Fuel your brand’s future—led by the Center for Branding

Vanitha Swaminathan, associate dean for research and strategic initiatives and Thomas Marshall Professor of Marketing at the University of Pittsburgh School of Business, recently released a groundbreaking book titled Hyper-Digital Marketing: Six Pillars of Strategic Brand Marketing in an AI-Powered World.

Rapid changes in technology and the rise of artificial intelligence (AI) have heralded the introduction of a new era, which we refer to as the era of hyper-digitalization. This shift has significant impacts on how organizations and enterprises carry out critical functions across various areas, including marketing, information technology, human resources, and others. We are witnessing the transformation of the marketing function, with many traditional roles of marketers being replaced by new roles that depend heavily on cross-functional coordination with multiple areas.

Executive Education: Fast-Track Sessions with the Center for Branding

Take the frameworks from the book straight into action. Our targeted, half-day workshops give you tools, peer learning and hands-on strategy work to accelerate your brand’s hyper-digital transformation.

Why attend?

• Get live, interactive training and discussion on the book’s pillars and how they apply to your business.

• Connect with other senior professionals facing the same challenges—network and learn together.

• Walk away with practical takeaways you can apply immediately, not just theory

Hyper-Digital: Strategic Business and Brand Marketing in the Age of AI Part I 

The rapid acceleration of digital technologies and the rise of artificial intelligence have ushered in a new era—the era of hyper-digitalization. This transformation is reshaping how organizations operate across functions such as marketing, IT, human resources, and more. In marketing specifically, the impact is profound. Many traditional marketing responsibilities are evolving or disappearing, replaced by roles that require cross-functional collaboration, data fluency, and comfort with intelligent systems.

Against this backdrop, Part One of this two-part program equips modern marketers with the foundation they need to navigate these sweeping organizational changes.

Hyper-Digital: Strategic Business and Brand Marketing in the Age of AI Part II (in-person)

Ask about custom corporate training on hyper-digital strategies by emailing brandingcenter@pitt.edu 

As organizations move deeper into the era of hyper-digitalization, the challenge is no longer just understanding the disruptive power of AI—it is learning how to apply it strategically, responsibly, and effectively. Building on the foundational concepts introduced in Part One, Part Two shifts from theory to practice, offering a highly applied, hands-on exploration of how AI can transform modern marketing and organizational strategy.

This course immerses participants in real-world case studies that demonstrate how AI-enabled tools, analytics, and automation can be integrated into the six-pillar framework—purpose, phygital experiences, platform, participation, personalization, and partnerships. Through guided exercises and exposure to practical AI tools, learners will explore how to operationalize each pillar using contemporary technologies.

Workshops & Programs from the Center for Branding

Whether you’re looking to sharpen specific digital-branding skills or engage broadly in strategic brand leadership, the Center provides a suite of workshop offerings shaped for professionals.

Why engage with these workshops?

• Stay current with rapidly evolving tools and strategies in digital marketing, AI, data, and brand experience.

• Earn certification badges and credentials to boost your professional profile and signal your expertise.

• Gain practical, actionable insights ready to be applied in your organisation—not just theory.

• Network with peers and professionals in interactive formats (virtual or in-person).