This training program is open to anyone interested in expanding their professional skills. The practical examples and exercises are chosen so they map well to the daily work of Board Assistants; participation is expressly open to everyone, regardless of current professional role. The course teaches methods, tools, and content that can be applied in many different work contexts.
The following typical tasks from the daily work of Board Assistants serve as worked examples in the exercises; they can be adapted to other fields of activity during the course:
- Board packages
- Supervisory board briefings
- Quarterly syntheses
- Investor updates
- Strategy decks
Content
- Fundamentals and benefits of market analysis
- Components of modern market analysis: data, sources, and AI
- Marketing-relevant analysis fields: overview and classification
- Analyzing demand and dynamics: understanding trends, seasonality, and signals
- Competitive analysis: examining offerings, messaging, and channels
- Understanding target groups: data, patterns, and access
- Defining market segments: attractiveness, potential, and focus
- Developing personas: goals, barriers, and triggers
- Mapping the customer journey: phases, touchpoints, and friction points
- Consolidating insights: transforming large datasets into clear recommendations
- Reporting and visualization: preparing and presenting results effectively
- Future outlook: trends and next steps
Learning Objectives
- Perform data-driven market analysis using AI tools.
- Identify and interpret market trends and signals.
- Analyze competitive landscapes and target audience data.
- Develop detailed customer personas and map customer journeys.
- Translate complex data into actionable marketing strategies.
- Present analysis findings clearly and persuasively.
Course 2: ChatGPT Expert
Content
- Introduction to the world of artificial intelligence
- Working with ChatGPT
- Fundamentals of generative AI
- Advanced ChatGPT features and alternative LLMs
- Security considerations when using ChatGPT
- Application scenarios for ChatGPT
Learning Objectives
- Understand the principles of generative AI and large language models.
- Utilize ChatGPT for diverse communication and content creation tasks.
- Apply ChatGPT effectively in various professional contexts.
- Recognize and mitigate security risks associated with AI tools.
- Explore and evaluate alternative AI language models.
Career Prospects
The skills acquired in this program are applicable in various professional fields, including marketing, market research, data analysis, IT project management, software development, and consulting. Typical roles involve the development, implementation, management, and analysis of AI-driven marketing strategies and communication tools. Participants will be prepared for positions requiring proficiency in AI applications for business intelligence and customer engagement.