Spaces are available through Clearing.
This course is for young professionals in digital marketing who want to learn the best tools to manage databases and automate communication with leads and clients.
Fees: £2,350 UK/International, £2,950 EU
*Reverse charge within the EU may apply. See VAT terms and conditions here.
Apply for September 2023
Learn the latest about Customer Journey, (Customer Relationship Management) CRM, and Marketing Automation. Refocus your career or set up your own company for success through classes, examples, and practical exercises. The course uses real business cases and walks you through market-leading tools. So you can discover and choose what's right for you.
We're mindful to not lock you into a specific tool. Instead, the course is designed to give you a comprehensive framework for working with both leads and existing clients.
You will design and launch your own customer journey and learn about CRM and Marketing Automation. Week by week, content is presented with business cases based on market-leading tools such as Salesforce, MSDynamics, Oracle, Adobe, Hubspot, or Twilio.
You'll be challenged with practical exercises as you try different tools that suit all companies – and all budgets – big and small. Throughout the course, you design your own customer journey and set up all activities, channels, messages, and tools for success.
If you are taking the course to set up your company's CRM, that can be your case. If not, we'll give you one you can train with and present to a future employer.
This course fits individuals who want to upskill or reskill and companies who want to set a strong foundation before investing in any specific system.
All participants should have previous education within relevant subjects (marketing, business, communication, computer science, …) and at least two years of professional experience in marketing or sales.
Week 1: What is your customer journey? Understand who your customer is and what their journey is. A look at different journey types through a multinational B2C example and first steps towards designing your own. You also begin your project.
Week 2: Lead acquisition. This week's focus is understanding where leads come from in your specific case. We walk you through search, social media, KPI's and optimization.
Week 3: CRM Introduction. What tools are available, and what are they for? We'll look at functions, potential, and the actual costs of using a third-party CRM versus building one in-house.
Week 4: CRM Implementation. Roadmap for CRM implementation. This is a practical unit about personalization do's and don'ts and system integrations. Real cases from multinationals and startups.
Week 5: Marketing Automation. Time to engage with your leads and customers. A look at emails, SMS, WhatsApp, Line, KakaoTalk, Facebook Messenger, and more before setting your own channels and messages.
Week 6: Journey setup. This unit guides you towards creating real canvases for your first three journeys and offers an introduction to Salesforce Marketing Cloud, as well as B2C cases from Salesforce Marketing Cloud, WhatsApp, and Hubspot.
Week 7: Marketing Automation. Time to set content and messages for your project. You learn about types of triggers and personalization in emails. You also look at an Oracle B2B business case.
Week 8: Analytics. How do you measure performance? Set KPIs and analytics for your own project and learn about infrastructure architecture, Google Analytics vs Adobe Analytics (Omniture), and an introduction to Business Intelligence.
Week 9: Chatbots. Learn about chatbots in customer service and as a sales tool in WhatsApp, Facebook Messenger, and the web.
Week 10: Final Project & Critique. It's time to present your final project and receive feedback in an open class discussion.
Week 11: Technical review and implementation. We take you from plan to action. You chose your top journey, and we offer a step-by-step guide on how to launch it.
Week 11: Career management and focus areas. The course concludes with a final review and reflection on critical skills. You set your focus area, learn about interview techniques, and apply your new workplace skills.
Ravensbourne University London
6 Penrose Way
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