Leading Commercial Transformation

Balancing Tradition and Digital: Omnichannel Transformation in Customer-Centric Markets: Balancing tradition and digital transformation is essential in customer-centric markets. This module explores how companies can integrate physical and digital channels to deliver seamless experiences, addressing key topics like value propositions, customer journey mapping, and omnichannel KPIs. Traditional channels build trust and personalization, while digital channels offer speed and efficiency. By aligning strategies, processes, and incentives, organizations can meet evolving customer expectations, ensuring consistency, adaptability, and loyalty across all touchpoints.
Data-Driven Personalization: Leveraging Technology for Customer Loyalty: This module explores how customer-centricity goes beyond leveraging data, emphasizing sustainable business practices. Topics include customer segmentation, predictive analytics, and real-time personalization, while critically assessing whether these strategies create long-term value. Participants will discuss the ethical, legal, and reputational boundaries of data use and examine how balancing advanced technologies with responsible decision-making ensures both customer loyalty and sustainable growth in competitive markets.
Scaling Innovation: Digital Marketplaces for High-Value Products: This module explores how digital transformation enables new business models, including the rise of marketplaces for high-value products. Topics include customer acquisition strategies, process efficiency, and leveraging technology to enhance trust and convenience. Participants will analyze how digital platforms create scalability, optimize customer journeys, and redefine traditional industries, fostering innovative approaches to deliver value in competitive markets.
Adapting Sales Systems for Strategic Evolution: This module explores how structured sales systems drive growth and enable the digitalization of B2B and human salesforces. Topics include market analysis, sales process design, and aligning strategy, organization, and execution. Participants will discuss the triggers for commercial transformation and how sales systems must evolve with business strategies. The role of discipline, clear KPIs, and adaptability in ensuring sustainable growth and competitiveness will also be addressed.

The Digital Marketing & Customer Experience program leverages a range of highly dynamic teaching methodologies, including group discussions, class lectures, exercises and the case method, all aimed at honing your skills as an agent of change.

To ensure participants get the most out of the program, they will be asked to prepare the academic materials provided two weeks before the program’s start date.

The admission process entails a three-step process:

1. Complete and submit the online registration form.
2. Receive an email from the Executive Education department confirming that your application has been received. You will also see the dates of the Sprint, the approximate schedule, and the banking and billing details needed to formalize the registration fee.
3. Formalize the payment of the registration fee before the start of the Sprint. This is a mandatory condition to enroll in the program. Two weeks before the start of the Sprint, you will receive an email to register as a user and gain access to IESE’s virtual campus, where you can access pre-study material.

Fees

• General rate:  €4,800 
• Alumni rate: €4,320
• IESE Member rate: €4,080

Executive Education Certificate, Certificate in AI & Digital Transformation: 5% additional discount on the general or IESE Members fee.
VAT exempt for teaching. Contact us about our corporate agreements and fees for multiple registrations.
The payment of the fee is mandatory to access the program. The work material is included.
Places are limited and assigned on a first-come, first-served basis.

Payment Details

We accept payments by credit card or wire transfer.

Admissions Requirements

All registrations for Focused Programs are subject to the supervision of the Admissions Committee, whose task is to ensure that they meet the specific requirements of this type of program, in order to achieve optimal performance for all students in the classroom. As a general rule, participants must have at least ten years of professional experience and have held a managerial or responsible position in the last five years. Although there are no formal educational requirements, admission is based on professional achievements and organizational responsibility.

Cancellation Policy

Cancellations received within 7 days prior to the start of the program are subject to a 25% registration fee charge. IESE reserves the right to cancel or reschedule the program edition up to 7 days before the start date.

Companies and teams

• Companies with corporate agreements with IESE: discount of up to 20%.
• Discount on multiple applications, for individuals and teams: up to 25% for groups of four or more people.
• The more focused programs you take, the more benefits you will receive: you may be eligible for discounts of 5% to 15%.

Alumni

• Special price for alumni: 10% discount
• Special price for members of the IESE Alumni Association: 15% discount. Recommend 2 participants and each one will also get 15% off.

Scholarships

• Entrepreneurs
• Executive women
• ONGs

Contact the Focused Program team here for more details.

If interested in obtaining the IESE Certificate in AI & Digital Transformation:

• Complete, 3 Digital Focused Programs, in English or Spanish, within two years.

In addition to earning the IESE Certificate in AI & Digital Transformation, you will enjoy a series of other exclusive benefits:

• Professional guidance with an IESE adviser.

• 5% discount on any future Focused Program.

• Possibility of becoming a Member of the IESE Alumni Association, which delivers a broad array of exclusive benefits. Discover here how to make the most of the membership.

Getting to the Madrid campus

Madrid: Exe Moncloa 4*, EUROSTAR Zarzuela Park 4*, Meliá Madrid Princesa 5*, NH Madrid Chamberí 3*, NH Zurbano 4*.