Marketing & customer experience

Throughout this immersive program, we will explore marketing fundamentals, covering both strategic and operational marketing from smart customer data collection to advanced analysis of purchasing behavior. Key concepts from the extended marketing mix (7Ps – Product, Price, Place, Promotion, People, Process, Physical Evidence) will provide a framework for understanding how to design and manage a coherent, customer-centric value proposition.

The focus will be on personalizing interactions and creating long-lasting, trusted relationships with customers, linked to segmentation, targeting, and positioning strategies.
Indeed, traditional metrics such as customer satisfaction or Net Promoter Score capture only part of the customer experience but the scope can be far broader.

In addition, artificial intelligence (AI) is bringing exciting developments to this field. Tools such as sentiment analysis or predictive engagement can help companies stay even more attuned to evolving expectations.

This program prepares you to orchestrate omnichannel customer experiences by leveraging structured concepts and tools built around three complementary programs: operational, analytical, and collaborative. Many tools, methods, and concepts that are directly applicable in business will be presented, illustrated, and discussed.