Your online learning journey

Designed to help you grow your relevance and influence within your organization.

Your online learning journey

Designed to help you grow your relevance and influence within your organization.

Unit 1: Marketing’s value to the firm
  • Understand the links between Marketing, Strategy and Finance.
  • Analyze marketing ROI and break-evens.
  • Explore the 4 roles of the marketer.
Unit 2: Customer lifetime value & competing for value
  • Focus on Customer Lifetime Value and how to calculate it.
  • Review of marketing metrics and the different dimensions of competition.
  • Optimize decision making to drive revenues and profitability.
  • Look at different market definitions and their application to achieve greater value.
Unit 3: Understanding customer value
  • Examine the “Job to be done” approach to purchasing drivers.
  • Apply this approach in both B2C and B2B settings.
  • Gather customer insights.
Unit 4: Co-creating & communicating value
  • How to work with customers to co-create value.
  • Provide customer solutions more successfully.
  • Communicate value using brand and value propositions.
Unit 5: Capturing value & organizing for value-based marketing
  • Review value-based pricing and the capabilities required to achieve pricing excellence.
  • How you can organize for value-based marketing.
  • Gain a better understanding of the required capabilities for marketing success and how to measure it.


You will have a dedicated learning coach, making sure you receive a highly individualized learning experience.

Your professional learning coach accompanies you through your 5-week learning journey on this Marketing Management online course. They provide support and feedback as you apply your learning directly into your workplace, where it has an immediate impact.

Their input helps you translate your learning to your particular context. By spreading this feedback regularly throughout the program, you’ll be sure to embed your ongoing learning directly in your daily work.

Your professional learning coach interacts with you via video, in writing, and over the phone. You have calls, spread across the 5-weeks, at intervals that consolidate your learning.

Your learning coach helps you

Define your learning objectives
Review your progress on a weekly basis
Overcome your challenges
Translate what you learn to your own context

Your weekly schedule including interaction with your coach

Acquire knowledge
  • Videos
  • Cases studies


Time commitment: 1-2 hours per week

Connect & Apply
  • Discussion forums
  • Peer review
  • Exercises


Time commitment: 1-2 hours per week

  • Professional coaching
  • Project application in your business


Time commitment: 1-2 hours per week

Take your next step
Get a personal recommendation

Schedule a call with Program Advisor Emma Repo to discuss your career goals and see if this is the right program for you.

Join a free information session

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