Customer and Commercial Development

Overview

Working with this omni channel management focus will enable you to develop and optimize integrated marketing and sales functions to create customer value, increase business performance and implement commercial excellence.

This Customer and Commercial Development concentration at Copenhagen Business School (CBS) has a strong focus on the impact of digitalization on customer and commercial development in marketing and sales functions.

Learning outcomes

You will learn how to utilize the new opportunities that come with the implementation of digital strategies and multiple platforms for increased reach and efficiency as well as customer value and interaction. 

Through an understanding of how these new methods, tools, techniques and technologies drive the digital transformation of marketing and sales functions you will learn how this affects the company on both the strategic level, operational level and the business performance level. With this Omni channel management approach you will learn to effectively build, manage and strategically position digitally based integrated marketing and sales functions across multiple channels and markets.

You will understand how theories and concepts of consumer behavior and customer dialogue can be used to increase customer value, satisfaction, and loyalty, and provide valuable insights in the design and alignment of integrated marketing and sales activities. You will learn how to use multiple platforms to secure a holistic and relevant customer journey in all touchpoints and provide a streamlined and personal communication. This insight will allow you to utilize the new opportunities deriving from increasing digitalization and customer engagement to create innovative business models which may increase customer value and drive business performance and growth.

You will learn how to translate corporate strategies into marketing and sales strategies for different markets and segments, and understand how to adjust sales methods and selling behavior in relation to a specific market and strategy. You will also learn how to adjust the strategy and organization of the sales force and apply tools and techniques for measuring and managing profitability and value creation across customers, products, channels, markets etc. to facilitate sales strategy development and implementation.