Diploma in Marketing & Customer Experience

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Diploma in Marketing & Customer Experience

DURATION OF STUDIES

96 hours

LANGUAGE OF TEACHING AND ASSESSMENT

Greek

START DATE

October 2021

ATTENDANCE

Online & On demand

LOCATION

Athens, Greece

ACADEMIC PARTNER

Description

In today’s competitive and demanding market, it is essential that every business develops the best knowledge for its customers. The Diploma in Marketing & Customer Experience of IST College, aims at providing specialized training in Marketing and covers important aspects such as Marketing planning, Internet Marketing, Marketing promotion and communication, Customer relationship management. Also, the basic concepts of Customer Experience will be taught as excellent overall customer experience is always the big goal of any company or organization that seeks to create efficient relationships for a long time.

Objectives

The Diploma in Marketing & Customer Experience develops a comprehensive overview of the activities, which manages the Marketing operation as well as the entire purchasing path of a consumer, recording the formation of the customer experience.

The program provides participants with the opportunity to:

Understand the basic concepts of Marketing operation and its importance in the operation and development of the business
To analyze the Marketing environment (Microenvironment and Macroenvironment of the company).
Understand how Marketing can be used to highlight the quality and value of products, brands and services.
To design and implement a complete Marketing plan
Understand the concepts of segmentation, targeting and placement
Understand consumer behavior and customer value
Focus on key Digital Marketing strategies for effective communication with today’s online customers
Promote and increase sales through the planning and coordination of promotions
Analyze the characteristics and purchasing behavior of industrial markets
Understand the different types of customers
Understand the critical role that digital technology now plays in the excellent customer experience
Understand Customer Journey and customer contact points
Apply various techniques to optimize the customer experience

Types of skills and abilities developed in the program:

Understanding human interaction
Precise project design and management
Decision making
Analytical thinking
Contact
Change Management
Creativity
Critical Thinking
Problem Solving

Benefits

Through an in-depth understanding of Marketing and Customer Experience, you will acquire the tools and business mentality needed to succeed in the business environment as well as the ability to differentiate yourself and your company from your competitors.

Upon completion of the program you will be able to:

Understand all the functions, processes and evolution of Marketing
Understand how the environment can influence the consumer’s purchasing decision
Analyze the basics of product marketing mix, pricing, promotion and distribution channels
Understand the basics of Strategic Marketing planning and Marketing research techniques while learning about the competition
Understand the dynamics of buyer behavior at both the consumer and organization level
Know how to segment the market so that efforts are directed to customers and potential customers with the highest profitability
Learn current trends and apply best practices in digital marketing
Understand customer perspectives and psychology and influence decision-making to provide customized products and services
Gain a deep understanding of the power of the customer experience
Get the tools to develop a successful excellence program for the customer experience in your company
Improve customer satisfaction
Improve customer retention
Improve the capabilities for upselling and cross-selling

Lecturers

The presenters of the program are distinguished professionals with many years of experience in the field of Marketing and extensive teaching experience making the program unique in providing specialized and practical knowledge.

Curriculum Structure

Understanding Marketing

Marketing Concept and Philosophy (Definition)
Marketing Mix: Product, Price, Place, Promotion
Modern Marketing: Traditional & Digital
Marketing Plan
Designing and Executing a Marketing Plan (Marketing Programs)

Analysing the Marketing Environment

Μicro / Macro Environment of Marketing
Market Research Methods
Competitive Landscape
Strategic Models: SWOT, PESTLE

Strategic Marketing

Differences in Strategy vs Tactics
Segmentation
Targeting
Positioning
Competitive Advantage & Κey Strategies

Understanding Customer Profiling & Experience

Customer Profiles (Personas)
Value Proposition
Key Messaging
Branding

Customer Experience

Understanding the Benefits of Customer Experience (CX Framework)
Customer Journey Mapping
Digital Customer Experience
The four stages of CX Excellence

Understanding Sales and Marketing in Organizations

B2B Marketing
Trade Marketing
International Marketing
Account-based Marketing
Integration of Marketing & Sales

Digital Marketing

Advertising & Communication in the Digital World (Digital Landscape – Digital Banding)
e-Commerce
Digital Marketing Tools
Digital Marketing Campaigns
Social Media Marketing

Go-to-market Strategy

Marketing Channels
Pricing Strategy
Distribution Plan
Business Development Plan

Final Program Project

Successful submission of the Final Program Project is necessary for obtaining the Diploma. The elaboration of the final work is the culmination of the participation in the program and is a very creative process as the participants will have the opportunity to use their existing experience in combination with the knowledge and skills acquired during the program.

Certification

This Diploma is certified for the quality of its topics, its speakers, the way students are evaluated, but also the quality of its material, with the QualityTrainingLabel Advanced Level by ACTA – Founded by the Aristotle University of Thessaloniki Upon successful completion of the program you will also receive the Certificate of Attendance from the IST.

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