Your online learning journey

Designed to help you recreate customer value through digital.

Your online learning journey

Designed to help you recreate customer value through digital.

During this eight-week journey, you will gain a comprehensive view of how digital is transforming marketing and creating new ways of delivering value for customers. You will explore five pathways focused on leveraging digital to create value propositions and change the competitive game.

The program provides practical and concrete ideas, insights and learnings that you can apply to your own context and organization. Supported by your professional learning coach, you will map out where you are in the marketing journey and create a plan for how your company can transform customer value.

Unit 1: Marketing transformation through digital
  • Familiarize yourself with the main concept of the “Digital House” and the associated “Driveway” introduced in the program.
  • Learn about the five pathways for creating value that the Digital House consists of.
  • Differentiate between the mandatory foundation and the four optional pathways.

 

Unit 2: Reshaping customer journeys
  • Map the customer journey that your company offers to its customers.
  • Explore various ways of engaging with your customers during different parts of the journey.
  • Identify gaps and drop-off points and create a memorable moment to offer to customers.

 

Unit 3: Building digital products and partnerships
  • Explore how to use digital to transform customer value through products and partnerships.
  • Explore two ways to integrate products from multiple ecosystem partners.
  • Apply the concept of the “next best alternative”.

 

Unit 4: Transforming market access
  • Identify the critical success factors for building communities and platforms.
  • Assess any market segments that you can identify, reach and serve better.
  • Be aware of mistakes that companies make when attempting to reach niche segments and create ecosystems.

 

Unit 5: Gaining and leveraging customer insights
  • Use the three digitally enabled methods to generate unique insights on customer needs.
  • Identify the seven channels for generating customer insights.
  • Apply the seven channels for generating customer insights to your context.

 

Unit 6: New approaches to segmentation
  • Apply the two segmentation methods to your own context and segment your customer base.
  • Explore areas in your context where the application of AI and analytics can transform the way you segment your customers.
  • Recognize the five steps of the segmentation process.
Unit 7: Content marketing & advocacy
  • Map the different phases of your customer journey and identify content that you can assign at different parts of the journey.
  • Apply a five-step practical model for engaging communities and spreading messages.
Unit 8: Marketing data & AI
  • Explore AI, its capabilities and limitations.
  • Identify optimal metrics for assessing marketing ROI.
  • Analyze challenges related to evaluating marketing performance.

Coaching

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

Your personal coach accompanies you through your 8-week learning journey on this Marketing Strategy in the Digital Age 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 coach interacts with you via video, in writing, and over the phone. You have calls and written feedback spread across the eight 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

Progress
  • Professional coaching
  • Project application in your business

 

Time commitment: 1-2 hours per week