Global Marketing for the Fourth Industrial Revolution

Covid-19 weakened and challenged businesses across industry at a speed never seen before in history. However, it is not the first disruptive event that businesses have faced, and won’t be the last. Whether a disruptive event is accidental, deliberate or the result of political or economic events – survival and growth are dependent on a company’s ability to engage and adapt to customer’s needs.

This program offers training for professionals dedicated to working in the world of global marketing. It provides the analytical expertise and entrepreneurial edge needed to thrive in rapidly developing global markets as the Fourth Industrial Revolution accelerates.

With the Certificate in Global Marketing for the 4th Industrial Revolution, you will learn how to make critical marketing analysis and adaptations to meet customer’s current and future needs.

What is the 4th IR and Why is it so important?

• Demonstrate an understanding of previous industrial revolutions as they provide context and lessons for understanding the 4IR.
• Assess the value, impact, and implications of different technologies and innovations as they were/are introduced in the different industrial revolutions.
• Provide a systems-level perspective on how the dynamics of the 4IR can directly and indirectly impact your market, organization, and your role as a leader.

Keys for Identifying & Engaging the Future Customer

• Examine how global challenges have become marketing challenges.
•  Compare the components of each of the marketing funnels.
•  Differentiate the various forms of a customer journey.
• Examine the importance of value propositioning.
• Analyze customer experience with a product or service and how you would measure it.

Creating Customer Allegiance Through Marketing

• Recognize key business concepts such as target market, segmentation, marketing strategies, and sales strategies.
• Demonstrate an understanding of investigating, communicating, and verifying value of any given product or service for its customers.
• Assess a company’s resilience in addressing value to customers in the face of change.

Shaping Ideas to Your Advantage

• Evaluate the use of the scientific method in determining market and team possibilities.
• Analyze the impact of team diversity in problem solving.
• Analyze the impact of team diversity in problem solving.

Seizing the Full Potential of Value Chains

• Differentiate between the three value disciplines.
• Demonstrate an understanding of various value chain models.
• Analyze how a business creates and delivers value to customers using either a value stream map or the service gaps model.

Creating Marketing Movements Through Communication

• Compare and contrast the significance of brand trust, value, champions, messages and mistrust in an overall strategy.

Understanding & Embracing the Circular Economy Imperative

• Recognize the current status quo of and issues with supply chains that are attributable to the linear economy including the negative environmental and social impacts.
• Recognize global waste management objectives, issues, and trends.
• Demonstrate an understanding of holistic systems thinking and the circular economy as a solution to linear economy issues.

Prioritizing Actions to Deliver Intended Results

• Assess an organization’s business strategy and its effectiveness in aiding the company’s long-term survival and growth.
• Recognize how strategic goals become actionable tactics, and who within the company is accountable for their execution.
• Identify tools and their components that help measure a company’s success in executing its business strategy.