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 Public Administration Officers; 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 Public Administration Officers serve as worked examples in the exercises; they can be adapted to other fields of activity during the course:
- Decision templates
- Case notes
- Citizen communication
- Public correspondence
- Approval logic
Marketing Analysis with AI
- Fundamentals and benefits of market analysis
- Components of modern market analysis: data, sources, and AI
- Marketing-relevant analysis fields: overview and context
- Analyzing demand and dynamics: reading trends, seasonality, and signals
- Competitive analysis: evaluating offerings, messaging, and channels
- Understanding target groups: data, patterns, and access
- Defining 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
Design Thinking
- Introduction to Design Thinking
- Core principles of Design Thinking
- Application areas: context for innovation
- Ideation and creativity techniques
- Prototyping and experimentation
- Iterative work and feedback loops
- Teamwork and interdisciplinary collaboration
- Innovation and error culture
- Scaling and integration of Design Thinking
- Measuring success and continuous improvement
- Conclusion and outlook
- Final project
Learning Objectives
Upon completion of this program, participants will be able to:
- Conduct market analyses using AI tools and methodologies.
- Interpret market data to identify trends, competitive landscapes, and target audience behaviors.
- Develop data-driven recommendations for marketing strategies.
- Apply Design Thinking principles to understand user needs and generate innovative solutions.
- Create and test prototypes to validate ideas.
- Collaborate effectively in interdisciplinary teams to drive innovation.
- Foster an environment conducive to innovation and continuous improvement.
Career Prospects
This program is relevant for professionals in fields such as marketing, product development, innovation management, and business strategy. Graduates will be prepared for roles involving market research, strategic planning, product innovation, user experience design, and consulting. The acquired skills are applicable in various industries seeking to leverage data-driven insights and innovative problem-solving approaches.