Added Value Marketing Approaches



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 works well as a follow-on to the Branding and Marketing course, although it can also be taken individually. 

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  

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 models to help with personal development   
  • Provide more time and space to consider how to implement new ideas and concepts  
  • Challenge perceptions about the effectiveness of their own marketing 
  • Leave participants feeling motivated and inspired to apply what they’ve learned

Course outcomes

By the end of the course, participants will:

  • Be equipped to shape and communicate high-impact value propositions that resonate with their target audiences

  • Understand how to position customer service as a powerful marketing tool that drives demand and builds brand trust

  • Gain practical tools, models and methodologies to unlock new marketing opportunities

  • Learn how to assess and build a marketing team that is strategically aligned with their organisation’s purpose and adaptable to future challenges, including the evolving role of AI

  • Walk away with actionable strategies to drive innovation, inspire their team and apply a more customer-centric approach to marketing efforts

  • Expand their network and draw inspiration from real-world case studies and peer discussion

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 is this important?  
  • Successful value propositions and the business benefits they deliver 
  • How we define value (economic, perceived, relational and 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 than 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 customer service and digital marketing. 

Session 3: Building a Winning Marketing Team

This session focuses 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, to aligning with other organisational functions, and understanding the evolving role of AI in your marketing strategy.

  • How do you know if you are being successful? 
  • Which in-house 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.  

This course can be taken separately or as part of a weekly discount fee package (9 - 14 June).

Attending Your Course 

Further details will be emailed to you two weeks ahead of your course, this will include registration information and an overview of the course timetable.

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

In the meantime, you may wish to plan your travel: Travel information

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 £595.00

Payment

Fees include course materials, tuition, refreshments and lunches. The price does not include accommodation.

All courses are VAT exempt.

Register immediately online 

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

Request an invoice

If you require an invoice for your company or organisation, please email us to request an online application form.  

Payment is then accepted online, by credit/debit card, or by bank transfer. 

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 'Ask a Question' at the top of this page. 

Level and demands

If you're uncertain whether this course is suitable for your requirements, please contact us with any questions you may have.

Accommodation

Although not included in the course fee, accommodation may be available at our on-site Rewley House Residential Centre. All bedrooms are en suite and decorated to a high standard, and come with tea- and coffee-making facilities, free Wi-Fi access and Freeview TV. Guests can take advantage of the excellent dining facilities and common room bar, where they may relax and network with others on the programme.

To check prices, availability and to book rooms please visit the Rewley House Residential Centre website. 

Enrolled students are entitled to discounted accommodation rates for the purpose of study, at Rewley House, and can contact the administration team for the promotional code to use for making online accommodation bookings via the website.

Terms & conditions for applicants and students

Information on financial support