1.

DIGITAL AGE INTHE MARKETING F e b r u a r y 2 4 - 2 7, 2 0 1 5

2. 2. @ The digital revolution has created tremendous challenges for businesses across the
world. Since digitalization has significantly increased the velocity of communication,
companies face new challenges, including faster consumer decision making cycles, rapid
diffusion of product innovation and need for effective vigilance of consumers opinion.
The digital age demands a fresh approach towards all the core areas of marketing, such as
digital-native consumers, segmentation, product development, promotion, pricing, going
to the market and relationship building. Marketing in the Digital Age focuses on
effectiveness of marketing in the context of todays evolving digital business
environment. This programme enhances participants understanding of the current and
potential impact of the digital revolution on ones industry. The participants will gain
exposure to approaches and frameworks employed by successful players in the field and
an enhanced ability to manage companys transition to the digital age. Join the
conversation using #mDigitalAge on Twitter. PROGRAMME FEE: PKR 80,000
RESIDENTIAL FEE: PKR 40,000
3. 3. BENEFITS The programme offers deeper understanding of digital perspective of
traditional marketing concepts. In this programme, you will; Understand opportunities
and threats emanating from the digital age Review industry disruption due to digital
trends and emerging business models Recognise digital and marketing tactics for
product development (crowd sourcing etc.) Learn to devise new pricing and
monetisation strategies for evolving products Assess the value proposition of going to
the market via digital, social and mobile channels Understand the mechanics of social
media and viral marketing Learn to manage integrated digital platforms and channels
Understand and strategize for modern crises management in the digital age WHO
SHOULD ATTEND The programme is beneficial for marketing, product and brand
managers and for those managers in the organisation who have always felt the need to
better understand the process of value creation through digital strategy development and
implementation. Managers from FMCGs, TV & media, newspapers, financial services,
marketing communication services and telecom would especially benefit from the
programme. SPECIAL FEATURES Digital Age Marketing experts from the industry
will also share their viewpoint on how digitalization and connectivity has redefined
marketing concepts and how the companies have incorporated these in their business
models. One of the key elements of the experiential approach of the programme is an
integrated project. The objective of the project work is to familiarize the participants with
the tools and techniques prevalent in social media and modern digital marketing. This
rich and vivid experience will allow the participants to immediately employ the
knowledge and learning gained from the programme in a practical way.
4. 4. APPLICATION PROCESS We encourage you to apply early because class size is
limited and enrollment is on a first come first served basis. To apply to the programme,
participants are required to submit an online application form at our website:
http://redc.lums.edu.pk/calendar.php If you require any assistance while applying online,
please do not hesitate to contact us. Marketing Manager Rausing Executive Development

Centre Lahore University of Management Sciences Tel: +92-35608243, 35608119 0r

35608333 Email: rec@lums.edu.pk PROGRAMME AND RESIDENTIAL FEE The
programme fee of PKR 80,000 includes tuition cost, reading material, tea and lunch
served during the programme. If you wish to avail accommodation at LUMS, there will
be additional fee of PKR 40,000. It includes lodging, breakfasts and dinners for the
duration of the programme. For information regarding our accommodation, discount and
refund policies, please visit our website: http://redc.lums.edu.pk PAYMENT After
screening, an acceptance letter along with an invoice will be sent to the
participant/sponsoring authority. Payment is due upon receipt of the acceptance letter
along with the invoice. Please ensure that the payment reaches the office BEFORE the
start of the programme. Seat in the programme may only be ensured after we receive the
fee. Our preferred mode of payment is by cheque/bankers draft payable to Lahore
University of Management Sciences. Please mail the cheque to: Marketing Manager
Rausing Executive Development Centre Lahore University of Management Sciences
Opposite Sector U, DHA, Lahore Cantt. - 54792, Pakistan. Tel: +92-42-35608243,
+92-42-35608119 & +92-42-35608333 * LUMS is a non profit organisation under
section 2(36) of the Income Tax Ordinance 2001. Accordingly, under section 100C (2)
(d), the Income of LUMS is not tax deductible/collectible. Note: REDC may cancel or
postpone a programme due to insufficient enrolment or unforeseen circumstances. In this
case, University may refund registration fee and is not responsible for any other related
charges/expenses including cancellation/change charges by airlines and travel agencies.
In case of postponement, the fee may be transferred to the rescheduled offering of that
programme or any other programme as an alternate to refund. The University reserves the
right to make changes in its programme policies and fees at any time. PROGRAMME
DIRECTOR Farrah Arif Assistant Professor, Marketing and Innovation PhD, University
of Cambridge, Judge Business School Dr. Farrah was awarded the Brenda M. Derby
Memorial Award at the AMA Marketing & Public Policy Conference to recognise the
policy implications of her research. She has published research articles and cases in
international journals including Journal of Business Research, Journal of Research for
Consumers and Asian Case Research Journal. Dr. Farrah has been teaching in business
schools (Pakistan and abroad) since 1999. Currently, she teaches Marketing Strategy,
Consumer Behavior & Marketing Research, and New Product Development. She is
actively involved in the executive education and has delivered executive programmes for
MNCs and local companies including Telenor Pakistan, Packages Limited, Bulleh Shah
Packaging Limited and Coffey International Limited. CO-PROGRAMME DIRECTOR
Zain-ul-Abdin Khawaja Assistant Professor, Marketing and Communication PhD, Florida
State University Dr. Zain has a PhD in New Media Communication from Florida State
University as well as a Masters in Media Communication and an M.B.A. During his
doctoral research Dr. Zain developed a language free patient communication
methodology for physical therapy patients in the United States. The Natural User
Interface based solution used the Microsoft Kinect 3d sensor to enhance observational
learning in patients with significant improvement in patient results. He has also worked
on a U.S. National Institutes of Health (NIH) grant developing training systems for
clinicians, has had multiple papers accepted over the years at the annual U.S. Centers for
Disease Control (CDC) conference, the International Communication Association
conferences, the European Association for Health Communication conferences as well as

top awards at the Annual U.S. DCHC conference. Dr. Zain currently sits on the advisory
boards of 6 companies and has trained corporate organisations like Pepsi Thailand,
Telenor, Fanta, Reflexion and several others. Dr. Zains current areas of research interests
include development communication, health communication and social marketing. He is
currently working with his research group to empirically test the efficacy of social health
marketing campaigns in Pakistan and plans to map the effect of social media on the
development of health information systems, information seeking behaviors on health
topics and new media technology interventions for womens health.
5. 5. Managers responsible for the marketing / branding decisions should definitely attend
this programme. It provides a detailed insight into the approach that should be adapted
for a successful venture in digital marketing. Kashif Rehan Ufone Pakistan
http://redc.lums.edu.pk Rausing Executive Development Centre (REDC) Lahore
University of Management Sciences Opposite Sector U, DHA, Lahore Cantt. 54792 Pakistan Tel: +92-42-35608243, 35608119 & 35608333 Fax: +92-42-35722691 | Email:
rec@lums.edu.pk /redc.execed /lumsredc/in/lumsredc