Africa Business School, campus UM6P Rabat

English

Application Review

02 December 2025

6 days (in-person)

The Strategic Marketing module is designed for senior professionals and business leaders who want to improve their marketing skills and boost company performance. This program goes over key parts of strategic marketing, such as market analysis, customer segmentation, value proposition creation, competitive positioning, and adding digital strategies. This module aims to provide executives with knowledge, analytical skills, and useful tools to create and apply effective marketing strategies that meet company goals, respond to market changes, and bring long-term benefits to customers and stakeholders.

Learning Outcomes:

• LO1: Identify key concepts and principles of strategic marketing and their role in organizational success
• LO2: Analyze market dynamics and evaluate customer needs to inform marketing strategy decisions
• LO3: Develop actionable marketing strategies that address organizational goals and market demands
• LO4: Evaluate the effectiveness and sustainability of strategic marketing initiatives

The Customer Centricity – Strategy, Mindset, and Culture is designed for senior leaders and professionals who want to make their organizations more focused on customers. This program looks at why customer centricity is important, what mindset is needed to put customer needs first, and what cultural changes are needed to make customer-first practices part of teams and processes. The module seeks to provide executives with the knowledge, skills, and frameworks to create and maintain a customer-focused organization by syncing strategy, mindset, and culture with what customers need and expect. With interactive sessions, case studies, and hands-on exercises, participants will learn tools and strategies to create better customer experiences, encourage loyalty, and promote steady business growth.

Learning Outcomes:

• LO1: Understand and analyze the relationship between customer-centric strategies and sustainability principles to drive long-term organizational success
• LO2: Develop actionable customer-centric strategies that incorporate sustainability principles to address customer needs and societal challenges
• LO3: Evaluate and refine customer-centric strategies to measure their effectiveness in promoting sustainability and achieving business growth
• LO4: Foster a customer-centric mindset and culture across organizational teams to ensure the successful implementation of sustainability-driven strategies

The Sustainable Marketing program is designed to furnish participants with a comprehensive understanding of the art of crafting most impactful campaigns, responsible marketing strategies, and environmental considerations. It is targeted at marketing professionals, sustainability advocates, and senior-level executives who are steadfast in their pursuit of sustainability objectives. It serves as a guide to empowering participants to develop winning marketing strategies tailored to sustainable market offerings. The program’s core focus lies in staying attuned to the latest trends in sustainable marketing practices, while also providing hands-on exposure to the development and execution of sustainable marketing strategies in a dynamic, technology-focused era.

Learning Outcomes:

• LO1: Analyze and evaluate current sustainability trends and their implications for marketing opportunities
• LO2: Understand and respond to changing consumer behaviors in a sustainability-focused world
• LO3: Design creative and adaptive solutions to address sustainability challenges faced by marketers
• LO4: Implement sustainable marketing practices that harmonize shareholder demands with evolving customer expectations to create competitive advantage

The Strategic Digital Marketing module is designed to equip senior professionals and business leaders with the essential knowledge and practical skills needed for effective digital marketing campaigns. The program covers the core elements of strategic digital marketing, including audience targeting, content marketing, performance measurement, and leveraging emerging technologies such as AI and automation. The program covers initiatives that enhance customer engagement, drive business growth, and sustain competitive advantage in an evolving digital landscape. Through practical exercises, case studies, and expert insights, participants will learn to create data-driven campaigns that align with business objectives and deliver measurable results.

Learning Outcomes:

• LO1: Design and implement comprehensive digital marketing strategies that integrate AI, content marketing, and performance measurement to achieve organizational goals
• LO2: Develop strategic digital marketing initiatives that align with broader organizational goals and capitalize on digital industry trends to maintain competitive advantage
• LO3: Leverage emerging technologies such as AI, machine learning, and automation to enhance the efficiency and effectiveness of digital marketing strategies
• LO4: Critically evaluate the impact of digital marketing initiatives using performance analytics to refine strategies and demonstrate measurable business value

Course Challenge: How can an executive marketer effectively structure and lead the launch of an innovation in an uncertain and competitive environment?

Course Objectives: Understand the specificities of marketing innovation (vs traditional marketing), Master the tools for development, test, and position an innovative offer, Align innovation, customer value, and market activation, Experience the tools and approaches through practical case studies and simulations.

Learning Outcomes:

• Design a customer-centric value proposition for an innovation
• Understand and segment early adopters vs mainstream audiences
• Build a go-to-market strategy tailored to innovative products/services
• Apply MVP (Minimum Viable Product) logic and methodology to position, communicate, and price an innovation effectively

This Business certificate is designed for top management and C-level executives in sales and marketing function as general management who want to develop and to enhance sales performance in competitive environments. Participants will gain practical knowledge in managing sales teams, developing customer-centric strategies, and aligning sales efforts with overall business objectives to achieve sustainable growth.

Learning Outcomes:

• LG1: Develop and implement strategic business development plans to drive growth in new and existing market segments
• • LG1.1: Analyze and assess market trends to identify high-potential opportunities for business expansion
• • LG1.2: Develop business strategies that align with organizational goals and revenue growth targets
• • LG1.3: Apply business development frameworks to penetrate new markets and sustain growth
• LG2: Lead high-performing sales teams to enhance sales performance and achieve business goals
• • LG2.1: Implement leadership skills to manage and inspire sales teams toward achieving high sales performance
• • LG2.2: Align sales management practices with business strategies for better integration and performance tracking
• • LG2.3: Build and sustain sales teams through effective talent management, motivation, and performance tracking
• LG3: Build and manage strong relationships with key accounts to drive long-term customer loyalty
• • LG3.1: Develop key account management strategies to optimize value creation for top clients
• • LG3.2: Implement customer-centric strategies that align with client needs and enhance long-term loyalty
• • LG3.3: Leverage CRM tools and techniques to enhance relationship management and monitor key account performance
• LG4: Master value-based selling techniques to improve sales outcomes
• • LG4.1: Develop tailored sales proposals that align with the specific needs and pain points of clients, highlighting the unique value of the product or service
• • LG4.2: Demonstrate the ability to differentiate products or services based on their value proposition, ensuring a clear competitive advantage
• • LG4.3: Build long-term client satisfaction and loyalty by consistently delivering on value promises and addressing solutions to evolving client needs
• LG5: Acquire advanced negotiation and influencing techniques to improve sales outcomes
• • LG5.1: Apply advanced negotiation strategies to navigate complex sales processes and manage client expectations effectively
• • LG5.2: Demonstrate techniques for handling and overcoming objections to drive deals toward successful closure
• • LG5.3: Maintain and foster strong, positive relationships with clients while achieving desired sales outcomes through effective influencing and negotiation