The Warwick Executive Diploma in Marketing Leadership

This module runs from 10 - 13 October 2023.

You will explore practical tools and frameworks that allow you to gain maximum impact from your limited resources. These begin with contemporary approaches to understanding both business and consumer markets and uncovering unmet needs. You will then learn techniques for prioritising highly attractive customer groups and developing differentiated value propositions for them.

The module will also discuss today’s marketing leadership challenges, notably around digitalisation, sustainability, and the need for agility in a rapidly changing environment. You will be able to apply your learning straight back into your current role, as you will be encouraged to use the tools and frameworks to develop strategies for your own organisation.

What will I learn?

• You will be able to effectively review markets and select the most powerful way of segmenting them
• You will learn key techniques for focusing resources such as the directional policy matrix
• You will enhance your skills in developing differentiated value propositions
• You will learn how best to organise a planning process
• You will reflect on how best to handle contemporary marketing leadership challenges such as disruption, digitalisation, and sustainability.

Find out more about studying this module as an individual Postgraduate Award.

This module runs from 9 - 12 January 2024.

Place the customer at the heart of your organisation to ensure the best customer experience. Learn to think like your customers, and know who they are and who they will become, to give your organisation a competitive edge.

This module delves into the theories and concepts that will allow you to build a customer-centric culture within your organisation. Building on your understanding of how customer centricity and organisational culture interconnect. Not only does this module provide the tools that are needed to create a customer-centric organisational culture, but you will also explore how to manage and overcome resistance towards developing an organisation with customer-centric culture at its core. You will also develop skills to manage customer experience, providing you with an understanding of how you can design better customer experiences and enhance the customer journey.

What will I learn?

• You will have insight and knowledge to explain and critically evaluate the concepts of customer centricity and organisational culture 
• Develop tools to build and implement a customer-centric culture within your organisation
• Understand the resistance to change that can occur in organisations, and develop skills to manage and overcome challenges to organisational change in your organisation
• You will gain an understanding of the role of technology, including AI and automation, within the customer-centric organisation 
• You will develop an understanding of customer experience management practices and how you can implement them in your organisation to improve the customer journey.

Find out more about studying this module as an individual Postgraduate Award.

This module runs from 12 - 15 March 2024.

For an organisation to move forward innovation is essential. However, driving innovation within an organisation is not an easy process. 

This module will explore how you can develop a strategic approach to innovation within your organisation, nurturing the knowledge and creativity that can lead to product, process, service, or organisational change. You will be introduced to a range of theories and concepts that will enable you to understand how to
innovate in a way that creates value for your customers. Through practical content, this module will explore how you can create an environment that embeds innovation at its heart in any business context, from for-profit organisations to those in the public or charitable sector.

You will explore key levers for innovation such as new technologies, use case studies to learn from the practices of innovative companies and learn how to evaluate and apply approaches to innovation to your organisation. 

What will I learn?

• You will be able to explain and critically evaluate approaches to innovation and develop an understanding of how to embed a culture of innovation within your organisation
• You will gain knowledge and insight into different levers for innovation and how they can be used within your organisation
• You will be able to evaluate practices of innovative companies and how they operate, and apply the concepts learned in this module to your organisation.

Find out more about studying this module as an individual Postgraduate Award.

This module runs from 21 - 24 May 2024.

Sales is one of the functions most fundamentally transformed by digital technologies. From lead generation to after-sales service, tasks are being increasingly replaced or enhanced by technologies such as virtual communication, e-commerce channels, analytics, and artificial intelligence.  
 
However, transforming sales digitally is difficult. First, digital sales technologies are complex and evolving rapidly, so keeping track of and understanding the latest trends in depth is extremely challenging. Second, many organisations introduce digital technologies unsystematically, a recipe for failure. And third, successful digital transformation is a change issue more so than a technological issue, organisations need a fundamental shift in their culture. This module helps you overcome these three difficulties. You will learn about the key trends in the digital transformation of sales, exploring how analytics can transform sales decisions and the impact of AI and automation technologies. You will also develop an understanding of the factors that determine success or failure when digitally transforming your own sales function. Plus, you will learn how to effectively manage and drive change in your organisation.

What will I learn?

• You will develop an insight and understanding of key trends in digital sales technologies, such as virtual selling, e-commerce, sales analytics, artificial intelligence 
• You will gain skills and tools to develop a systematic digital transformation plan for the sales function within your organisation
• Develop your leadership skills to learn how to lead the change and overcome resistance to digital transformation in your organisation.

Find out more about studying this module as an individual Postgraduate Award.

Take away a fully-formed and critiqued marketing plan

At the end of your modules you will be required to write a 6,000 word essay encompassing all of your learning from the modules. This will be a fully-formed marketing plan that applies all of the theories you learnt in practice, and is packaged ready for you to take to your top management team for implementation. 

You will be supported throughout the process by the faculty from the course, and receive one-on-one support from Mairead, who will challenge, critique and help you polish your plan. 

Following the successful completion of your assessments, and the final applied project, you will be awarded your Postgraduate Diploma.