Digital marketing skills
Philips
The challenge
Philips had the ambition to enhance the digital marketing skills of marketers, bridging the gap between specialists and generalists. And to empower marketers to effectively communicate their requirements to agencies and accurately interpret proposals.
The approach
A program was designed with 3 components: 1) personal digital marketing learning experience; 2) masterclass; and 3) deep dives.
2 versions of the masterclass were designed: 1) Digital Strategy & Planning and 2) Digital Activation & Performance.
The whole learning experience was centered around the development of a digital marketing campaign plan.
The result
Digital marketing program and digital masterclass
Global deployment: 4 business groups and 11 markets
400 participants trained, 70% scored NPS > 8