The Challenge

Our client is a major consumer goods manufacturer. To maximise its ability to compete globally, it needed to reduce its reliance on a small group of digital specialists by upskilling its population of generalist marketers across major digital competencies.

What We Did

We developed a blended learning programme that evaluated the digital acumen of global marketers. Our programme began with Econsultancy’s proprietary Digital Skills Assessment (DSI). The overall capability gap analysis informed the direction of the blended learning programme design, which included a foundational training through online learning courses, ultimately culminating in a two-day instructor-led training at the company’s headquarters​.

Sample topics included:

  • Customer empathy-driven planning​ ​
  • Consumer journey mapping
  • Insights to drive market dominance​
  • Optimising agency outputs

The Result

Attendees ranked the programme as a 4.2 out of 5 on value for time spent. The programme drew high praise from attendees, including senior product managers, and global division heads. Programme expansion globally continues into 2019. One attendee said: “Not only was this content extremely applicable to my position, but the real-world examples and engaging group activities were fabulous. I also think the trainers did an amazing job connecting with each of us on an individual level.”