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Chief Marketing Officers (CMOs) have now been elevated from drivers of competitive and market intelligence to architects of strategic roadmaps for their organisations. The Advanced Leadership Programme - Pathway to CMO empowers aspiring CMOs and senior marketing executives with actionable insights to orchestrate impeccable growth strategies, laying the foundation for them to be CMO office-ready.
The programme transforms participants into marketing thought leaders by developing critical skills and leveraging insights from behavioural science, economics, and analytics. Participants will master customer-centricity, understand evolving customer preferences, and excel in the dynamic CMO role. They will learn how to enhance performance across marketing channels, harness AI and emerging technologies, lead digital transformation, and manage brands in domestic and global markets.
The programme is designed to build critical skill sets and transform participants into marketing thought leaders. Through research-backed insights on behavioural science, economics, analytics, and more, participants will better understand customer-centricity and customer experience.
Develop a thorough understanding of customer preferences and how they are evolving
Understand the dynamic role of a CMO in today’s fast-changing business landscape
Lead and improve performance across marketing channels
Leverage AI, Machine Learning and other emerging technologies for data gathering and analysis
Lead the digital transformation of your organisation through the marketing lens
Build and manage successful brands in domestic and global markets
Manage end-to-end P&L
Design products, processes, KPIs and organisations with an eye on the future
Learn to be a motivator and visionary leader while effectively navigating crises
This programme is ideal for high-potential executives looking to create differentiated growth strategies for the organisation through cutting-edge interventions. Ideal candidates include:
Drawing on the psychology of decision-making, participants will learn how customers behave and the importance of being customer-centric. The module covers the nuances of customer orientation, segmentation, targeting, positioning, and organisational decision-making, among other key concepts. Through a deeper understanding of the building blocks of engagement and experience, participants will be able to establish better consumer service and retention strategies.
In this module, participants will explore the performance-oriented skills that enable CMOs to thoroughly understand sales management, advertising and media management, retail, and the use of AI and ML in marketing. They will gain a deeper understanding of core topics such as advertising measurement, media planning and buying, lead generation, global expansion, franchising, and D2C marketing.
This module delves into how a CMO can build successful and sustainable brands. Participants will also explore the balance a marketing leader should strike between brand management and leveraging the 4Ps – product, promotion, pricing and place. They will explore brand-building strategies, brand equity measurement methods, and brand culture. They will also map the 4Ps to changes in product lifecycle and industry.
The last module prepares participants for boardroom conversations, equips them with the art of storytelling, and teaches them how to secure buy-in from internal stakeholders. It also covers the nuances of crisis management, negotiation, personal brand-building and leading diverse teams. Participants will gain a better understanding of team structures and dynamics, organisational culture, and safety.
Associate Professor of Marketing, ISB
Programme Director ALP-CMO
Associate Professor of Marketing, ISB
Associate Professor of Operations Management, ISB
Associate Professor of Organisational Behaviour, ISB
Assistant Professor of Economics and Public Policy, ISB
Associate Professor of Finance (Practice), ISB
Associate Professor of Marketing, ISB
Associate Professor of Marketing, ISB
Clinical Assistant Professor of (Teaching), Information Systems, ISB
Professor of Practice, ISB
Professor of Marketing, Lee Kong Chian School of Business, Singapore Management University, Visiting Faculty, ISB
Professor of Marketing, Lee Kong Chian School of Business, Singapore Management University, Visiting Faculty, ISB
Coca-Cola Company Chair of Marketing and Professor, Terry College of Business, University of Georgia, Visiting Faculty, ISB
Associate Professor of Organizational Behavior, Crist W. Blackwell Scholar, UNC Kenan-Flagler Business School Visiting Faculty, ISB
Professor of Marketing, and the Goodman Academic-Industry Partnership Professor, Goodman School of Business, Brock University Visiting Faculty, ISB
Founder, Storywallahs Visiting Faculty, ISB
H.J. Zoffer Chair in Sustainability and Ethics, Katz Graduate School of Business, University of Pittsburgh, Visiting Faculty, ISB
Robert J. Trulaske, Sr. Professor, Associate Professor of Marketing,
Visiting Faculty, ISB
On successful completion of this programme, participants gain the ISB Executive Alumni status.
The privileges of this exclusive community include:
In addition to the above, ISB Executive Alumni are eligible to receive ongoing access to a variety of ISB research, information, and resources.
Please note that the access to the Learning Resource Centre (LRC) has been extended for participants of this programme for use throughout the programme duration. Participants will be liable to pay & procure LRC’s paid content.