ISM Endorsed Certified Marketing Professional

Program Overview

Today's marketers are expected to combine customer understanding with data, digital execution and accountability for results. This programme develops the practical toolkit of a modern marketing professional: mapping customer journeys, building personas, planning content and digital campaigns, using CRM and marketing automation, running A/B tests, analysing campaign data and demonstrating marketing return. Participants also learn to write effective briefs and manage agencies, with examples from retail, banking, telecom and government services in the Gulf.

Learning Outcomes

• ✓Build customer personas and journey maps that identify key touchpoints and pain points.
• ✓Plan a multichannel campaign with objectives, audience targeting, content and budget.
• ✓Use CRM segmentation and marketing automation to deliver personalised communications.
• ✓Design and interpret A/B tests to improve conversion rates on digital assets.
• ✓Analyse campaign performance using funnel metrics, attribution and cost per acquisition.
• ✓Calculate and present marketing return on investment for a completed campaign.

Target Audience

• Marketing executives and marketing specialists
• Digital and performance marketing staff
• CRM and customer engagement officers
• Communication staff taking on marketing responsibilities

Detailed Program Modules

Training Methodology

Applied Project & Assessment