Programme Content
Unit 1: Marketing transformation through digital Unit 2: Reshaping customer journeys Unit 3: Building digital products and partnerships Unit 4: Transforming market access Unit 5: Customer centricity and customer insights Unit 6: New approaches to segmentation Unit 7: Big data and AI in marketing Unit 8: Content marketing and customer advocacy
Learn how digital and AI are transforming marketing.
Comprehend a framework mapping five pathways to create value for customers in novel ways.
Deep dive into the key elements of customer experience (CX).
Discover how digital has transformed the customer journey.
Map your customers’ journey to identify gaps and drop-off points.
Apply the seven design principles and associated tools to create a new journey with memorable moments across it.
Learn the components of customer value and how firms combine them in different ways.
Examine how to use digital to transform customer value through products and partnerships.
Recognize how digital can create value by adding intelligence to products.
Explore two ways to integrate products from multiple ecosystem partners.
Comprehend the challenges behind product and service integrations.
Create a competitive advantage by using digital to reach niche segments and build ecosystems.
Identify market segments that you could reach and serve better.
Familiarize yourself with the critical success factors for building communities and platforms.
Evaluate the challenges behind targeting niche segments and creating ecosystems and find out how to avoid pitfalls.
Grasp the fundamentals of customer centricity in the context of digital and AI.
Learn about the methods of generating unique insights on customer needs through data.
Apply the seven channels for generating customer insights to your context.
Understand the five steps of the segmentation process.
Apply two segmentation methods to your customer base.
Understand how data and analytics are changing traditional segmentation to hyper segmentation and hyper targeting.
Identify areas where the application of AI and analytics can transform your segmentation.
Understand how big data is impacting marketing and how it is used.
Identify optimal metrics for assessing marketing ROI.
Differentiate between data-based and intuition-based decision making.
Explore AI, its application in marketing, as well as its capabilities and limitations.
Examine best practices of AI in marketing.
Learn about the strategic role of content marketing and different types of content you can use along the customer journey.
Explore how the use of customer advocacy can enhance brand awareness and help to overcome barriers to adoption.
Apply a practical five-step model for engaging communities and disseminating messages.
Design a content strategy.
