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Diploma in Commercial Excellence

Program for Business Leaders and Managers Responsible for Making and Implementing Commercial Decisions

The Diploma in Commercial Excellence program gives you a holistic view and concrete tools for planning and implementing your commercial strategy. You will learn and practice how to renew or explore new business models with greater agility, customer-centricity, and innovativeness. 

The program introduces structures, tasks, and tools for implementing value-based thinking in marketing, sales, and other key business functions. You will gain market-proven methods and practices to systematically explore new business models and value creation for your customers. 

The program can be adapted to your personal development needs and time frame. The Diploma consists of two core modules (3 + 3 days), one elective module, and one online course. Elective modules and online courses can be chosen from the selection of topics offered in different Aalto EE programs. This allows you to tailor your Diploma based on your specific learning goals and needs. All modules can also be taken as a stand-alone for an individual fee. 

The core modules focus on implementing value-based thinking in marketing and sales and increasing customer-centricity to enhance own value to customers. They also introduce market-proven tools and methods for modeling your business and competition and for systematically validating the value you create for your customers. 

After completing the Diploma, you know what commercial success and customer-centricity really are about. You have concrete tools and methods to reassess your future commercial strategy and success factors, and you know what needs to be done when executing the plan.

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September 11, 2023

Elective modules can be chosen from the selection of topics offered in different Aalto EE programs, which allows you to tailor your Diploma based on your specific learning goals and needs.

Each element in the Diploma is planned so that you will be able to seek commercial excellence and growth on a global scale. 

Study credits from this program can be transferred to the Aalto Executive MBA or Aalto MBA program.

Benefits

The program updates the mindset and perspectives to value-based thinking and customer-centricity as sources of competitive advantage. It introduces systematic, market-proven approaches to explore new business opportunities and create value for your customers. Gain perspectives and concrete tools to reassess your future commercial strategy and success factors and understand what needs to be done when executing the plan.

Learn how to position your products and services for an attractive portfolio
Practice methods to explore new business opportunities with greater agility, customer centricity, and innovativeness
Gain tools for systematically validating the value you create to your customers
Learn to apply customer-centric framework from planning all the way to execution and follow up

For

The program is designed for business leaders and managers responsible for making, evaluating, and implementing commercial decisions. You can operate in B2B, service, or consumer businesses.

You may operate as a business unit leader, function leader, or in product, service, or offering management. 

The program is also suitable for marketing and sales professionals seeking new perspectives and concrete tools to reassess their commercial strategy and explore new business models with greater agility, customer-centricity, and innovativeness.

Contents and Schedule

The core modules focus on implementing value-based thinking in marketing and sales, as well as increasing customer-centricity to enhance own value to customers. The modules introduce tools and methods for modelling your business and competition, and for systematically validating the value you create to your customers. Elective module can be chosen from the selection of topics, allowing you to tailor your Diploma based on your specific learning goals and needs. 

During the modules participants will acquire knowledge from a variety of examples from both business and consumer markets in a comprehensive manner using interactive expert lectures, hands-on workshops and strategy simulation, visiting industry representatives and company cases.

Program Structure

Pre-module period of 2-3 weeks

Individual preparation and assignments

Three-day module

Intensive contact learning session with instructor and peers

Post-module period

Take-home assignment

Modules

Instructors

Nermin Hairedin

Nermin Hairedin is a digital, data, and marketing professional. She has an extensive background in digitalizing businesses for over 20 years.

Hairedin has proven track record of successful turnarounds and growing businesses exponentially, both greenfield and M&A. She has been part of founding Fonecta and worked as one of the pioneers in setting up data-driven businesses. She has held several global senior management positions at Nokia. Her last corporate position was as the Finnish CEO of marketing agency giant Dentsu before moving into board work and entrepreneurship.

Hairedin has practical knowledge of global markets. Her business experience covers services, telecom, media, retail, sales, data&analytics, and marketing. She has specialized in digital transformation, which is all about organizational culture, as well as driving marketing to be a strategic asset for growing company value.

She is currently the co-owner and CEO of a customer-friendly IT and software development startup Frumatic Ltd. She also serves as a board executive in SOK (S Group), Örum Ltd, VR Group, Delipap Ltd and HopLop Ltd. In addition, she works as a strategy advisor, keynote speaker, and investor. Hairedin holds an M.Sc. degree from Aalto University (Helsinki School of Economics and Business Administration) and has university studies also from France, Turkey, the USA, and Sweden.

Mikko Laukkanen

Mikko Laukkanen is Post-Doctoral Researcher at Aalto University School of Business and Academic Director at Aalto University Executive Education.

Dr. Laukkanen specializes in customer experience management, service design and service business, strategic marketing, business model innovation, and innovation management.

He has an extensive background of consulting and research projects with large international firms, and is a well-liked lecturer and sought-after public speaker. He has pioneered a number of experiential teaching methods in his executive and university teaching.

At Aalto University Executive Education, Dr. Laukkanen works as the Academic Director, and is responsible for the academic quality of Aalto EE’s extensive portfolio of programs.

Mikko Laukkanen has a Doctor of Science in Economics and Business Administration from Aalto University School of Business.

Fabian Sepulveda

Dr. Fabian Sepulveda has more than 20 years of experience in engineering, management consulting, and investment banking at companies such as Lucent Technologies, A.T. Kearney, and J.P. Morgan. 

He is actively involved in Finland’s entrepreneurial ecosystem as a start-up coach and Lean Launchpad® trainer, and helps organizations understand and execute Lean Start-up methodologies and customer development. He teaches Venture Formation and other courses at the Aalto Ventures Program and Aalto University Executive Education

Program Fee and Registration

Program start

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