25 August, 2025
by OVERVIEW
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Valencia, Spain — 27–29 November 2025. ICMarkTech 2025 will host a 30-minute workshop by Prof. Dr. Marc K. Peter (HES-SO) titled Digital Transformation Applied to Marketing. The session examines how established digital transformation frameworks can be put into practice through marketing to deliver measurable go-to-market outcomes. The format is concise and applied. Participants will leave with a clear checklist to align customer journeys, data readiness, platform choices and core processes with growth objectives.
The workshop draws on Prof. Peter’s Digital Transformation Canvas and on his book The Digital Transformation Canvas (FT Publishing/Pearson, 2024). The canvas brings strategy, technology, data, process design, digital marketing and organisational culture into a single, practical view. It helps teams move from diagnosis to execution and continuous improvement. The session will show how digital marketing acts as a catalyst within this journey and how to link channel strategy, content, marketing automation, e-commerce, CRM and analytics with product and service delivery.
AUDIENCE
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Audience. The workshop is relevant to marketing and go-to-market leaders, product managers, transformation and innovation managers, researchers and postgraduate students who focus on strategy, analytics, customer experience and growth.
STRUCTURE (30 MINUTES)
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Structure (30 minutes).
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Digital transformation: frameworks and terms
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Digital marketing as a key success factor for go-to-market
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Guided discussion on aligning marketing with transformation roadmaps
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Guided discussion on emerging research questions
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Wrap-up and next steps
ABOUT THE SPEAKER
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Marc K. Peter is a Professor at the University of Applied Sciences and Arts Western Switzerland (HES-SO) and the author of the FT Publishing book The Digital Transformation Canvas (Pearson, 2024). Previously, as General Manager and COO of LexisNexis Pacific, he led a six-year, organisation-wide digital transformation with 380 employees. His international career includes senior roles at LexisNexis (UK/Ireland and Asia-Pacific), E*TRADE Australia and eBay International. He is Adjunct Professor at Charles Sturt University and teaches in executive programmes at Rochester-Bern (University of Rochester NY and University of Bern) and the University of Basel. Visit www.digitalprof.com for further information.
REGISTRATION
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Prospective participants are invited to register for ICMarkTech 2025 in Valencia (27–29 November 2025) via https://icmarktech.com/registration/ . The workshop time will appear in the official programme and the delivery format will be confirmed soon.
STATUS
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Details remain provisional pending final confirmation and speaker approval.
MORE INFORMATION
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For detailed information, please visit: www.icmarktech.com
🧭 Join us in Valencia to be part of a vibrant community exploring the transformative power of technology in marketing.
