Program design Advanced Program in Marketing & Customer Management
The Marketing & Customer Management modules offer you the latest scientific insights, techniques and skills to successfully define and implement a marketing policy for your organization. Corporate social responsibility and your organization's social impact are addressed as well. The combination of academic concepts and practical tools enables you to apply your acquired knowledge in practical situations and therefore make an impact straight away.
Participants can attend the modules in this program separately. You can select the topics that align with your career and interests. Each module requires four weeks of preparatory work through the online learning environment followed by three consecutive days of interactive meetings and lectures.
Marketers and business employees collaborate with colleagues in order to create optimum value for both the customers and the company. However, marketers cannot convince customers outside the walls of their organization until they have first convinced the customers inside those walls. Insights from the field of Management Accounting & Control offer important guidelines for the justification and assessment of marketing investments.
- Marketing performance
- Fact-based marketing
- Value-based marketing (generating insight into value creation)
One of marketing leadership’s major challenges is how to embed new marketing insights within your organization. This module therefore addresses the issue of designing for change. Examples include processes such as designing the end-to-end customer experience, pivoting toward a more customer-oriented organization and increasing innovative capacity. Needless to say, we also address the crucial role of marketing in this process and how marketing managers can help to implement change.
- The marketer as the brand leader
- Improving innovative capacity
- Implementing the optimum customer experience
- Company visit with group assignment
The power of the customer experience
Nowadays, products, services and processes are increasingly being digitized, automated and virtualized. The interface between the organization and its customers has therefore become the most important factor and customer contact is also becoming increasingly vital. This module addresses the management of service delivery processes and the latest insights and developments in the field of services marketing. Additionally, you learn how to increase the customer lifetime value (CLV) by assessing your organization’s policies on customer satisfaction, retention and loyalty and drawing up relevant recommendations with a positive impact on the CLV.
- Experience marketing
- Product versus services marketing
- Experiencing the experience: company visit with group assignment
Building a strong brand
Organizations not only communicate with their customers – they also communicate with other stakeholders such as media, government and suppliers. They can ‘win the mind of the customer’ through ads, PR, direct marketing and other forms of communication. This module focuses on the importance of a strong brand both now and in the future. You will learn about the theoretical and the practical aspects of various forms of communication and brand identity, brand positioning and brand image. We discuss and practice new insights into measuring and managing these concepts. You will also gain hands-on experience with modern marketing communications and brand management in an inspiring environment.
- Brand and brand value
- Brand strategy and the brand management process
- Branding in the digital age
- Marketing automation and content marketing
The customer leader’s marketing canvas
Technological and demographic developments are happening all the time, and so customer orientation alone is no longer enough. The customer comes first. Within organizations, this mentality needs to be translated into the coherent application of competencies, resources, activities and media. In this module, you learn how to formulate a strategy that focuses on achieving a long-term customer value proposition and how to ensure that the customer comes first across your entire organization.
- Marketing fundamentals
- The marketing model
Putting customers first within your organization
This module addresses the importance and practical application of good marketing intelligence, and especially customer intelligence. Find out how to integrate structural research and analysis at your organization for better insight into customer behavior, customer needs, and key market trends. During this module, we move from traditional segmentation methodology to the individual consumer experience and market evolution. In doing so, we focus on value positioning and discuss the integration of corporate social responsibility (CSR) in value creation.
- Customer insight
- Digital marketing intelligence
- Customer orientation
Upon successful completion of a module, you will receive a TIAS certificate.