate of ABA Stonier Graduate School of Banking.

Assistant Professor, Marketing, Fox School of Business; Academic Director, MS-Marketing Research & Insights; Managing Director, Center for Fox Executive Education.

At the Fox School, Sheri Lambert teaches a variety of graduate-level marketing courses, including Consumer and Buyer Behavior, Market Strategy, and Digital Innovation in Product Management and Branding. Prior to joining the Fox School, she served as Chief Marketing Officer at Big Sofa Technologies and a member of its Global PLC Board. She maintains over 25 years of executive management and high-level experience, including years of market research consulting engagements in both consumer and B2B sectors across a wide range of industries and methodologies. Sheri received her Master of Business Administration from the Stephen M. Ross School of Business at the University of Michigan, and a Bachelor of Science in Industrial Engineering from Purdue University.

Assistant Professor, Management Information Systems; Academic Director, MS-Digital Innovation in Marketing; Assistant Academic Director, Online Programs; Dean’s Teaching and Honors Faculty Fellow, the Fox School of Business.

Prior to joining the faculty at the Fox School, Amy Lavin spent years implementing technology across North America and assisting clients with process analysis, redesign and deployment. She completed her Ed.D in education administration from Temple University’s College of Education in 2019. She earned her MBA and BBA degrees from the Fox School. She also holds a direct marketing certificate from Pennsylvania State University.

Digital Badge

Participants who complete the workshop will receive a Digital Badge of Completion from Temple University, suitable for adding to a resume and sharing via social media.

Program Fee

Fee is $1,375 per participant; $1150, per participant for Temple alumni. Group rate discount available. Contact Rich Morris at 215-204-3990 or rmorris@temple.edu for information.