Strategic Marketing and Customer-Centricity
Strategic Marketing and Customer-Centricity is a three-day module in the Global Leader program and can also be taken as a stand-alone program.
The Strategic Marketing and Customer Centricity program provides an understanding of how strategic marketing can be crucial in driving growth by being or becoming customer centric. The program includes using a customer-centric framework from planning right through to execution and follow up. You will dive into what strategic marketing really is about, how to ask the right questions, and how to integrate marketing into strategy and execution. The content has a very concrete and operational practical approach.
The program helps you guide your organization to become customer focused. The customer-centric strategic framework utilized is based on the instructor’s own client organizations’ experiences of what works and what does not. We will define what the strategic identity of an organization is to help you to become purpose driven. The OKR and SMART methods are used in the execution and performance follow-up phases.
4.5 ECTS credits can be transferred from the Strategic Marketing and Customer-Centricity program to the Aalto Executive MBA or Aalto MBA program.
Benefits
The Strategic Marketing and Customer-Centricity program is designed to enhance your performance through improved customer centricity.
For
The Strategic Marketing and Customer Centricity program is designed for experienced managers and business leaders who need to learn how strategic marketing can be crucial in driving growth by being or becoming more customer centric.
It is also relevant for seasoned experts who aspire to build competencies and confidence in making strategic decisions.
Contents and Schedule
Pre-module period of 2–3 weeks
Individual preparation
Three-day module
Intensive contact learning session with instructor and peers
Post-module period
Take-home assignment
The program teaches what strategic marketing is all about and how it affects business value. In essence, strategic marketing is not about advertising and marketing campaigns, rather it is part of core business strategy. After the program, you will be able to make sure that your organization really is customer centric - and if not, you will know what steps need to be taken.
You will also understand what needs to be done in any transformation (whether becoming e.g., digital or customer focused) when executing the plan. Moreover, you will learn from sharing insights into developing organizational capabilities in strategic marketing excellence, while also ensuring personal development as a marketer and marketing-minded executive.
The program contains a written pre-assignment and a take-home assignment. The program is worth 4.5 ECTS credits.
Instructor
Nermin Hairedin
Nermin Hairedin is Senior Advisor at Aalto University Executive Education and Professional Development.
Nermin Hairedin is a digital, data, and marketing professional. She has an extensive background in digitalizing businesses for over 20 years.
Hairedin has a proven track record of successful turnarounds and growing businesses exponentially, both greenfield and M&A. She has been part of founding Fonecta and worked as one of the pioneers in setting up data-driven businesses. She has held several global senior management positions at Nokia. Her last corporate position was as the Finnish CEO of marketing agency giant Dentsu before moving into board work and entrepreneurship.
Hairedin has practical knowledge of global markets. Her business experience covers services, telecom, media, retail, sales, data&analytics, and marketing. She has specialized in digital transformation, which is all about organizational culture, as well as driving marketing to be a strategic asset for growing company value.
She is currently the co-owner of a customer-friendly IT and software development startup Frumatic Ltd. She also serves as a board executive. In addition, she works as a strategy advisor, keynote speaker, and investor. Hairedin holds an M.Sc. degree from Aalto University (Helsinki School of Economics and Business Administration) and has university studies also from France, Turkey, the USA, and Sweden.
Program Fee and Registration
Other Global Leader Modules
You can register for individual stand-alone Global Leader modules or take the complete Global Leader program, including all four core modules and two elective modules of your choice.
