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Content Overview



Building a competitive and sustainable marketing strategy

  • Devising a brand strategy, including segmentation and pricing
  • Competitive positioning for a brand
  • Building brand architecture
  • Branding for purpose
  • Sustainability as a competitive advantage
  • Marketing as the driver of revenue and profit growth


Building an agile marketing organisation that can adapt to changes

  • Understand which capabilities are needed to deliver on your strategy and how to build the advanced operations to execute
  • Understand the expanded breadth of marketing’s role in driving growth and how to work successfully across crossfunctional teams to drive customer centricity across the organisation.


Understanding the changing environment and how it is shaping marketing strategy and execution

  • What are the megatrends shaping marketing strategy
  • How do you identify those that are most relevant for your business and integrate them into your strategy


Leveraging digital to power growth and customer relationships

  • Understanding your audience: from segmentation to personalisation
  • Developing customer and market insights
  • Anticipating new opportunities to identify growth areas
  • Growing the customer solutions area: new value propositions and subscription models
  • Role of digital and data in giving you a competitive advantage

Turn Learning into Practice
with the DiG Simulation


During the programme you will have plenty of opportunity, through the case study method and through the DiG (Discovery, Innovation and Growth) simulation, to experiment with turning theory into practice – so that you return to your role with immediately actionable tools, skills and confidence. The DiG simulation will enable you to:

  • Fine-tune your own understanding of the knowledge you have acquired, taking you out of your comfort zone but in a safe and risk-free environment
  • Develop leadership skills for customer-centricity, innovation, sustained growth and team performance
  • Gain a clear view of the whole marketing process from customer insights to innovation, marketing deployment and value creation.

INSEAD Personalised Experience




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