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
