Delivered face-to-face at Alliance Manchester Business School’s Executive Education centre, this course involves a range of interactive learning styles that connect theory with practice. Upon completion of this course, you will return to your organisation with applied, up to date knowledge of managing your customer journeys.

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Throughout the course, you will hear from leading academics, network with a variety of business leaders and work with other delegates to apply core aspects of the course to your organisation.

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During your time on this course, you will gain several stand-out learning experiences, including:

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Applied Learning - A learning environment created by the course facilitator that draws on the experience and input of your course peers.

Knowledge Transfer - A steady stream of feedback from participating peers with diverse business backgrounds to help build your leadership skills.

Reflection - A rare time-out to contemplate your own digital marketing capabilities and challenges while engaging with our world-class experts in the marketing field.

Network Expansion - An expanding professional network drawn from your peers.

Personal Growth - An expanding self-awareness of your own marketing competencies and how they can be honed.

Behavioural Change - An adoption of new rationales and mindsets that improve your managerial skills.

• Refresh your understanding of effective management of customers during their interaction with your organisation
• Increase confidence when applying tools and models to measure aspects of the customer journey
• Acquire skills in leading senior-level strategy conversations
• Learn tools to measure the quality of your existing customer journey and identify changes needed to provide an improved customer experience
• Become a member of the AMBS Executive Education Network and benefit from top-class speaker events, regular updates and networking opportunities with like-minded professionals
• Demonstrate your commitment to continued professional development and gain expert insights through real-world case studies and industry speakers

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• Implement new approaches into your organisation to improve customer inspiration and customer value
• Suggest ways in which your organisation could enhance their customers’ experiences
• Apply measurement tools and frameworks which solidify your organisation’s strategies
• Use customer journey data to demonstrate what the customer truly needs to improve customer relationships
• Share knowledge of new-found tools, techniques, and concepts that will help to maximise every customer interaction and convert potential purchases into returning customers

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This course is designed for business professionals from customer-facing industries such as retailing and services, who want to improve how their organisation interacts with its customers, by taking a strategic view on the customer journey and unleashing competitive advantages.

Heiner Evanschitzky, Professor of Marketing, has researched primarily in retail marketing/management and has investigated in technology in customer inspiration and participation, relationship marketing, and profit chain models.

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His international experience is extensive, having received his PhD from the University of Muenster, Germany, and spent time as visiting professor at University of St. Gallen, Switzerland, Curtin Business School, Australia, and Florida Atlantic University in the US.

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