MT3 Marketing Technology
ZHAW Zurich University of Applied Sciences
The Marketing Technology Professional Certificate, offered by the ZHAW School of Management and Law and the School of Engineering, is a three-course program meticulously designed to accelerate your career at the intersection of marketing strategy and cutting-edge technology.
About this Course
In today's digital age, successful client acquisition and retention hinge upon continuous improvement in marketing tools. However, navigating the ever-expanding landscape of marketing technology can be daunting. Unlike other industries where toolsets consolidate, the marketing technology toolbox seems to grow exponentially year by year. This complexity poses a significant challenge for marketing leaders striving to maximise the effectiveness of their technology stack. As data and technology become increasingly integral to marketing strategies, organisations are allocating a significant portion of their budgets to their marketing technology stack. In fact, according to Gartner Inc., marketing departments currently allocate over a quarter of their budgets to marketing technology. This highlights the crucial role that marketing technology plays in contemporary marketing. However, many marketing leaders struggle to keep pace with the rapid evolution of marketing technology. With a plethora of tools offering various functionalities and sometimes overlapping capabilities, finding the right solution for a business has become increasingly complex. Therefore, it's imperative to ensure that a substantial portion of the marketing budget allocated to marketing technology is judiciously spent. Throughout this MOOC, we'll explore the intricacies of marketing technology, key concepts, trends, and strategies to help you navigate this complex landscape effectively. Join us as we embark on a journey to unlock the potential of marketing technology and drive success in your marketing endeavours.
What You'll Learn
- Map today’s MarTech landscape and understand why tool growth outpaces consolidation in other industries.
- Evaluate and prioritise tools to build a streamlined stack that fits your goals and avoids overlapping features or wasted spending.
- Leverage data-driven strategies to turn marketing and tech resources into a sustained competitive edge.
- Track key trends and frameworks that help marketing leaders stay ahead of rapid MarTech evolution.
Instructors
Marcel Hüttermann
Dr.
Jochen Wulf
Dr.