Your Learning Journey

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 
Research & knowledge

Are you interested in Digital and its impact on business? Discover the latest insights  by IMD's faculty and research teams.

How has digital disruption affected the way customers shop?

The new face of retail is both increasingly complex and multi-dimensional. If firms are to remain competitive, they must adapt to the new reality.

Will COVID-19 enable full large-scale digital transformations?

Are we witnessing changes that will fizzle out when we go back to a more “normal” way of working or is this a more profound evolution?

More insights on the trendiest C-suite role

The average tenure of a CDO is 31 months, shorter than other C-suite roles. Despite initial support for the CDO, research suggests many companies set up the CDO to fail.

Building agility and flexibility into your supply chain

Supply chains have been under the spotlight in recent months and the future will be no less demanding for them.


IMD complies with applicable laws and regulations, including with respect to international sanctions that may be imposed on individuals and countries. This policy applies to all applications for IMD programs from individuals or organizations, and any commercial or non-commercial partnerships.

IMD business school rankings

Our executive education programs are ranked highly by the world's most influential business publications.

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