Leading Strategic Marketing Decisions with Analytics - Letizia Affinito

Marketing Analytics - Edizione Italiana

- Guidare le decisioni strategiche con il Marketing Analytics -

Marketing Analytics illustra  come i manager possono usare gli analytics per prendere decisioni strategiche e competere con successo nella nuova era dei digital data.

Un programma di quattro settimane interamente online disegnato per offrire una eccezionale esperienza di apprendimento e risultati di valore*.

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* Questo è un programma non tecnico, non richiede conoscenze di coding.

N.B. E’ richiesta una buona capacità di lettura in inglese: i casi di Harvard e la maggior parte del materiale didattico saranno in inglese.

Professor Letizia Affinito

“Letizia Affinito, docente universitario e consulente con oltre 25 anni di esperienza nel marketing strategico, collabora con le aziende per aiutarle a crescere nell’attuale era di trasformazione tecnologica”.

WHY THIS COURSE?

The rising importance of artificial intelligence (AI) is undeniable. About 77 percent of the devices we use today have some sort of AI-enabled feature. And by 2025, the global market for AI is expected to be about $60 billion. That demand has only accelerated in a post-COVID world, as e-commerce continues to grow exponentially and we lean on analytics and AI.

Indeed, fewer than 40% of companies that invest in AI see gains from it, usually because of one or more errors that marketers most frequently make with it.

While at many firms, the marketing function is rapidly embracing artificial intelligence, in order to fully realize the technology’s enormous potential, chief marketing officers must understand the various types of applications, and how they might evolve.

Disegnato sia per i principianti che per i professionisti con un background quantitativo, questo programma fornirà ai partecipanti un’entusiasmante esperienza di apprendimento  sugli strumenti principali per guidare le performance di marketing ed aiutarli a rispondere a domande chiave come:

Come posso guidare le performance di marketing pianificando le metriche appropriate?
Quali sono le metriche e analytics di marketing più importanti  da utilizzare?
Come posso misurare l’impatto dei miei vari programmi di marketing?
Come posso comunicare al meglio i risultati di marketing con il mio team esecutivo e il consiglio di amministrazione?

Il corso di Marketing Analytics è disegnato per manager, imprenditori e dirigenti responsabili dello sviluppo ed implementazione di strategie di marketing online/offline presso aziende di grandi e/o medie dimensioni operanti in settori come largo consumo, auto, farmaceutica, sanità , biomedicale, alimentazione e nutrizione, ambiente, energie rinnovabili.

Inoltre, poiché il marketing analytics trascende i confini funzionali del marketing, il corso può aggiungere valore al profilo professionale di chiunque lavori o voglia lavorare in un ruolo correlato al marketing e contribuire alla creazione di un’organizzazione analitica, o essere meglio attrezzati per competere con gli analytics e non solo per usarli.

Il corso online prevede un numero massimo di 20 partecipanti per tenere alto il livello di interazione all’interno della classe virtuale e con il docente.

In caso di classi aperte, i partecipanti saranno selezionati in base a due criteri: profili idonei a garantire discussioni e collaborazioni di qualità tra i partecipanti; “Primo arrivato”, in base alla data di invio del modulo di candidatura.

Nel caso di corsi corporate, il target, il numero ed il mix di partecipanti saranno scelti dal cliente in base ai propri obiettivi di apprendimento, e ai criteri concordati anche sulla base della nostra esperienza didattica.

I risultati del corso includono:

Identificare e applicare le giuste metriche e analytics per il processo decisionale in ambito sanitario

Inquadrare i problemi in modo analitico attraverso il riconoscimento, l'analisi degli stakeholder e la revisione dei risultati precedenti

Sviluppare la capacità di analizzare, modellare e interpretare i dati da utilizzare per prendere decisioni strategiche migliori

Faculty

Letizia Affinito is an innovative lecturer and speaker with over 25 years of experience in Strategic Marketing Communications Management. She partners with leaders to help them stand out and survive in the current era of disruptive technological change.

Letizia has a Ph.D. in Management and teaches Marketing Analytics/International Marketing at Boston College, Woods, College of Advancing Studies, and Marketing/Management at Saint John’s University.

A true volcano, Letizia is led by an innate sense of curiosity and a great amount of sensitivity to the human implications of management. Her motto is “committed to doing good while doing well”.

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Dettagli del Corso

Prezzo

Euros 650.00 (+ IVA)

Durata

4 weeks, excluding orientation

Frequenza

6-8 ore/settimana di auto-apprendimento interamente online*

Programma

4 zoom meeting (2 ore/settimana)

*L’impegno settimanale consigliato per i contenuti di base è di 4-5 ore, tenendo conto degli stili di vita frenetici dei professionisti che lavorano, con 2-3 ore aggiuntive consigliate per le attività di arricchimento settimanale non obbligatorie, se si ha il tempo.

Testimonials

“We had the opportunity to attend a course on “Marketing Analytics” specifically designed for our Fundraising department. The team enjoyed it a lot, as Letizia was able to transform a challenging subject in something easy to understand and interesting to discuss. We benefited a lot both from the theoretical interactive lectures and the business-related discussions the course has triggered. Letizia selected and prepared very relevant case studies and guided us through engaging discussions showing her expertise in mastering the subject and the dynamics of teaching an online course."
Chiara Aluffi-PentiniMarketing & Fundraising Director, Italian Committe for Unicef non-profit
“Very insightful and full of powerful content. I really found Letizia’s “action orientation” a very useful approach for turning ideas into a concrete follow up to drive change in healthcare.”
Flavia BinettiExc. Director BU Primary Care & Women’s Health, MSD Italy
“The mediocre teacher tells. The good teacher explains. The superior teacher demonstrates. Letizia touches our hearts inspiring us ”
Davide BottalicoDigital Healthcare & Innovation Director – Takeda Italy
“I attended Letizia’s marketing analytics course and found her lectures to be insightful, engaging, and relevant. She shared practical strategies and provided a variety of tools, tips, techniques, templates, that were very useful for me in my everyday work as a marketer.”
Maggie TereszkowskiSenior Director – Digital Marketing & Analytics, Hotellytics
“Letizia’s lectures are a memorable experience. I loved her case studies learning approach since it involves the audience and stimulates analysis and retention of the advanced marketing concepts in an easy and natural way. Her lectures both inspired me to think strategically as well as gave me practical hints relevant for my everyday work as a business analyst.”
Irena PetkovicBusiness analyst, WFP – Rome
“Letizia has been a Keynote Speaker at several of our Digital Pharma events globally. She’s helped our audience of pharmaceutical marketers better understand the challenges in patient-centered digital strategy, how to empower HCP’s to promote and measure patient behavioral change, how to leverage Social Media and work with ePatients, etc. with those topics being merely a sliver of the knowledge she brings to the table. She regularly receives high grades from our audience and is a true Thought Leader in the Healthcare and Pharmaceutical Marketing space. She has been an asset to our events and I look forward to working together on many more!”
Jayson MercadoManaging Director, Digital, ExL Events, a division of Questex
“Thanks for a very good presentation at the Digital Pharma EU! You pinpointed a number of observations relevant for me in my everyday work as a leader. Very insightful and full of powerful content. Some amazing “a-ha” moments for me.”
Tal AtarotCEO, nimbio.ai
“We were delighted to have Prof Letizia Affinito present a webinar on ‘Creating a positive impact on patients and physicians actions through Social Media patient engagement strategies’ for our Fellowship participants. We received excellent feedback from our attendees who found the webinar to be beneficial to their current roles and particularly enjoyed the examples of good media sources for engaging patient in the communication process. The recording of Prof Affinito’s webinar has gone on to become one of our key lectures in the Patient Centred Care Track in our Fellowship Programme.”
International Society of Quality in Health Care
“Letizia supported us with fresh insights and inspiration on a very important benchmarking project which required out-of-the-box thinking as well as pragmatism and actionable solutions. She perfectly customized her speech to our needs and was very engaging during the delivery and facilitation process. This mix of being strategic and tangible at the same time, was very refreshing for me and the team and resulted in a clear roadmap. A very successful cooperation has started since this project.”
Andrea QuadriniGeneral Manager Southern Europe, Hill’s Pet Nutrition
Precedente
Successivo

Struttura del Programma

Settembre 2021

Durata:
4 settimane
Date del programma:
09/06 – 10/03
Costo:
Euro 650 (+ IVA)
Termine ultimo per l’iscrizione:
29 Agosto

*Per concordare data e programma ad hoc inviare una email all’indirizzo onlineteaching@letiziaaffinito.com

 

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Struttura del Corso

This program will provide participants with an exciting collaborative learning experience on the main approaches, tools and proven frameworks to develop and implementing Aritificial Intelligence Strategy capable to create value for organizations and customers, and, the society overall. 

Letizia Affinito will present and discuss some of the main errors marketers often make with AI and share a framework for preventing them while engaging the audience in exploring what are the right steps and approaches to take full advantage of the amazing opportunities the new AI era carries with it.

Drawing on her research, teaching and consulting practices, as well as on the practical experience of managers in medium-large companies worldwide, she presents a new approach to develop and implement a value-driven AI strategy.

It is an engaging how-to/how-not-to program that includes tips, advice, and critical reviews that every stakeholder dealing with AI marketing must have in order to be more effective in making strategic value-driven choices. 

The course includes best practices and leading case histories of successful AI marketing programs in selected arenas.
Audiences will walk away with fresh insights into the technologies, leading case histories, and tools shaping the age of Artificial Intelligence, as well as a tailored to do list on how to redesign their marketing approach, reimagine their roles and reinvent the way they make decisions.

I partecipanti devono completare attentamente tutti e 4 i moduli entro le scadenze stabilite e collaborare con i gruppi assegnati per 4 riunioni sincrone.

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Richiedi informazioni

Contattaci per ricevere informazioni aggiuntive wu questo programma.

 

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Domande Frequenti

Devo accedere alla piattaforma ad un orario prestabilito?

Come funziona il processo di apprendimento?

A questo punto, probabilmente hai qualche domanda e vorresti delle risposte.

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Idoneità all'iscrizione

La nostra applicazione online è gratuita e non è richiesta alcuna documentazione speciale. Tutti i candidati devono avere almeno 18 anni di età, avere una buona conoscenza della lingua inglese e impegnarsi nell’apprendimento e nel coinvolgimento con gli altri partecipanti durante il programma.

Confermiamo l’idoneità all’iscrizione entro una settimana dal ricevimento della domanda.

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Invia la tua candidatura oggi!

Considering the teaching methodology and the interactivity required, for open classes, registration is subject to a selection procedure to guarantee a homogeneous class with a manageable number of participants (max 20).

The online program has a limited number of participants to increase the level of interaction within the virtual classroom and with the teacher.

Participants will be selected based on two criteria:

  • profiles suitable to guarantee quality discussion and interaction “in class”;
  • “first come”, based on the date of receipt of the application form.

The process is fast and simple. After a maximum of five days you will be contacted via e-mail for confirmation with instructions for payment online or by bank transfer.

Invia la tua candidatura ora!

Corsi internazionali nel 2021

Data analytics in healthcare

March 2021 

Length:
4 weeks 

Program Dates:
03/01-03/28 

Cost:
Euros 650,00 (+ VAT) 

Application Deadline:
February 01

Learn more

Physician and Patient Empowerment in the new digital era

April 2021 

Length:
4 weeks 

Program Dates:
04/05 -05/02 

Cost:
Euros 650,00 (+ VAT) 

Application Deadline:
March 05

Learn more

Sustainability Marketing

May 2021 

Length:
4 weeks 

Program Dates:
05/10 -06/06 

Cost:
Euros 650,00 (+ VAT) 

Application Deadline:
April 10

Learn more

Marketing of Innovation

June 2021 

Length:
4 weeks 

Program Dates:
06/14 –07/04 

Cost:
Euros 650,00 (+ VAT) 

Application Deadline:
June 14 

Learn more

Il Nostro Vantaggio Online

La Professoressa Affinito può offrire una value proposition  unica basata sui seguenti quattro elementi:

  • Mix unico di esperienza di management  ed insegnamento 
  • Metodologia di insegnamento online all’avanguardia
  • Collaborazione tra pari e networking 
  • Apprendimento basato su casi di business reali

Immergiti nelle sfide reali affrontate dai leader aziendali in una grande varietà di settori. Ogni corso ti mette nei panni dei dirigenti di Amazon, Netflix e Unilever. Ti confronterai con con gli stessi problemi che hanno dovuto affrontare loro, risolvendo problemi e interagendo con altri manager provenienti da altri settori.
Ogni corso è disegnato e gestito per fornire un’istruzione superiore che sia accessibile a tutti, personalizzata e pertinente. Questo è di gran lunga più efficace dei certificati, soprattutto per il suo target di riferimento, giovani manager e dirigenti alla ricerca di programmi in grado di soddisfare alcune delle esigenze che vengono ulteriormente evidenziate e accelerate dalla crisi attuale:

Enorme esigenza di riqualificazione: le organizzazioni dovranno fornire un supporto migliore ai dipendenti il cui lavoro sta cambiando con l’introduzione incalzante delle nuove tecnologie.
Istruzione basata sulle competenze: mentre l’automazione elimina i lavori di routine, i datori di lavoro sono costretti ad innovare ed offrire nuove opportunità di formazione per migliorare costantemente le competenze dei propri dipendenti .
Esperienza di apprendimento online all’avanguardia: organizzazioni e manager avranno bisogno di programmi online di qualità guidati da un design eccezionale, contenuti pertinenti e piattaforme di apprendimento intuitive sviluppate per rendere l’esperienza di apprendimento più semplice e più connessa.

In sintesi, i nostri programmi esperienziali online  sono uno strumento incredibilmente utile per organizzazioni e individui interessati ad integrare argomenti appresi durante i programmi universitari, o colmare specifiche lacune formative sul lavoro.

Frequently Asked Questions

Participants must attend four synchronous meetings and fully complete all coursework in a thoughtful and timely manner by completing each week’s assignment by the due date and proactively contributing to asynchronous case discussions. Further details will be communicated at the beginning of the program. Participants will be graded as complete or not complete. No grades assigned for Creating Value with Artificial Intelligence.

Participants will have access to videos, readings, and professor’s notes in each previous module as the program progresses. After 60 days from the final deadline, participants will no longer have access to the course materials and the course platform.

At the beginning of the program, several small teams will be organized to participate in more personal discussions on specific topics/cases during the course. Group projects could be included in company programs.

Our online programs do not provide a certificate. Instead, they offer the benefits of tangible progressive learning, as each course is designed to provide a higher education that is accessible, personalized, and relevant for all.

This is far more effective than certificates, especially for its target audience, young managers and executives looking for programs that can meet some of the needs that are further highlighted and accelerated by the current crisis:

Huge need for reskilling: Organizations will need to provide better support to employees whose jobs are changing with the rapid introduction of new technologies.
Skill-based education: As automation eliminates routine jobs, employers are forced to innovate and offer new training opportunities to constantly upskill their employees.
Cutting-edge online learning experience: Organizations and managers will need quality online programs driven by exceptional design, relevant content and intuitive learning platforms developed to make the learning experience easier and more connected. In summary, our Online experiential programs are an incredibly useful tool for organizations and individuals interested in integrating topics learned during university programs, or filling specific training gaps on the job.

Our program does not provide transcripts, diplomas or certificates. One solution is for students to take a screenshot of all the lessons they have completed, keep a journal, and develop an electronic portfolio that documents the work they have done in courses with Professor  Affinito.

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