ISM Endorsed Certificate in Marketing Leadership Practices (CMLP)

Program Overview

Marketing leaders today must connect brand, customer insight, digital channels and commercial results while leading teams and agencies through rapid change. This program addresses the leadership practices behind effective marketing: setting marketing strategy aligned with business goals, building customer insight, managing brand and positioning, steering digital and omnichannel marketing, aligning marketing with sales, managing budgets and agencies, and proving return on marketing investment. Cases reflect Gulf markets, including young digital-first consumers, bilingual communication and data protection rules.

Learning Outcomes

• ✓Develop a marketing strategy that links business objectives, target segments and positioning.
• ✓Translate customer research and data into actionable insights and personas.
• ✓Plan an integrated omnichannel campaign with budget allocation across channels.
• ✓Align marketing and sales through shared funnel definitions and service level agreements.
• ✓Measure marketing performance with ROI, customer acquisition cost and lifetime value.
• ✓Lead a marketing team and agency partners with clear briefs and performance reviews.

Target Audience

• Marketing managers and heads of marketing
• Brand, product and digital marketing managers
• Communications leaders with marketing responsibility
• Sales leaders working closely with marketing

Detailed Program Modules

Training Methodology

Applied Project & Assessment