The transition from strategy to action is a crucial art in marketing. This section equips you with the skills you need to transform your strategic visions into concrete, effective action plans, while maintaining the agility required in an ever-changing marketplace.
Developing agile marketing plans introduces you to modern methodologies such as Scrum and Kanban, tailored specifically to marketing teams. You’ll discover adaptive planning techniques to stay flexible in the face of rapid market changes, as well as the zero-based budgeting approach to optimize resource allocation. Integrating OKRs (Objectives and Key Results) into your planning will help you align your marketing efforts with overall corporate objectives, while advanced collaboration tools will enable you to effectively manage complex marketing projects.
Next-generation Customer Relationship Management (CRM) plunges you into the era of predictive CRM, using AI to anticipate customer needs. You’ll explore hyper-targeted personalization techniques to deliver tailored customer experiences, as well as innovative loyalty strategies that go beyond traditional points programs. Customer Experience Management (CXM) will show you how to create consistent, memorable customer journeys, while integrating social media into CRM will guide you towards a complete Social CRM.
Strategic Product and Service Management introduces you toopen innovation, involving the entire ecosystem in product development. You’ll learn how to optimize your product portfolio, explore thesubscription economy to transform your products into ongoing services, and implement advanced pricing strategies. Design thinking applied to product development will provide you with a user-centered approach to effective innovation.
Finally, branding and building a strong brand will guide you throughbrand archetyping to create a deep, resonant identity. You’ll explore the concept of brand purpose, aligning your brand with strong societal values, and learn how to manage your reputation in the age of social media. Brand co-creation with communities will show you how to actively involve your consumers in the evolution of your brand, while advanced brand equity measurement techniques will enable you to assess the true value of your brand beyond traditional metrics.
