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 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.

Learn how digital and AI are transforming marketing.
Comprehend a framework mapping five pathways to create value for customers in novel ways.

Deep dive into the key elements of customer experience (CX).
Discover how digital has transformed the customer journey.
Map your customers’ journey to identify gaps and drop-off points.
Apply the seven design principles and associated tools to create a new journey with memorable moments across it.

Learn the components of customer value and how firms combine them in different ways.
Examine how to use digital to transform customer value through products and partnerships.
Recognize how digital can create value by adding intelligence to products.
Explore two ways to integrate products from multiple ecosystem partners.
Comprehend the challenges behind product and service integrations.

Create a competitive advantage by using digital to reach niche segments and build ecosystems.
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 and find out how to avoid pitfalls.

Grasp the fundamentals of customer centricity in the context of digital and AI.
Learn about the methods of generating unique insights on customer needs through data.
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.
Understand how data and analytics are changing traditional segmentation to hyper segmentation and hyper targeting.
Identify areas where the application of AI and analytics can transform your segmentation.

Understand how big data is impacting marketing and how it is used.
Identify optimal metrics for assessing marketing ROI.
Differentiate between data-based and intuition-based decision making.
Explore AI, its application in marketing, as well as its capabilities and limitations.
Examine best practices of AI in marketing.

Learn about the strategic role of content marketing and different types of content you can use along the customer journey.
Explore how the use of customer advocacy can enhance brand awareness and help to overcome barriers to adoption.
Apply a practical five-step model for engaging communities and disseminating messages.
Design a content strategy.

One-on-one coaching

Throughout your online learning, an experienced IMD executive coach provides personalized support tailored to your goals and context. Your coach challenges your thinking, helps you navigate implementation barriers, and ensures you extract maximum value from the program. Interactions take place via video, in writing, and over the phone—flexible to fit your schedule.

An online program participant having a coaching session via video - IMD Business School

Your expert coach helps you:

Navigate your specific challenges

Address the real obstacles you’re facing in your organization.

Translate concepts into action

Move from theory to practical application in your work.

Maximize your impact

Stay focused on outcomes that matter to your role and goals.

Maintain momentum

Keep progressing even when priorities compete for your attention.

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Power your learning with IMD’s AI Advisor

Personalized AI support integrated into your learning experience — guiding you as you set objectives, complete assignments, journal insights, and apply concepts to your work.

Smart support, available 24/7

Real-time feedback, reflection prompts, and guidance— tailored to your role and work situation.

100% aligned with your program

Prompts tied directly to your curriculum and connected through all modules, helping you create an integrated outcome by the end.

Two adaptive support modes

Step-by-step for structured support, Adaptive for high-level guidance.

Real outcomes, real impact

Guidance to develop actionable plans grounded in your reality and ready to implement immediately.