How Marketers Can Lead Change Management for Marketing Transformations

Course details

In this course, learn how to successfully navigate and lead internal change management for marketing transformations to drive organizational growth. Despite the critical role of marketing transformations, most fail due to ineffective change management. Instructor Dina Shapiro shares insights into common pitfalls and best practices for implementing successful change initiatives. Through real-world examples and practical strategies, develop the skills to effectively communicate and connect emotionally with employees, mitigate employee uncertainties, and align stakeholders to achieve your change management goals. Whether you're a senior, mid, or junior level marketer, this course will equip you with the knowledge and tools to drive lasting, positive change in your organization.

Learning objectives
Demonstrate why and how marketers should lead change management for marketing transformations.
Empathize with your colleagues’ fear of change to help them overcome their barriers.
Illustrate how to write employee personas to personalize internal change communications.
Write an employee change journey map to connect with employees when, where, and how they want to drive adoption of the marketing transformation.
Write a change management brief to provide guidance and insights for the team creating the internal creative campaign and change story.
Measure and optimize your marketing transformation change management plan to drive sustained change and advocacy.

Concepts

0. Introduction

01 - Navigate the path to successful marketing transformations

1. Marketers Leading Change Management for Marketing Transformations

02 - Define marketing transformation change management
03 - Illustrate the human chemistry of change
04 - Establish marketers' unique qualifications to lead change management

2. Writing Employee Personas

05 - Define employee personas
06 - Write employee personas
07 - Example - Creating employee personas

3. Creating Your Employee Change Journey

08 - Define an employee change journey map
09 - Write employee change journey stages
10 - Create employee messaging through the change journey
11 - Choose employee change journey touch points

4. Writing Your Change Management Brief

12 - Define a change management brief
13 - Illustrate key elements in a change management brief
14 - Example - Writing a change management brief

5. Measuring and Optimizing Your Change Management Plan

15 - Create a change management measurement framework
16 - Collaborate with stakeholders through the change journey

Conclusion

17 - Elevating your marketing leadership skills in change management