Your online learning journey

Designed to help you recreate customer value through digital.

Program overview

During this eight-week journey, you will gain a comprehensive view of how digital technologies and artificial intelligence (AI) are transforming marketing strategy.

The program provides practical insights, frameworks, and tools that you can apply to your own context and organization. Supported by your professional learning coach, you will develop a strategic marketing plan tailored to your business that will help your company to create and deliver value propositions that change the competitive game.

Comprehend the key framework of the ‘Digital House’.
Differentiate between the mandatory foundation and the four optional pathways.
Discover how the five pathways create value in novel ways.

Deep dive into the key elements of customer experience.
Map the journey of your customers to identify gaps and drop-off points.
Learn how to create memorable moments across the journey.

Learn how to use digital to transform customer value through products and partnerships.
Explore two ways to integrate products from multiple ecosystem partners.
Comprehend the challenges behind product and service integrations.

Identify market segments that you could reach and serve better.
Familiarize yourself with the critical success factors for building communities and platforms.
Evaluate the challenges behind targeting niche segments and creating ecosystems.

Grasp the fundamentals of customer centricity in the context of digital and AI.
Learn methods for generating unique insights.
Apply the seven channels for generating customer insights to your context.

Understand the five steps of the segmentation process.
Apply two segmentation methods to your customer base.
Identify areas where the application of AI and analytics can transform your segmentation.

Understand the uses of big data in marketing.
Identify optimal metrics for assessing marketing ROI.
Explore AI, its applications in marketing, as well as its capabilities and limitations.

Understand the different types of content that you can use along the customer journey.
Apply a practical five-step model for engaging communities and disseminating messages.
Design a content strategy.

One-on-one coaching

Throughout your online learning, you’ll be accompanied by an experienced IMD executive coach who will challenge you, encourage you, and provide valuable feedback on your weekly assignments. Together, you’ll dive deeper into the program content and make it meaningful to your own professional context. Your interactions will take place via video, in writing, and over the phone.

An online program participant having a coaching session via video

Achieve your goals

Your expert coach helps you:

Define

Define your learning objectives and stay on track.

Review

Review your progress on a weekly basis.

Overcome

Overcome your challenges.

Apply

Apply what you learn to your own context.

Explore FAQs for online programs

Find quick answers to your online program queries in our comprehensive FAQ section.

Get a personal recommendation

Schedule a call with a Program Advisor to discuss your professional development and see if this is the program for you.

Join a free information session

Join online and experience a walkthrough of the Online programs, how they work, what you can expect and how it will impact your career.

Earn an IMD Online Executive Certificate

Reinforce and consolidate your expertise in leadership, strategy, or digital acceleration through an immersive, fully online experience incorporating executive coaching.