Added Value Marketing Approaches (online)



Overview

This course is for marketing professionals and business owners who know the fundamentals of marketing but who are looking for alternative ideas, tools or approaches. With these they can improve how they engage with customers and develop the marketing capability of their business or team. The course can be taken in addition to Branding & Marketing (online) or on its own. 

This course is of value to those who want to learn how to:  

  • Shape and deliver profitable customer value propositions that are aligned with sales and marketing objectives 
  • Build a high-performance marketing team which is aligned to organisational purpose and accountable towards business objectives  
  • Capitalise on how excellence in customer service can work in partnership with  marketing and increase demand for products or services  

The course is delivered via 3 x 2-hour online sessions using MS Teams.  

Course Objectives:  

Added Value Marketing Approaches has five main objectives for participants: 

  • Introduce aspects of marketing they may have not explored in detail before 
  • Present alternative tools, concepts and model to help with personal development   
  • Give more time and space to consider how to implement new ideas and concepts  
  • Challenge perceptions about the effectiveness of their own marketing 
  • Make them feel motivated and inspired to apply in what they learn.  

Our expectations  

At the end of the course, participates will come away with:

  • A deeper understanding of how to capitalise on the approaches discussed 
  • Motivated to try new things based on the case studies they have encountered  
  • New contacts, reference points and tactics  
  • A sense of how to think differently about marketing 
  • A desire to continue their knowledge and understanding of this topic.  

Programme details

Session 1: Shaping and Delivering Value Propositions 

This session looks at value propositions from multiple angles and aims to give attendees the confidence, knowledge and tools to improve existing as well as future propositions.   

  • What is a value proposition and why they are important  
  • Successful value propositions and the business benefits they deliver 
  • How we define value (economic, perceived, relational & experiential) 
  • Value proposition case studies from different business sectors 
  • Tools and methodologies to create a value proposition.  

Companies who know who their customers are and what they care about, are better able to communicate the value they offer.  

Session 2: Customer Service as Marketing  

In this session, we consider the influence and importance of customer service as a marketing tool and why it should not be treated in isolation 

  • Why customer service is a function of marketing 
  • How customer feedback has become more influential that traditional marketing 
  • Ways in which tone of voice is a customer service marketing tool and the implications of AI 
  • Why a successful customer experience leads to demand creation and strengthens brand identity 
  • Brands that provide exceptional customer service and the lessons to learn from them 

Whilst customer service is looked upon as a separate discipline, this session explores the overlap between it and digital marketing. 

Session 3: Building a Winning Marketing  

This session focusses on the attributes of a high-performing marketing function. Although every organisation is different, we discuss how to define a model for success. From assessing the balance of skills you require, the alignment with other functions of your organisation, and how AI might change everything...  

  • How do you know if you are being successful? 
  • Which inhouse and outsourced skills does your team need? 
  • What role does AI play in your marketing function, now, and what could the future hold? 
  • Why does open communication matter? 
  • How do you align with other functional teams across the organisation? 

This session provides ways to observe, diagnose team performance and individual contributions towards team success.  

Dates, Times and Delivery

The Added Value Marketing Approaches (online) course will be delivered in three online sessions, from 11 - 13 February 2025.

Each session will last two hours.

These live video sessions will be held over Microsoft Teams at 10:30 – 12:30 (UK time) on:

  • Tuesday 11 February
  • Wednesday 12 February
  • Thursday 13 February

A world clock, and time zone converter can be found here: https://bit.ly/3bSPu6D

This is a ‘virtual classroom’ course, and is designed to replicate the experience of a classroom. The sessions are ‘live’ and are not recorded.

No attendance at Oxford is required and you do not need to purchase any software.

Accessing Your Online Course 

Details about accessing the private MS Teams course site will be emailed to you during the week prior to the course commencing.  

Please get in touch if you have not received this information within three working days of the course start date. 

Digital Certification

In order to be eligible for a certificate of attendance, you will need to attend the whole course. Participants who meet this criterion will be emailed after the end of the course with a link, and instructions on how to access their University of Oxford digital certificate. 

The certificate will show your name, the course title and the dates of the course you attended. You will be able to download your certificate, as well as share it on social media if you choose to do so. 

Fees

Description Costs
Course Fee £465.00

Payment

Fees include electronic copies of course materials. 

All courses are VAT exempt. 

Register immediately online  

Click the 'Book now' button on this webpage. Payment by credit or debit card is required. 

Tutor

Oxentia Ltd

Oxford’s Global Innovation Consultancy

The Oxentia Team

Oxentia is the global innovation management and technology commercialisation consultancy that started its life as an operating division within the world-leading technology transfer company of the University of Oxford, Oxford University Innovation. 

Oxentia is a key component of Oxford’s thriving innovation ecosystem.

Since 2004, Oxentia has delivered innovation services to a worldwide customer base of public and private sector clients in over 80 countries. 

Application

If you would like to discuss your application or any part of the application process before applying, please click on the 'Ask a question' button at the top of this page. 

IT requirements

This course is delivered online using Microsoft Teams. You will be required to follow and implement the instructions we send you to fully access Microsoft Teams on the University of Oxford's secure IT network.

To participate you must be familiar with using a computer for purposes such as sending email and searching the Internet. You will also need regular access to the Internet and a computer meeting our recommended minimum computer specification.

It is advised to use headphones with working speakers and microphone.

Terms & conditions for applicants and students

Information on financial support