Program Objectives
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 Front-Desk Staff; 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 Front-Desk Staff serve as worked examples in the exercises; they can be adapted to other fields of activity during the course:
- Visitor workflows
- Phone guidelines
- Booking tools
- Parcel logistics
- Security checklists
Content
- Introduction to market analysis: fundamentals and benefits.
- Components of modern market analysis: data, sources, and AI.
- Marketing-relevant analysis areas: overview and classification.
- Understanding demand and dynamics: reading trends, seasonality, and signals.
- Analyzing the competition: offerings, messaging, and channels.
- Understanding target groups: data, patterns, and access points.
- Defining market segments: attractiveness, potential, and focus.
- Developing personas: objectives, 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
- Conduct market analyses using AI tools and techniques.
- Interpret market data to identify trends and opportunities.
- Analyze competitive landscapes and target audience behavior.
- Develop data-driven marketing strategies and actionable recommendations.
- Present complex analytical findings in a clear and compelling manner.
Course 2: Agile Coach Certificate
Content
- Introduction to agility and agile values.
- Overview of agile frameworks.
- Agility in the context of strategy and operational work.
- Communication and questioning techniques.
- Conflict management in agile environments.
- Fundamentals of the coaching mindset.
- The role of the Agile Coach.
- Leadership and management in agile organizations.
- Organizational and systemic interventions in agile contexts.
- Final reflection and practical project.
Learning Objectives
- Understand and apply agile principles and values.
- Facilitate agile team processes and ceremonies.
- Employ effective communication, questioning, and conflict resolution techniques.
- Foster a coaching mindset and support team self-organization.
- Guide teams in achieving high performance and continuous improvement.
Career Prospects
Graduates of this program will be well-prepared for roles requiring expertise in data-driven marketing and agile team leadership. Specific career paths include positions in marketing analytics, digital marketing, product management, team leadership, and agile coaching within various industries. The acquired skills are highly relevant for roles focused on strategic analysis, process optimization, and team development.