Technology has turned into a requirement for the survival for any communications business, with customers seeking interaction with brands through social media platforms.

The data that now determines everything that happens in the world of business, has offered a way to evaluate focal performance metrics. However, the impact of digital channels on the future of organisations’ strategies can be severe. 

To address these concerns, Saïd Business School at the University of Oxford has begun a new initiative, the ’Oxford Digital Marketing: Disruptive Strategy Programme.’ The programme stretches over eight weeks and is designed to enhance the practical skills and ideas that marketing professionals and business leaders need to have in order to ensure growth and evolution for their companies. 

Andrew Stephen, professor at the Saïd Business School, says, "The customer experience is continually being shaped by new and increasingly advanced technologies, such as artificial intelligence, social media, and intelligent voice assistants, that are disrupting marketing practice as we know it. In the fast-changing digital world we now live in, the best marketers will be the ones who can develop and implement strategies that leverage new technologies to generate superior value for their customers and organisations.”

The focus of the programme will be on the main trends and influences the communications industry experiences and will face in the future. Furthermore, it will explore the psychology of consumer behaviour in a digital setting, explore how organisations can create value with marketing, how to align digital channels with business goals and how to integrate technology into marketing strategies.

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