Customer-Focused Innovation and Marketing

Master the art of customer-centric innovation and marketing strategy. This course empowers young professionals and junior managers to rethink how their organization delivers value. Learn to integrate customer insights into product development, marketing, and business model design. By applying frameworks like the Value Proposition Canvas and Customer Journey Mapping, participants will turn market research into impactful innovation and sharpen their strategic thinking.

Through interactive workshops, practical tools, and real-world cases, participants will gain actionable insights into customer-centric marketing strategy and innovation processes.

• Young professionals and junior managers driving customer experience or growth initiatives
• First-time leaders and project managers overseeing cross-functional teams
• Professionals from all industries seeking insights in marketing and innovation from a strategic customer-focused perspective

By the end of this program, participants will be able to:

• Align marketing strategy with customer needs and value creation
• Develop customer-focused business models
• Apply tools like customer journey mapping, persona design, and innovation frameworks
• Design innovation strategies that strengthen competitive positioning

• Customer-Focused Marketing (2 days)
  • When is marketing strategy? The role of customer focus
  • Segmentation and personas
  • Value proposition canvas
  • Business modelling with a customer focus
  • Customer centricity through customer journey mapping and customer experience management
  • Essential marketing tools: brand management, communication, and pricing strategies

• Customer-Focused Innovation (1 day)
  • Definition of innovation and innovation strategy
  • Exploring the innovation process
  • Open innovation and customer integration
  • Customer-driven approaches to innovation
  • Specifics on innovation marketing

• Either 5 years of work experience or a first academic degree + 3 years of relevant work experience
• Good English language skills

Certificate awarded by Mannheim Business School

This course is part of the "General Management Program bundle", but can also be booked indivudually.