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John Wanamaker, a successful American merchant, once said, "Half the money I spend on advertising is wasted; the trouble is, I do not know which half." Today's marketers understand customers better, develop more relevant offerings, and monitor marketing performance better because of data and technology.
The course's purpose is to build a strong foundation between theories and industry practices in marketing, specifically in distribution. This course introduces some classic marketing literature to understand the why and update with current marketing practices or the how.
Specifically, this course develops students’ mindset from passive distribution to active go-after, from data collection to develop customer relationship, and from distributing service to developing platform community. In addition, this course introduces and discusses the roles of technology, including voice assistance, augmented reality, and virtual reality in marketing. Lastly, students will apply their marketing knowledge in a simulation and optimize their marketing decisions based on market results.
Course Content
Defining marketing and designing the marketing strategy
Customer driven marketing strategy
What is a brand?
What are brand assets?
Learning Objectives and Subject Specific Competencies
Assessment
To obtain their Certificates, students must complete the following assignments:
Certificate of Completion
A Program Advisor will get back to you with feedback or suggestions.
This course is designed for anyone who would like to gain an overview of Marketing Analytics.
There is no admissions' requirement to enroll to this course.
To enroll, choose the desired intake and fill in your personal details. You will receive an email with the payment link. You are accepted in the course only upon receipt of payment
We must receive payment at least five days before the start of the course. Late enrollments can be accepted, but with no guarantee of attendance.
Choose your intake :
Cost
CHF 2,200
Most asked question
Payment methods
EHL uses the payment platform Flywire, which provides various payment methods, has no hidden bank fees, and offers favorable exchange rates. The link to the payment platform will be provide after the enrollment form.
Course structure
The course is delivered fully online allowing participants to study when they want.
The courses takes 5 weeks to complete and is composed of:
- 4 weeks of course content
- one week for the final assessment
Course content
The course is composed of recorded videos, interactive exercises, case studies and executive interviews.
The content is based on the modules delivered in EHL’s MBA in Hospitality program.
Final assessment
At the end of each 5-week course, participants are required to take a final assessment. Upon successfully passing the assessment, participants get a certificate of completion.
Depending on the course, the assessment may range from multiple choice quizzes (MCQ), where only one answer is correct, to more open response evaluations, like a case study.
To successfully pass the assessment, participants must get a minimum of 60% of the total points available. You can either PASS or FAIL a certificate, no numerical grades will be officially reflected in the certificate.
Retakes
Retakes are not available at the end of a program if you fail the final assessment. If you wish to retake the final assessment, you need to re-enroll for the next available session.
Connecting to the platform
A couple of days before the start of the course, participants will receive their credentials by email and will be required to first change their password before being able to join our learning platform Moodle.
Certificate of completion
A certificate of completion, delivered by EHL, can be obtained at the end of each 5-week course, providing each final assessment is successfully passed.
Each certificate of completion is delivered electronically (secured pdf) with a unique ID associated to the participant.
If a final assessment is failed, no certificate or document related to that course is delivered. Each course is independent from one another; failing a final assessment on one course has no implication on the other courses.
AEHL member discount
AEHL members are entitled to the alumni discount. To benefit from the discount, participants must enter their AEHL number in the discount field in the enrollment form.
Please note this course already has a 10% discount applied. For full details about, please check the EHL Alumni Connect platform.