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Strategic Marketing - Code
no: M&S-9 Schedule
Workshop Objectives:
The workshop aims at assisting the managers to upgrade their performance
as marketing managers, or top managers with marketing function responsibility,
and therefore contribute positively to the overall performance of
their company, leading to higher sales and better profits.
Workshop Contents:
Overall introduction
• What is marketing?
• What is the role of marketing?
• Marketing as a function
• Misconceptions about marketing
• Difference between marketing and sales
• Why marketing is crucial to your business?
Marketing management
• The marketing management formula
• Two types of marketing – strategic and operational
• What is strategic marketing?
• What is operational marketing?
• Difference between strategic and operational marketing
• Relationship between strategic and operational marketing
• Group exercise
Strategic marketing
• Strategic marketing – what is and what is not
• Role of strategic marketing
• Importance of strategic marketing
• The three basic strategies – the VMQ triangle: (Volume)
(Margin) & (Quality)
• Strategic marketing as a business function
• Emergence of long-range strategic planning
• Strategic decisions
• Creating a strategic planning function
• Strategic business unit (SBU)
• Relationship between strategic marketing or SBU and other
functions
Components of strategic marketing – The “RSTP”
model
• Research
• Segmentation
• Targeting
• Positioning
Language and Handouts:
English language
Duration:
15 hours
Who should attend:
Managers and executives who are responsible for the marketing function/department
within their organization and/or middle-to top-managers who have
an overall management responsibility that includes the marketing
function.
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