Course modules
Fast Track consists of video modules, readings and downloads and covers the following 10 modules, which highlight ways to combine marketing principles with digital delivery:
Marketing Strategy: How to make your marketing strategy quantified, agile and future-proofed
Market / Customer Orientation: How to achieve market orientation through a customer focused approach and ensure engagement from your organisation
Customer Insight: How to make the most of the latest methods and digital data analytics to fully inform your customer insight planning
Brand & Value: How to add value to people and organisations through your brand, including how to build your brand and how to avoid breaking your brand
Segmentation & Targeting: Learn how to select target segments based on relevance using both classical and digital methods
Positioning: Learn how the fusion of digital and classic tools and architecture offers unique capability to do positioning in real-time and at an individual level via dynamic personalisation
Customer Experience: Learn what customer experience is and how to successfully fuse classic and digital thinking
Distribution: Learn how traditional models of distribution have changed and how digital has broken down the barriers to entry
Integrated Marketing Communications: Learn how to actively get your message in front of the right people through all forms of paid, earned, owned and shared activity; and how technology is accelerating opportunity
Data & Measurement: Learn what data you need to support your marketing (including to machines) and how do you measure and optimise performance
