Marketing in the Digital Age focuses on effectiveness of marketing in the context of today’s evolving digital business environment. Join the conversation using #mDigitalAge on Twitter.

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

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 today’s evolving digital business environment. This programme
enhances participants’ understanding of the current and potential impact
of the digital revolution on one’s industry. The participants will gain
exposure to approaches and frameworks employed by successful players
in the field and an enhanced ability to manage company’s transition to
the digital age.
Join the conversation using #mDigitalAge on Twitter.
PROGRAMME FEE:
PKR 80,000
RESIDENTIAL FEE:
PKR 40,000

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. 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/banker’s
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. Zain’s 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 women’s health.

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
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