Day 1: Market Targeting and Value Positioning

Operational Market and Customer Segmentation

• Review appropriate segmentation criteria
• Develop attractive segment characteristics
• Use segment classification model
• Update segment accessibility level

Applied Target Market Selection

• Assess segment attractiveness levels
• Formulate capability alignment criteria
• Trial segment comparison matrix
• Track selected segment priority

Lead Generation Strategy

• Map ideal customer characteristics
• Organize relevant lead magnets
• Run effective reach channels
• Monitor lead data quality

Day 2: E-commerce Conversion and Journey Optimization

Landing Pages and Conversion

• Inspect message and ad alignment
• Prepare presented value clarity
• Integrate distraction element reduction
• Audit call to action testing

Applied Marketing Channel Strategy

• Evaluate different channel roles
• Configure reach cost model
• Simulate omnichannel customer journey
• Correct channel conflict risks

Applied Sales Funnel Management

• Identify defined funnel stages
• Establish opportunity stage criteria
• Measure stage conversion rates
• Refine main funnel leakage points

Day 3: CRM and Customer Lifecycle Management

Advanced Sales Opportunity Qualification

• Examine actual customer need
• Define budget and purchasing ability
• Employ influential decision makers
• Strengthen expected purchase timing

Customer Relationship Management Strategy

• Analyze customer profile quality
• Align data updating rules
• Execute sales and service alignment
• Evaluate relationship value indicators

Customer Lifecycle Management

• Review initial awareness stage
• Design early onboarding experience
• Evaluate relationship growth opportunities
• Improve potential churn signals

Day 4: Personalization, Retention, and Loyalty Strategy

Marketing Practical Personalization

• Compare permitted customer data
• Build offer personalization rules
• Test individual message timing
• Update personalization impact measurement

Customer Retention Strategy

• Explore main retention reasons
• Develop churn risk indicators
• Apply proactive communication programs
• Correct churn cause resolution

Applied Loyalty and Rewards Programs

• Inspect points and benefits structure
• Select simple eligibility conditions
• Integrate desired behavior rewards
• Improve loyalty profitability measurement

Day 5: Advocacy, Analytics, and Marketing ROI

Applied Customer Brand Advocacy

• Trace customer satisfaction signals
• Define referral request opportunities
• Execute trusted user-generated content
• Strengthen appropriate advocate recognition

Operational Marketing Performance Analytics

• Interpret marketing data sources
• Prepare marketing metric dictionary
• Test performance trend dashboard
• Review turning analysis into decisions

Applied Marketing Return on Investment

• Examine marketing activity cost
• Organize campaign-attributed revenue measures
• Trial margins and variable costs
• Track investment alternative comparison

• Analyze a realistic situation concerning Operational Market and Customer Segmentation
• Workshop developing capability in Lead Generation
• Review decision choices around Applied Marketing Channel Strategy
• Final task connecting Advanced Sales Opportunity Qualification with practice