Program Objectives
This training program is open to anyone interested in expanding their professional skills. The practical examples and exercises are chosen so they map well to the daily work of Communications Specialists; participation is expressly open to everyone, regardless of current professional role. The course teaches methods, tools, and content that can be applied in many different work contexts.
The following typical tasks from the daily work of Communications Specialists serve as worked examples in the exercises; they can be adapted to other fields of activity during the course:
- Change narratives
- Q&A hubs
- Townhall scripts
- Stakeholder messages
- Speaker briefings
The program is structured into two core courses:
- OKR*
This course provides comprehensive knowledge of Objectives and Key Results (OKR) and their role in boosting corporate performance and agility. Key topics include:
- The rationale and mindset for leadership in a VUCA (Volatility, Uncertainty, Complexity, Ambiguity) world.
- Fundamental principles and theory of OKRs.
- The OKR cycle and its practical application.
- Building strategic clarity through the strategy pyramid.
- Fostering a supportive culture and psychological safety.
- Setting effective Objectives and crafting qualitative goals.
- Implementing OKRs, including various implementation models.
- Engineering Key Results by measuring impactful metrics.
- Achieving organizational alignment through the OKR framework.
- Translating strategy into action with initiatives and roadmaps.
- Practical exercises for hands-on application.
- Maintaining OKRs in practice through regular check-ins.
- Utilizing CFRs (Conversations, Feedback, Recognition) and coaching for employee development.
- Institutionalizing learning through reviews and retrospectives.
- Designing and managing the transformation process for OKR adoption.
- Marketing: Market Analysis with AI*
This course explores how to conduct market analyses more easily, quickly, and precisely using AI, from data review to actionable recommendations. Key topics include:
- Fundamentals and benefits of market analysis.
- Building blocks of modern market analysis: data, sources, and AI.
- Overview and classification of marketing-relevant analysis fields.
- Reading demand and dynamics: trends, seasonality, and signals.
- Analyzing competition: offers, messaging, and channels.
- Understanding target groups: data, patterns, and access.
- Delineating segments: attractiveness, potential, and focus.
- Developing personas: goals, barriers, and triggers.
- Sketching the customer journey: phases, touchpoints, and friction points.
- Consolidating insights: transforming large datasets into clear recommendations.
- Reporting and visualization: preparing and presenting results effectively.
- Future outlook: trends and next steps.
Learning Objectives
Upon completion of this program, participants will be able to:
- Apply the OKR framework to set strategic objectives and measure progress.
- Develop and implement effective OKR cycles within an organization.
- Utilize AI tools and techniques to conduct comprehensive market analyses.
- Identify market trends, competitive landscapes, and target audience behaviors.
- Generate actionable insights and data-driven recommendations for marketing strategies.
- Enhance organizational agility and performance through strategic goal setting.
- Improve communication and alignment across teams and departments.
Career Prospects
This training program is relevant for professionals in roles such as:
- Strategic Planners
- Performance Managers
- Marketing Analysts
- Business Development Managers
- Product Managers
- Team Leaders
- Project Managers
- Consultants in strategy and marketing.
The acquired skills are applicable in various industries for roles focused on strategic execution, data analysis, and performance improvement.