This website uses cookies, including third party ones, to allow for analysis of how people use our website in order to improve your experience and our services. By continuing to use our website, you agree to the use of such cookies. Click here for more information on our and .
overview
Key Learning Objectives
- World class approaches to pricing ‘right’
- Distribution and channel management decision making
- Pros and Cons of multiple branding
- Making market research pay and pay and pay
- How to out-market without over spending
- Making the right call on new product development
- Better marketing planning
- Capitalising on digital communications
- Channel selection and decisions
- Garnering support from colleagues and stakeholders
- Findings right strategies according to circumstances beyond your control
- Optimising the marketing mix
About the Course
Philip Kotler once said, “Marketing takes a day to learn, and a lifetime to master”, but this intensive 2-day workshop, suitable for B2C and B2B marketers, will empower attendees with the key initiatives, models and issues to produce creative and profit-maximising strategies and tactics, in the both the short term and the long run. Delegates will complete the workshop with a wealth of knowledge in marketing management for coping with ever-changing market conditions and for optimal business and marketing decisions.
Who Will Benefit
- This commercially advanced course is relevant for ALL those who have dealings with marketing strategy and planning in the course of their work.
- The course assumes at least three years’ experience in a marketing capacity, and some rudimentary exposure to business management, control & reporting.
- It is ideal for self-taught marketers who want to expand their understanding of marketing knowledge, insights, perspectives and ability to explain successes from their own experience.
- Also VERY relevant to those who studied marketing full-time before commencing work and want to brush up on models with strong practical focus and application.
- MBAs wanting to plug in the key components of their studies to specific problems in their specific industry, company, or category.
Agenda
DAY 1
Session 1: Introduction
- Meet & Greet
- Learning Goals
- Overview of the workshop
- Discussing goals, assumptions, expectations and ground rules
- Definitions, Perspectives & Basic Concepts.
GROUP EXERCISE: Expectations
Session 2: The Science & Keys for Perfect Pricing
- Price Perception
- Price and how it effects buying decisions.
- Path to purchase and buyer behaviour.
GROUP EXERCISE: Type classification and anticipated response
LUNCH
Session 3: People & Processes
- Fast track successful marketing, customer experience and more
- How to improve NPS (Net Promotor Score) without spending more
- Potent WOM and easier sales with minor process improvement
- How HR synchronises with Marketing
Session 4: Market Research & Segmentation
- Market Segmentation & perspective
- Psychographics, Behaviour & the Demographic Trap
- Differentiation & how to use (and abuse) it
- Qualitative research vs. quantitative research
GROUP EXERCISE: Justifying a Research investment
DAY 2
Session 5: Product Management, Portfolio & Strategic NPD (New Product Development)
- Understanding applied Product Analysis.
- NPD Options
- Branding for STP optimisation
- PR, ORM (Organisation Reputation Management) & Ethics
GROUP EXERCISE: Changing Perceptual Positioning Limitations of advertising, latitude of acceptance, brand equity considerations
Session 6: Marketing Communications
- B2C vs B2B
- Buyer Adoption
- Buyer Readiness
- Promotional Mix
- How Digital Fits
- Managing “Politics”
- Consumer Pull vs Trade Push considerations?
- Blue ocean strategies using pricing tactics
LUNCH
Session 7: Working With the Organisation: Macro, Micro & Leadership Issues
- Where are you now?
- Where do you want to be?
- How are you going to get there?
- Feedback, controls & measurement?
Session 8: Building Corporate Immortality
- Importance of Competitive Analysis and Competitive Intelligence
- Guidelines for Pricing Leadership
- Realities of Initiating Change and Direction with Pricing.
- Inspiration from “the Greats” & where to go from here..
On-site & in-house training
Deliver this course how you want, where you want, when you want – and save up to 40%! 8+ employees seeking training on the same topic?
Talk to us about an on-site/in-house & customised solution.