In today’s hyper competitive scenario, senior executives in organisations should have better understanding of who should be the valued customers and how to get closer to these customers. They need to take marketing out of the communications box to coordinate the delivery of customer value across the organisation and ensure that marketing is best utilised to deliver value to their customers and the bottom line. This programme equips managers from both marketing and non-marketing functions with the necessary fundamental marketing tools and knowledge required to deliver strategic growth across the business. The programme will help executives to design, execute, and evaluate customer focussed marketing strategies, and deliver customer value across the organisation; create integrated solutions across functional silos; differentiate across all touchpoints; and capture long-term value from customers.

Learning Outcomes from the Programme

• Develop better understanding of who should be the valued customers and how to get closer to those customers
• Learn how to coordinate the delivery of customer value across the organisation
• Providing marketing and customer insights across functional silos such as HR, Finance, Sales, R&D, Service and Operations
• Create organisational alignment through structures and processes for developing and delivering on new customer value propositions

Indicative Contents

• Being a customer focussed organisation
• Developing superior customer value propositions
• Communicating the value proposition
• Building a market focussed culture
• Managing customer touch points to optimise service delivery and value creation
• Leading the change to a market focussed organisation