Certified Professional Marketer – CPE
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Program Professional Framework
Certified Professional Marketer – CPE
Program Overview
Modern marketers must combine strategic thinking with data, digital channels and accountability for commercial results. This programme covers the end-to-end marketing discipline: market and customer research, segmentation and positioning, the extended marketing mix, customer journey design, digital and content marketing, and marketing analytics and return on investment. Participants build a complete marketing plan and learn to defend budgets with measurable outcomes, with examples from Gulf retail, banking, telecom and hospitality markets and attention to Arabic-first content and regional consumer behaviour.
Learning Outcomes
- ✓Conduct a market and competitor analysis using secondary data, customer research and the 5C framework.
- ✓Segment a market, select target segments and write a value-based positioning statement.
- ✓Design a marketing mix for a product or service, including pricing logic and channel strategy.
- ✓Plan an integrated digital campaign across search, social, email and content with defined conversion goals.
- ✓Measure campaign performance using customer acquisition cost, conversion rate, customer lifetime value and marketing ROI.
- ✓Assemble an annual marketing plan with objectives, budget allocation and a measurement framework.
Target Audience
- Marketing executives and marketing managers
- Product and category managers
- Digital marketing and e-commerce specialists
- Sales managers expanding into marketing responsibilities
Detailed Program Modules
01Marketing Strategy Foundations
- The role of marketing in value creation
- Situation analysis with the 5C framework and SWOT
- Setting SMART marketing objectives
02Customer and Market Insight
- Qualitative and quantitative market research
- Customer personas and buying behaviour in Gulf markets
- Competitor intelligence and market sizing
03Segmentation, Targeting and Positioning
- Segmentation bases and segment attractiveness
- Target selection and positioning statements
- Differentiation and value propositions
04The Marketing Mix and Customer Journey
- Product, price, place and promotion decisions
- People, process and physical evidence for services
- Mapping and optimising the customer journey
05Digital and Content Marketing
- Search, social and programmatic advertising
- Content strategy and Arabic-English content planning
- Marketing automation and CRM integration
06Marketing Analytics and the Marketing Plan
- Funnel metrics, attribution and marketing ROI
- Budget allocation and forecasting
- Building and presenting the annual marketing plan
Training Methodology
Applied Project & Assessment
Applied Project
Participants develop a twelve-month marketing plan for a product or service in a Gulf market, including research summary, segmentation and positioning, channel mix, an integrated campaign calendar, budget and KPI dashboard.
Assessment
Short diagnostic at the start, practical tasks linked to each learning outcome, and evaluation of the applied project against published criteria.