Master Class Series: Advanced Digital Acumen for Business Communicators

This three -part advanced webinar series, led by Dr. Lilian Ajayi-Ore, Ed.D, lecturer and research scholar at Columbia University, is designed for seasoned professionals aiming to excel in digital communication. In this interactive series, Lilian will guide participants through cutting-edge digital communication techniques, audience engagement strategies, organizational digital transformation and sophisticated performance measurement tools. Central to the course are The Hawke Method and Uses and Gratifications Theory (UGT), both of which will be integrated with broader concepts in digital strategy and transformation to create a well-rounded learning experience. Upon completion, participants will earn a certificate and leave with actionable insights for immediate implementation.

Presenter: Dr. Lilian Ajayi-Ore, Ed.D

Dates:                                                                                              

• 1 November | 9:30 a.m. CT 
• 8 November | 9:30 a.m. CT 
• 15 November | 9:30 a.m. CT 

Pricing:                                                                                              

$375 IABC Member | $525 Non-Member

Register For the Master Class

More About the Master Class

Part 1: Mastering Digital Strategy and Innovation

This session explores advanced digital strategy by blending key principles from The Hawke Method and Uses and Gratifications Theory (UGT). Participants will examine how marketing funnels and advertising channels drive awareness, while also understanding how to cater to specific audience gratifications such as information-seeking, social integration, and entertainment. This session will provide a holistic view of how to create awareness through both marketing strategies and audience engagement.

Learning Outcomes:

• Apply a balanced approach to digital strategy using insights from The Hawke Method and UGT.
• Analyze how UGT can inform audience engagement by addressing their needs in awareness campaigns.
• Identify optimal advertising channels and strategies to effectively reach and engage target audiences.
• Explore trends in the digital landscape that enhance brand presence and meet audience xpectations.

Part 2: Data-Driven Digital Communication and Audience Insights

This session focuses on optimizing audience engagement by leveraging data-driven techniques and balancing The Hawke Method's marketing strategies with UGT's insights into audience behavior. Participants will explore how data can inform communication strategies, identifying audience needs and personalizing content to maximize engagement. Through real-time data analysis and segmentation, attendees will learn how to optimize content based on both business and audience-driven metrics.

Learning Outcomes:

• Conduct audience analysis and segment audiences using data insights informed by UGT and The Hawke Method.
• Personalize digital communication to align with audience gratifications, including entertainment, identity reinforcement and social interaction.
• Use real-time data to adapt communication strategies for enhanced engagement and campaign effectiveness.
• Evaluate how both UGT and marketing funnels impact audience engagement and campaign performance.

Part 3: Digital Transformation and Performance Measurement Excellence

In this session, participants will explore the intersection of digital transformation strategies, performance measurement, and audience engagement. Drawing on insights from The Hawke Method, UGT, and broader digital marketing principles, attendees will learn how to drive organizational digital transformation that fosters audience loyalty and increases campaign success. Emphasis will be placed on how performance measurement tools and data visualization can track campaign success based on both audience gratifications and marketing objectives.

Learning Outcomes:

• Implement digital transformation strategies that incorporate audience insights from UGT and the structured marketing funnels from The Hawke Method.
• Develop digital performance metrics that measure success from both audience gratification and marketing perspectives.
• Create dashboards and analytics models to visualize the effectiveness of digital campaigns.
• Assess how to sustain audience engagement and long-term business growth through data-driven strategies and audience-centric approaches.

Pre-Work

Participants are required to complete assigned readings ahead of each sessions. Information will be provided once registered.