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 Sales Managers; 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.

Practical Application for Sales Managers

The following typical tasks from the daily work of Sales Managers serve as worked examples in the exercises; they can be adapted to other fields of activity during the course:

  • Pipeline forecasts
  • Pitch decks
  • Closing calls
  • Win-loss analyses
  • Territory plans
Course 1: Marketing: AI-Powered Market Analysis
Content
  • Introduction to Market Analysis: Fundamentals and Benefits
  • Components of Modern Market Analysis: Data, Sources, and AI
  • Marketing-Relevant Analysis Areas: Overview and Classification
  • Demand and Dynamics: Reading Trends, Seasonality, and Signals
  • Competition: Analyzing Offers, Messaging, and Channels
  • Target Audiences: Understanding Data, Patterns, and Access
  • Segment Delineation: Attractiveness, Potential, and Focus
  • Persona Development: Goals, Barriers, and Triggers
  • Customer Journey Mapping: Phases, Touchpoints, and Friction Points
  • Synthesizing Insights: From Big Data to Clear Recommendations
  • Reporting and Visualization: Preparing and Presenting Results Effectively
  • Future Outlook: Trends and Next Steps

Learning Objectives
  • Understand the foundational principles and benefits of modern market analysis.
  • Identify and utilize data sources and AI tools for market research.
  • Analyze demand, market dynamics, and competitive landscapes.
  • Develop detailed target audience profiles and customer personas.
  • Map and analyze customer journeys to identify areas for improvement.
  • Translate complex data into clear, actionable recommendations and visualizations.

Career Prospects

The skills acquired are applicable in roles such as market research analysts, marketing strategists, data analysts, and product managers. Participants will be prepared to contribute to data-informed marketing strategies and business development.

Course 2: ISO 27001 Lead Auditor
Content
  • Introduction to Information Security Management Systems (ISMS) and ISO/IEC 27001
  • Standards and Regulatory Frameworks
  • Fundamental Principles of Information Security
  • ISO/IEC 27001 Requirements
  • Audit Principles, Preparation, and Initiation
  • On-site Audit Activities
  • Concluding the Audit
  • Fundamentals of Auditing
  • Audit Planning and Preparation
  • Conducting Audits
  • Audit Reporting and Follow-up
  • Management Review and Internal Audits
  • Improvement Potential and Continuous Improvement
  • Roles and Responsibilities in the Audit Process
  • Communication and Reporting
  • Audit Conclusions and Action Plans
  • Preparation for Certification
  • Practical Exercises and Case Studies

Learning Objectives
  • Comprehend the structure and requirements of the ISO/IEC 27001 standard.
  • Understand the principles and methodologies of information security auditing.
  • Plan, conduct, and report on ISMS audits effectively.
  • Identify non-conformities and recommend corrective actions.
  • Evaluate the effectiveness of an ISMS and its contribution to continuous improvement.
  • Prepare organizations for ISO 27001 certification audits.

Career Prospects

Upon successful completion and certification, participants can pursue roles as ISO 27001 Lead Auditors, information security managers, compliance officers, and consultants specializing in information security management. This qualification is valuable for professionals in IT, risk management, and corporate governance.