Strategic Marketing for the digital era
Summary

Ehis program focuses on the changing relationship between customers and brands in the digital era. It highlights the growing prominence of the customer and the challenge companies face in maintaining their brand identity. It focuses on strategies Customer Centric strategies to interact and satisfy customers, offering Brand Management training in an omnichannel context. omnichannel. Participants acquire tools to measure the return on investment in customer acquisition and loyalty, as well as to evaluate the effectiveness of campaigns in different communication channels.

Objectives
  • Learn how to articulate a data-driven marketing strategy.
  • Develop a critical and analytical attitude to successfully lead marketing teams.
  • To provide the theoretical and practical tools necessary for the development and implementation of marketing strategies in the digital context.
Benefits
  • Gain knowledge of brand management in the multichannel context.
  • Acquire tools to measure the cost benefit of customer acquisition and loyalty.
  • Learn how to use data and indicators to measure and evaluate the effectiveness of your campaigns in different communication channels.
General information
DatesLocationInvestment
Edition IJune 17 to 28, 2024Live OnlineUSD $1,850
Teachers
Luciano_Ciravegna_INCAE
Luciano Ciravegna
Ph.D. The Development Studies Institute, London School of Economics
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Luciano_Ciravegna_INCAE
Luciano Ciravegna
Ph.D. The Development Studies Institute, London School of Economics
Contact
luciano.ciravegna@incae.edu
Academic Background
  • M.P.A. University of Oxford
  • B.A. Economic History, London School of Economics
  • Ph.D. The Development Studies Institute, London School of Economics
Teaching in INCAE

Teaching areas:

  • Competitiveness
  • Entrepreneurship
  • Strategy
  • Marketing
  • International Business
  • Policy

Courses:

  • Advanced Marketing
  • Marketing Management 2

Programs:

  • MBA
  • Executive Programs
  • ExMaster in Marketing and Sales
  • Branding and Positioning Strategies
  • Strategic Marketing for the Digital Era
biography

Luciano Ciravegna es profesor pleno y Director de Investigación de INCAE Business School, donde imparte cursos en las áreas de Marketing y Estrategia. Además, es Director de la Cátedra de Agronegocios y Sostenibilidad Steve Aronson, en esta escuela de negocios.

Su experiencia docente incluye cursos para pregrado, posgrado, MBA y programas ejecutivos en negocios internacionales, estrategia corporativa, estrategia competitiva, competitividad y desarrollo, y pensamiento de riesgo empresarial en las siguientes instituciones: INCAE, The London School of Economics, Royal Holloway College, ESCP, Escuela de Negocios Los Andes y Universidad de Hong Kong. 

He has conducted research and consulting work in Costa Rica, El Salvador, Honduras, Guatemala, Nicaragua, Panama, Peru, Chile, Brazil, Colombia, Ecuador, Argentina, United Kingdom, Austria and Italy. He has also worked as a business risk analyst with a focus on Latin American markets.

His academic career and international experience began at the age of 16, when he was admitted to the United World College. He then obtained a degree in Economic History from the London School of Economics and published his undergraduate thesis in Italian as his first book. 

After undergraduate studies, he became a Fellow of St. Antony's College, Oxford University, where he graduated from a two-year research master's program, the MPhil (Master of Philosophy) in Latin American Economics and Politics. 

Posteriormente, obtuvo un Ph. D. en el Instituto de Estudios de Desarrollo de la London School of Economics, con el apoyo de becas de INCAE, el Centro Studi D’Agliano, la London School of Economics y el Consejo Italiano de Ciencias Sociales. 

Durante el doctorado, Ciravegna se desempeñó como consultor en competitividad, clúster y riesgo político en Guatemala y Costa Rica para INCAE-CLACDS; en Londres lo hizo para la consultora de riesgo político Executive Analysis; en Viena para ONUDI, y en Italia para la provincia de Turín. 

He is the author of three books and his articles have been published in top-ranked journals by Financial Times and ABS: Journal of International Business Studies, Strategic Management Journal, Entrepreneurship Theory and Practice, Journal of Business Ethics, Global Strategy Journal and Journal of World Business..

Ramiro Casó
Ramiro Casó
Senior Researcher at INCAE Business School and Ph.D. candidate Rotterdam School of Management
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Ramiro Casó
Ramiro Casó
Senior Researcher at INCAE Business School and Ph.D. candidate Rotterdam School of Management
Contact
ramiro.caso@incae.edu
Networks
https://www.linkedin.com/in/rcaso/
Networks
Academic Background
  • MBA, INCAE Business School
  • Degree in Psychology, Universidad Católica Andrés Bello, Universidad Católica Andrés Bello
Teaching in INCAE

Executive Programs

  • ExMaster in Business Analytics
  • ExMaster in Marketing and Sales
  • Management with Leadership: Personal and Team Leadership
  • Strategic Marketing for the Digital Era
  • Women's Executive Leadership Program
biography

A psychologist by profession, Ramiro Casó has developed his career in two areas: communication and teaching.

In the first, he has worked as a strategic planner in important advertising agencies such as JWT, Publicis, DRAFTFCB and BBDO.

In the teaching area, he started as a professor at the School of Psychology of the Universidad Católica Andrés Bello and at the International Center for Professional Updating of the same university (Caracas, Venezuela). He has recently taught courses on Business Analytics at INCAE Business School (Alajuela, Costa Rica), both in executive masters programs and in open programs.

His work has focused on the development of communication strategies, always using psychology as a starting point, but also on the study and discussion of persuasion as a psychological process and its component variables.

He is currently a Senior Researcher at INCAE Business School.

He is a graduate of the Executive MBA and the Executive Master in Business Analytics and Data Management, both with High Honors.

He is a doctoral candidate (Ph.D.) at the Rotterdam School of Management, Erasmus University, The Netherlands.

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