Center for Marketing and Sales Management

Strategic Marketing Management

Program Overview

As global competition increases, there is one player who continues to gain relative power and influence — your customer. Sustained business performance requires an ever greater commitment to customer focused strategies, processes, and plans.

Strategic Marketing Management delivers a detailed examination of all major components of marketing strategy - including analytical, managerial, and creative functions - as well as their integration into overall business operations. Throughout the program there will be explanations of key concepts and approaches, mixed with a combination of case studies and practical examples.

Return on Investment

  • Assess the market and customer orientation of your strategic plans, measurement systems, and processes
  • Develop highly effective product and service strategies
  • Identify clear value propositions for target market segments
  • Discover how to think creatively and develop effective solutions
  • Identify innovative marketing strategies
  • Determine the key factors necessary to outperform competitors
  • Understand how to drive customer satisfaction, loyalty and retention

Who Should Attend?

If you are a manager charged with creating more effective market strategies, marketing management, corporate communications management, or a greater overall customer focus for your organization, this program is designed to help you implement these initiatives.

Whilst it will be most appropriate for Marketing and Business Development Directors and Managers, other specialists such as Product Managers, Sales Directors, Sales Managers and Key Account Managers will derive great benefits from attending.

Program Focus

Strategic Marketing Planning

  • Steps in the planning process
  • Market analysis
  • Customer, company, and competitor analysis
  • Market segmentation, targeting, and positioning
  • Segmentation tools Building the value proposition 
  • The Four Phases of Customer Orientation
  • Customer and market strategy and focus
    Assessing customer needs, satisfaction, and loyalty 
  • Priority setting Implementation through products, people, and processes 
  • Market and Customer Research
  • Interviews and focus groups
    Surveys Experiments 
  • Secondary research 
  • Strategic Price Management 
  • Price changes: what to consider Psychology of pricing 
  • Strategic Brand Management
  • Understanding, creating and building brand equity
  • Extending and leveraging brand equity 
  • Valuing and tracking brand equity Building a Customer Satisfaction, Loyalty, and Profit System
  • Identifying the purpose: strategy and planning
  • Building the "lens" of the customer 
  • Building the quality-satisfaction-loyalty survey 
  • From data to information: data analysis
  • From information to decisions: priority setting 
  • Managing Customer Relationships
  • Customer portfolio management
    Segmenting on the basis of loyalty 
  • Understanding where loyalty resides 
  • Managing customer contacts

Marketing 'Back-To-Basics'

Program Overview

This program provides you with the core concepts and strategic perspectives found in most marketing MBA programs. You will understand and apply the basic techniques of marketing, including segmenting and targeting customers, understanding the decisionmaking processes of your customers, using lifetime customer value in marketing planning, developing a unique brand, managing a product line, understanding distribution channels, and making effective advertising decisions. This course will give you a significant, high-altitude view of marketing and a close-up, hands-on look at planning and strategy. In addition, you will be provided with a detailed analysis of how all the pieces of the marketing puzzle fit together to differentiate your offering - and reinforce your market position.

Return on Investment

  • Gain a clear, in-depth understanding of core marketing concepts
  • Identify the essential elements of a strong marketing plan
  • Develop a thorough understanding of your customers
  •  Determine what motivates and influences customer behavior
  •  Understand the value of your brand and how to build and develop that value
  • Increase your effectiveness in working with your marketing team
  •  Win new business through ongoing referrals from satisfied customers

Who Should Attend?

This “essentials” program will benefit executives across the organization (in marketing, procurement, HR, engineering, R&D, finance, product development, accounting, sales, public relations, and other areas).This program also targets managers and executives assuming marketing responsibilities for the first time, as well as managers and executives already in a marketing capacity but without significant formal education or experience in this discipline.

Program Focus

Understanding the Marketing Process
  •  What is Marketing
  • Business Environment
  •  Marketing Myopia
  • Marketing Concept / Orientation
  • The Myth About Customer Needs
  • Making Profit, Is It a Marketing Objective?
  • The Marketing Mix
  • Segmentation
The Marketing Planning Process: I
  • Situation Analysis
  • SWOT Analysis
  • Setting Corporate Objectives
  •  Developing the Core Marketing Strategy
The Marketing Planning Process: II
  • Myths & Misconception about Marketing Plans
  • Long Term vs. Short Term Planning
  • Implementation Procedures
The Customer and Market Audit
  •  Importance of Marketing Information
  • Types of Customers
  • Customer Behavior
  • Types of Benefits
  • Customer Attributes
The Product Audit
  •  Product Life Cycle
  •  PLC & 4 P’s
  • Product Portfolio, BCG Matrix
  • GE 9 Cell Matrix
Setting Marketing Objectives and Strategies
  • Corporate Objectives
  • What is Marketing Objectives
  •  How do we set Marketing Objectives
  • Responses to BCG
  • Ansoff’s Matrix
  • What Are Marketing Strategies
  • Choosing the Best Strategic Alternative

Key Account Management

Program Overview

This program provides processes and tools that equip participants to identify and engage with their key customers on a strategic level, enabling them to build more profitable and sustainable relationships. Furthermore, this program aims to provide participants with the ability to determine key account success factors, develop a strategic insight into both their own organization's strategic edge and into the requirements of key clients and develop superior value for these clients. Through in-class development of a creative, structured and value-generating strategic account plan, participants will learn to deliver “win-win” business solutions against these high-potential accounts and return with actionable tools to implement a Strategic Account Management plan in their organizations.

Return on Investment

  • Capitalize on new opportunities at strategic accounts
  • Realign your organization against account needs
  •  Acquire tools to bring Strategic Account Management to your organization
  • Understand the key issues surrounding Strategic Account Management
  • Determine in which account you should best invest your time, resources and energy
  • Build a comprehensive strategy to defend and expand your business in each target account
  • Improving the effectiveness and profitability of the sales department

Who Should Attend?

Senior and mid-level sales and marketing executives who are involved in structuring, implementing and growing strategic accounts, as well as cross-functional managers charged with creating organizational cultures focused on strategic accounts will all find this program valuable. Content is focused primarily on selling services and industrial products in a business-to-business environment.

Program Focus

What are Key Accounts?
  • 3 Methods to Identify and select Key Accounts
  • Determining company comparative advantages
  • Setting up company profile
  • Segmenting the market
  • Analyzing industry level needs and requirements
  • Analyzing individual account needs
  • The matching process
Developing the offer
  • The product offering:
  • Product range and product types
  • Customization
  • After sales service
  • Training
  • Technical advice
  • The support system:
  • Research and development
  • Customization
  • JIT delivery
  • Logistic support
  • The price
The Long Term Plan
  • Setting objectives
  • Selecting strategies
  • Selecting the Account Team
The Short Term Plan
  • Scheduling of sales calls
  • Follow up of deliveries
  • Service delivery schedule
Key Account Handling
  • Taking on a new account
  • The Key Account profile
  • Getting organized
  • The Key Account Diary
  • Internal communication
  • Account meetings / Account follow up
  • Handing over an account
The Customer-Led Approach
  • Putting customer needs first
  • Making the customer feel special and valued
  • Ensuring there is a 'no pressure' relationship



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