Requirements
- For a better learning experience, we suggest you to
use a laptop / mobile phone / pen and paper for taking notes, highlighting
important points, and making summaries to reinforce your learning.
Description
Welcome to Program: Executive
Certificate in Marketing & Customer Experience Management Excellence
Course provided by MTF
Institute of Management, Technology and Finance
MTF is the global
educational and research institute with HQ at Lisbon, Portugal, focused on
business & professional hybrid (on-campus and online) education at areas:
Business & Administration, Science & Technology, Banking & Finance.
MTF R&D center
focused on research activities at areas: Artificial Intelligence, Machine
Learning, Data Science, Big Data, WEB3, Blockchain, Cryptocurrency &
Digital Assets, Metaverses, Digital Transformation, Fintech, Electronic
Commerce, Internet of Things.
MTF is the official
partner of: IBM, Intel, Microsoft, member of the Portuguese Chamber of Commerce
and Industry.
MTF is present in 215
countries and has been chosen by more than 604 000 students.
Course Author:
Dr. Alex Amoroso is
a seasoned professional with a rich background in academia and industry,
specializing in research methodologies, strategy formulation, and product
development. With a Doctorate Degree from the School of Social Sciences and
Politics in Lisbon, Portugal, where she was awarded distinction and honour for
her exemplary research, Alex Amoroso brings a wealth of knowledge and expertise
to the table.
In addition to her doctoral
studies, Ms. Amoroso has served as an invited teacher, delivering courses on to
wide range of students from undergraduate level to business students of
professional and executives courses. Currently, at EIMT in Zurich, Switzerland,
she lectures for doctoral students, offering advanced instruction in research
design and methodologies, and in MTF Institute Ms. Amoroso is leading
Product Development academical domain.
In synergy between academical
and business experience, Ms. Amoroso achieved high results in business career,
leading R&D activities, product development, strategic development, market
analysis activities in wide range of companies. She implemented the best market
practices in industries from Banking and Finance, to PropTech, Consulting and
Research, and Innovative Startups.
Alex Amoroso's extensive
scientific production includes numerous published articles in reputable
journals, as well as oral presentations and posters at international
conferences. Her research findings have been presented at esteemed institutions
such as the School of Political and Social Sciences and the Stressed Out
Conference at UCL, among others.
With a passion for
interdisciplinary collaboration and a commitment to driving positive change,
Alex Amoroso is dedicated to empowering learners and professionals for usage of
cutting edge methodologies for achieving of excellence in global business world.
Customer experience (CX) is
the overall impression customers have of your brand throughout their
interactions with your business. It encompasses everything from the initial
marketing message to the post-purchase support they receive. Think of it as the
customer journey, and CX is all the touchpoints along the way that shape their
perception.
Key Areas of CX
- Customer touchpoints: Every interaction a
customer has with your brand, like websites, social media, advertising,
in-store experience, and customer service.
- Customer journey: Mapping out the steps a
customer takes to interact with your brand, from awareness to purchase and
beyond.
- Customer satisfaction: How happy
customers are with your product or service.
- Customer loyalty: How likely customers
are to return and recommend your brand to others.
CX Frameworks
Frameworks provide a structured
approach to improving CX. Here are two common ones:
- Customer Experience Journey Map: A visual
representation of the customer journey, identifying touchpoints and
opportunities for improvement.
- Five Service Dimensions: A framework that
focuses on five key aspects of service quality: reliability,
responsiveness, assurance, empathy, and tangibles.
Why Learning CXM is Important
for Companies:
- Improved Customer Satisfaction and Loyalty: CXM
focuses on understanding and meeting customer needs, leading to increased
satisfaction and a higher likelihood of repeat business.
- Enhanced Brand Reputation: Positive
customer experiences contribute to a strong brand reputation, attracting
new customers and retaining existing ones.
- Increased Revenue and Profitability: Satisfied
customers are more likely to spend more, refer others, and remain loyal,
all of which contribute to revenue growth.
- Competitive Advantage: In today's crowded
marketplace, exceptional customer experience can be a key differentiator,
setting a company apart from its competitors.
- Reduced Costs: Resolving customer issues
proactively and efficiently can reduce the cost of customer service and
support.
Why Learning CXM is Important
for Building a Career as a Manager:
- In-demand Skill: CXM is a highly
sought-after skill in today's business world, as companies increasingly
recognize its importance.
- Career Advancement: Expertise in CXM can
open doors to various managerial roles, such as Customer Experience
Manager, Customer Success Manager, or Marketing Manager.
- Problem-solving Skills: CXM involves
identifying and addressing customer pain points, which enhances
problem-solving and analytical skills.
- Leadership Development: Managing customer
experience initiatives requires strong leadership, communication, and
collaboration skills.
- Cross-functional Collaboration: CXM often
involves working with multiple departments, providing managers with
exposure to different areas of the business.
Overall, learning CXM is crucial
for companies looking to thrive in the modern business landscape. It's also a
valuable investment for managers aiming to build a successful career in various
industries.
What is Marketing?
- Definition: Marketing is the process of
identifying customer needs, creating products or services that fulfill
those needs, and communicating the value of those offerings to potential
customers.
- Focus: Marketing focuses on getting the
right message to the right audience, ultimately driving interest and
sales.
- Key Activities:
- Market research
- Product development
- Brand building
- Advertising and promotions
- Content creation
- Customer relationship management
What is Marketing Management?
- Definition: Marketing management is the
strategic and operational process of planning, organizing, implementing,
and controlling an organization's marketing resources and activities.
- Focus: Marketing management aims to
create a cohesive marketing plan, optimize resource allocation, and
measure the effectiveness of marketing initiatives.
- Key Activities:
- Developing marketing strategies and plans
- Setting marketing budgets
- Managing marketing teams
- Overseeing marketing campaigns
- Analyzing marketing performance (tracking metrics
and ROI)
- Making adjustments to strategies as needed
The Relationship Between
Marketing and Marketing Management
Think of marketing as the actions
you take to promote your business, and marketing management as the overarching
system to plan, execute, and refine those actions strategically.
Who this course is for:
- No special requirements. A course for anyone who
wants to build career in marketing and business
- Customer experience (CX) is the overall impression
customers have of your brand throughout their interactions with your
business. It encompasses everything from the initial marketing message to
the post-purchase support they receive. Think of it as the customer
journey, and CX is all the touchpoints along the way that shape their
perception. Key Areas of CX Customer touchpoints: Every interaction a
customer has with your brand, like websites, social media, advertising,
in-store experience, and customer service. Customer journey: Mapping out
the steps a customer takes to interact with your brand, from awareness to
purchase and beyond. Customer satisfaction: How happy customers are with
your product or service. Customer loyalty: How likely customers are to return
and recommend your brand to others.
- CX Frameworks Frameworks provide a structured
approach to improving CX. Here are two common ones: Customer Experience
Journey Map: A visual representation of the customer journey, identifying
touchpoints and opportunities for improvement. Five Service Dimensions: A
framework that focuses on five key aspects of service quality:
reliability, responsiveness, assurance, empathy, and tangibles.
- Why Learning CXM is Important for Companies: Improved
Customer Satisfaction and Loyalty: CXM focuses on understanding and
meeting customer needs, leading to increased satisfaction and a higher
likelihood of repeat business. Enhanced Brand Reputation: Positive
customer experiences contribute to a strong brand reputation, attracting
new customers and retaining existing ones. Increased Revenue and
Profitability: Satisfied customers are more likely to spend more, refer
others, and remain loyal, all of which contribute to revenue growth.
Competitive Advantage: In today's crowded marketplace, exceptional
customer experience can be a key differentiator, setting a company apart
from its competitors. Reduced Costs: Resolving customer issues proactively
and efficiently can reduce the cost of customer service and support.
- Why Learning CXM is Important for Building a Career
as a Manager: In-demand Skill: CXM is a highly sought-after skill in
today's business world, as companies increasingly recognize its
importance. Career Advancement: Expertise in CXM can open doors to various
managerial roles, such as Customer Experience Manager, Customer Success
Manager, or Marketing Manager. Problem-solving Skills: CXM involves
identifying and addressing customer pain points, which enhances
problem-solving and analytical skills. Leadership Development: Managing
customer experience initiatives requires strong leadership, communication,
and collaboration skills. Cross-functional Collaboration: CXM often
involves working with multiple departments, providing managers with
exposure to different areas of the business. Overall, learning CXM is
crucial for companies looking to thrive in the modern business landscape.
It's also a valuable investment for managers aiming to build a successful
career in various industries.
- What is Marketing? Definition: Marketing is the
process of identifying customer needs, creating products or services that
fulfill those needs, and communicating the value of those offerings to
potential customers. Focus: Marketing focuses on getting the right message
to the right audience, ultimately driving interest and sales. Key
Activities: Market research Product development Brand building Advertising
and promotions Content creation Customer relationship management
- What is Marketing Management? Definition: Marketing
management is the strategic and operational process of planning,
organizing, implementing, and controlling an organization's marketing
resources and activities. Focus: Marketing management aims to create a
cohesive marketing plan, optimize resource allocation, and measure the
effectiveness of marketing initiatives. Key Activities: Developing
marketing strategies and plans Setting marketing budgets Managing
marketing teams Overseeing marketing campaigns Analyzing marketing
performance (tracking metrics and ROI) Making adjustments to strategies as
needed
- The Relationship Between Marketing and Marketing
Management Think of marketing as the actions you take to promote your
business, and marketing management as the overarching system to plan,
execute, and refine those actions strategically.
Course Link
Marketing
& Customer Experience Management CXM Excellence
Executive Certificate: Marketing
Strategy, Customer Experience Management, Generative AI GPT, Segmentation, CJM,
CX, VoC
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