ISM Endorsed Certificate in Marketing Leadership Practices (CMLP)

In today’s dynamic and competitive marketplace, marketing professionals must make informed strategic decisions, understand evolving market conditions, and respond effectively to change. This course equips participants with the skills to analyze the marketing environment and translate insights into sound marketing strategies. Participants will also learn how to design and manage customer experiences, build strong brands, win at managing products and product lifecycles. In addition, the course covers emerging topics in marketing such marketing governance, neuromarketing, value-based pricing techniques, and measuring marketing effectiveness. PrerequisitesNone — open to managers at all levels

5 Days

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Course Methodology

This course uses a blend of case studies, group discussions, leadership frameworks, and hands-on simulations to help participants apply concepts in real-world scenarios. Tools like customer journey mapping, strategy grids, self-assessments, and brand audits will be used to help participants acquire and apply the right competencies necessary to thrive in marketing leadership roles.

Course Objectives

By the end of the course, participants will be able to:

Analyze the marketing environment and make informed strategic marketing choices by interpreting trends, risks, opportunities, and market dynamics
Design and evaluate customer experiences by developing customer personas, customer journey maps, and measuring the effectiveness of CX initiatives
Build, manage, and measure strong brands by defining brand purpose, positioning, identity, and assessing brand equity and performance
Develop and manage effective product strategies by designing product concepts and business models, and managing products across their lifecycle
Identify marketing emerging themes and modern best practices to respond to market challenges and disruptions

Target Audience

The course will be of interest to a wide range of customer service, marketing, PR, communications, sales and operations professionals. It addresses professionals wishing to understand the importance and role of customer experience and to design and implement CX programs and build their competencies in marketing and sales and to develop their skills in such disciplines.

Target Competencies

Environment analysis
Crafting effective marketing mix
Developing customer personas and journey maps
Developing a brand identity
Analyzing product strategies
Launching marketing campaigns
Storytelling skills

Course Outline

Strategic Choices for Marketing Leaders
- Seeing the big picture: The marketing environment
- Interpreting trends, risks, and opportunities
- From environmental analysis to strategic insight
- Designing marketing mix strategies
- Anticipating market shifts and disruptions
Customer-Centricity in Action
- Customer service vs customer experience
- The 6 pillars of customer experience
- Crafting effective customer personas
- Developing customer journey maps
- Measuring the CX effectiveness initiatives
Managing and Growing Strong Brands
- Understanding what a brand really is
- Defining brand purpose and positioning
- Building brand identity and personality
- Managing brand equity
- Measuring brand performance and health
Winning at New Products and Lifecycle Management
- Applying the problem, solution, and business model canvas
- Developing product vision and mission
- Techniques for testing product viability
- Understanding the Product Lifecycle concept
- Managing product performance across the lifecycle
Modern Marketing Practices and Applications
- Marketing governance
- Neuromarketing
- Storytelling for marketing and branding
- Value-based pricing techniques
- Measuring marketing performance

2026 Schedule & Fees

Course Fees Starting From

USD 0

Location & Date

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