Course Information

Introduction

This 25-day Marketing Management Executive Diploma develops the knowledge and practical skills required to design, manage and improve marketing strategies that support organizational growth and customer value.

Objectives

By the end of this Executive Diploma, participants will be able to:

1. Apply marketing principles to analyze markets, identify opportunities and develop effective marketing strategies.

2. Develop digital marketing approaches that improve customer engagement and support business objectives.

3. Analyze customer journeys and identify opportunities to improve customer interactions and experiences.

4. Develop branding strategies that strengthen market positioning and organizational identity.

5. Complete a practical thesis project that applies marketing concepts, tools and frameworks to an organizational marketing challenge and presents an improvement plan.

Who Should Attend?

This Executive Diploma is designed for:

1. Marketing managers and professionals responsible for developing and implementing marketing strategies.

2. Sales and business development professionals seeking to improve customer-focused approaches.

3. Brand managers and communication professionals involved in building organizational identity and market presence.

4. Entrepreneurs and business leaders responsible for business growth and market development.

5. Managers and professionals seeking to strengthen their understanding of modern marketing practices.

Training Method

• Pre-assessment
• Live group instruction
• Use of real-world examples, case studies and exercises
• Interactive participation and discussion
• Power point presentation, LCD and flip chart
• Group activities and tests
• Post-assessment
If Applicable:
• Each participant receives a 7” Tablet containing a copy of the presentation, slides and handouts

Program Support

This program is supported by:
* Interactive discussions
* Role-play
* Case studies and highlight the techniques available to the participants.

Daily Agenda

Daily Schedule (Monday to Friday)
- 09:00 AM – 10:30 AM Technical Session 1
- 10:30 AM – 12:00 PM Technical Session 2
- 12:00 PM – 01:00 PM Technical Session 3
- 01:00 PM – 02:00 PM Lunch Break (If Applicable)
- Participants are expected to engage in guided self-study, reading, or personal reflection on the day’s content. This contributes toward the CPD accreditation and deepens conceptual understanding.
- 02:00 PM – 04:00 PM Self-Study & Reflection

Please Note:
- All training sessions are conducted from Monday to Friday, following the standard working week observed in the United Kingdom and European Union. Saturday and Sunday are official weekends and are not counted as part of the course duration.
- Coffee and refreshments are available on a floating basis throughout the morning. Participants may help themselves at their convenience to ensure an uninterrupted learning experience Provided if applicable and subject to course delivery arrangements.
- Lunch Provided if applicable and subject to course delivery arrangements.

Part 2 / 5

Understanding Digital Marketing Channels

- Exploring the role of digital marketing in modern business environments.
- Understanding key digital channels and their applications.
- Selecting appropriate channels based on customer needs and objectives.


Developing Digital Marketing Strategies

- Creating digital campaigns aligned with marketing goals.
- Understanding content, engagement and audience targeting approaches.
- Improving customer interaction through digital platforms.


Measuring Digital Marketing Performance

- Understanding digital marketing metrics and performance indicators.
- Analyzing campaign results and customer engagement data.
- Using insights to improve digital marketing effectiveness.

Part 3 / 5

Understanding Customer Experience and Journey

- Exploring the relationship between marketing and customer experience.
- Understanding customer needs, expectations and behaviours.
- Identifying stages of the customer journey.


Mapping Customer Interactions

- Identifying customer touchpoints across different channels.
- Creating customer journey maps to understand experiences.
- Analyzing gaps and opportunities for improvement.


Improving Customer Engagement

- Developing strategies to strengthen customer relationships.
- Using customer insights to improve marketing activities.
- Creating consistent experiences across customer interactions.

Part 4 / 5

Understanding Brand Strategy

- Exploring the principles of branding and its importance in competitive markets.
- Understanding brand identity, positioning and value.
- Identifying factors that influence brand perception.


Developing Strong Brand Identity

- Creating brand elements that support organizational objectives.
- Aligning brand messages with customer expectations.
- Building consistency across marketing communications.


Managing and Strengthening Brands

- Measuring brand performance and customer perception.
- Developing approaches to increase brand value and loyalty.
- Creating strategies to maintain long-term brand relevance.

Part 5 / 5 Executive Diploma Thesis

Marketing Management Improvement Thesis

Day 21: Thesis Definition and Planning

- Identify an organizational marketing challenge related to the topics covered during the diploma.
- Define the thesis problem statement, objectives and expected outcomes.
- Establish the scope, methodology and approach for the thesis project.


Day 22: Research and Marketing Analysis

- Collect relevant information about the selected marketing challenge.
- Apply marketing, digital marketing, customer journey and branding frameworks learned during the diploma.
- Analyze current marketing practices, gaps and improvement opportunities.


Day 23: Developing Marketing Solutions

- Develop recommendations to improve marketing effectiveness.
- Create an implementation roadmap with actions and responsibilities.
- Define measures to evaluate marketing improvement outcomes.


Day 24: Thesis Writing and Final Review

- Structure the thesis document using a professional format.
- Review analysis, recommendations and marketing improvement approach.
- Prepare the executive summary and final presentation materials.


Day 25: Thesis Presentation and Evaluation

- Present the completed marketing management improvement thesis project.
- Receive feedback and evaluation on the proposed solutions.
- Finalize practical actions for applying marketing improvements within the organization.