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Syllabus: Winter 2016: 3-Day Immersive Program

February 23 – 25 IAB Ad Lab, 116 East 27th Street, 8th Floor

February 23 Digital Strategy & Customer Experience 8:30 - 9:00 AM Welcome 9:00 - 12:00 PM Business Strategy for Digital Advertising & Media (Faculty: Rebecca Kaykas-Wolff) 12:00 - 1:00 PM Lunch 1:00 - 4:30 PM Winning Approaches to Digital Branding & Positioning (Faculty: Simon Bradley) 5:00- 6:00 PM Evening Networking Event

February 24 Harnessing the Power of Digital 9:00 - 12:00 PM Storytelling for Digital Advertising (Lauren Talamini & Katherine Manderfield) 12:00 - 1:00 PM Lunch

1:00 - 4:30 PM The State Of Innovation: The Tech & Trends Revolutionizing 21st Century Customers, Products and Business Models (Faculty: Christina “CK” Kerley)

February 25 Measurement & Execution 9:00 - 12:00 PM Business Analytics/KPIs: Measurement & Best Practices (Faculty: Matthew Goldstein)

12:00 - 1:00 PM Lunch 1:00 - 4:30 PM Transformation & Change Management in Digital (Faculty: Keith Grossman)

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Winter 2016: Course Modules

Digital Strategy & Customer Experience

Business Strategy in the Digital Age Faculty: : Rebecca Kaykas-Wolf Director, Data Management Platform Product Marketing, Oracle Learn how to be strategic by reinventing business models and managing through disruptive innovations. Through interactive, hands-on exercises, you will learn a framework for quickly recognizing business and revenue opportunities, and for creating a sustainable competitive advantage.

Areas of focus include:

• Understanding historical strategic frameworks and why they are no longer sufficient

• Case studies of alternative strategies employed by leading firms

• Key implementation issues

• Ways to manage and measure strategic success

Winning Approaches to Digital Branding & Positioning Faculty: Simon Bradley, VP Marketing, North America, Virgin Atlantic Airways

The goal of this module is to give you a clear understanding of how to effectively position a brand amongst the competition and develop a structured approach to marketing it. Learn how to ensure a solid marketing foundation to a strategy which can inform execution and tactics and ultimately performance.

Areas of focus include

• Establishing objectives

• Segmentation and audience analysis, differentiation from the competitive set

• Developing and maintaining a clear brand position and avoiding ‘brand drift’

Syllabus continued on next page

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Harnessing the Power of Digital Unleashing the Power of Storytelling for Digital Advertising Faculty: Lauren Talamini, Content Strategist, T Brand Studio, The New York Times & Katherine Manderfield, Head of Production Team, T Brand Studio, The New York Times Technology changes everything about how stories are expressed and distributed, but does it change our basic need for knowledge, truth and the trusted voice? Learn how storytelling is used to attract, engage and grow customers in the digital age. You will examine the art and science of enchanting an audience and explore how storytelling is at the heart of branding. Taught by a leading executive in charge of storytelling at one of the most trusted global news organizations, participants will learn how these organizations leverage data, multimedia and new technology to make stories even better.

Areas of focus include

• Cross platform storytelling

• Video's critical role

• Leveraging technology

• Platform strategy

• Branding & Engagement

The State Of Innovation: The Tech & Trends Revolutionizing 21st Century Customers, Products and Business Models Faculty: Christina “CK” Kerley, Innovation Speaker & Specialist

Steer through the maze of technologies that are igniting spectacular innovation—and driving stunning levels of disruption—across every single industry. Coving 10 emerging technologies and 6 mega-trends, you will learn of myriad growth opportunities, gain visibility into what’s coming next, and grasp what it takes to win in today’s modern marketplace dominated by remarkable, relentless change.

Areas of focus include

• Meet The 21st Century Customer: mobile’s biggest change isn’t a new set of devices, but an entirely new set of customer behaviors

• From Smartphones To Smart EVERYTHING: IoT’s smart sensors begin connecting everything—and turn the physical world into the new digital channel

• The Next-Gen Web: with the onslaught of augmented reality, virtual reality and holography, the Web is readying for a huge makeover… rife with remarkable new opportunities.

• The Rise of (Smart!) Machines: from AI assistants that that manage your daily life to machines that save our lives, robotics and AI move us from the information age to the intelligence era

• The Data-Driven World: The datafication of our world transforms products, experiences and entire companies as big data becomes the BIG competitive advantage

• Hi-Tech Health: between wearables, ingestibles and implantables the human body is now technology’s newest frontier

• Specific Technologies Covered Span: mobile, wearables, The Internet of Things, hi-tech health, augmented reality, virtual reality, holography, big data, artificial intelligence and robotics

Syllabus continued on next page

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Measurement & Execution

Business Analytics/KPIs: Measurement & Best Practices Faculty: Matthew “MSG” Goldstein, Consultant, Harnessing the power of data and analytics is critical to competing in the age of digital media. While many organizations collect enormous amounts of data, few have the talent, processes and structure to turn it into competitive advantage.

Areas of focus include:

• Framework and best practices for how to think about and manage consumer data in an organization

• Understand how data impacts consumer experience, product development and advertising

• Examine best case examples of how leading organizations manage and gain competitive advantage through data strategies

Transformation & Change Management in Digital Faculty: Keith Grossman, Publisher, Bloomberg Digital Most successful individuals fail to evolve due to one simple fact: people truly hate change. Why should someone alter the behaviors that have provided success to date? Areas of focus include:

• Identify moments that may change existing revenue streams and ultimately force industry shifts

• Recognize blind spots in one's behavior or attitude to shifting trends and opportunities

• Learn how to lead through change