Marketing in the Digital Age

Rausing Executive Development Centre, LUMS

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+92 42 3560 8243 +92 42 3560 8119

The digital revolution has created tremendous challenges for businesses across the world. With the increase in velocity of communication, companies are now facing a new set of 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 (MDA) 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. 


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 strategise for modern crises management in the digital age



  • Digital marketing experts from the industry will also share their viewpoint on how digitalisation 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 familiarise 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.


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 Telecoms would especially benefit from the programme.


"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

"The programme provides an immense insight on planning to execution of digital marketing strategy, tools to measure it and helps you in decision making through real life scenarios."

Salman Ahmed Malik - Allied Bank Limited


Programme Fee TBA
Residential Fee TBA

* Programme fee 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. It includes accommodation, breakfasts and dinners for the duration of the programme. However, any extra charges such as telephones, extra meals etc should be paid on departure. You may check-in on the evening preceding the start date of the programme and check out the morning after the programme ends. You are, however, requested to inform us of the time of your arrival and departure.

We offer single bed accommodation at the Rausing Executive Centre. Each bedroom with attached bathroom is equipped with mini-fridge, writing desk and direct dial STD/ISD telephone and cable TV. All bedrooms at REC are internet-ready. Please note we do not provide accommodation for drivers accompanying participants.

Applications will be screened with regard to their suitability for each programme. Kindly ensure that your complete online application form reaches the office by the deadline. Incomplete application forms will not be entertained.

*Seat in the programme will be reserved on a first-come, first-served basis.

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. Space 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. Personal cheques will not be entertained. However, the programme fee can also be paid via bank transfer.

Please send the cheque to:
Marketing Manager
Rausing Executive Development Centre
Lahore University of Management Sciences
Sector "U", DHA, Lahore Cantt. Lahore - 54792
Tel: +92-42-35608119-8243

*LUMS is a not-for-profit organisation under the Income Tax Ordinance 2001. Accordingly, the income of LUMS is not tax deductible/collectable.

If more than two executives from the same organisation participate (up to a group size of 5 participants) in a programme, each additional participant after the first two gets a 20% discount on the programme fee.

If you are unable to attend a registered course, we will accept a substitute until 2 working days before the programme. Substitute candidates will be subject to the same selection process as the original one. If you wish to cancel your name from a programme, please notify in writing or on call at least 5 working days before the programme. In case of late cancellation, course fee will be refunded after deducting an application processing fee of PKR 20,000.

It is possible to transfer deposited fee to any open enrolment programme within 3 years. Transfers should be notified at least 5 working days before the programme. In case the participant or sponsoring organisation fails to utilise the funds within 3 years, the deposited fee will be forfeited.

Note: REDC may cancel or postpone a programme due to insufficient enrolment or unforeseen circumstances. In this case, university will refund registration fee but will not be responsible for any other related charges/expenses including cancellation/change charges by airline 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.