International Marketing & Strategy Program

The International Marketing & Strategy Program is a 2-part program for managers with responsibility for markets, countries, customers, product groups, brands, distribution channels.

Description

The International Marketing & Strategy Program combines two central aspects – the focus on market and customer proximity as part of marketing management, and the constant effort to achieve growth and increase profitability within a
framework of strategic management.

Who should attend

  • Marketing executives responsible for leading strategy, innovation, and organizational change in their companies, or client firms
  • Senior leadership responsible for market management and who are in charge of positioning and strategic development of that market
  • Heads of marketing, sales, distribution and marketing areas, who are responsible for implementing market strategy as stipulated by marketing management

Key details

Registration

For registration, please click the link below.

Register here

Areas of Focus

Part 1: Market and Customer Orientation

Market and Customer-Oriented Company Management

  • The components of strategic marketing
  • Trends and developments
  • The principles behind dynamic markets
  • Developing and implementing marketing strategies

The Marketing Mix – Its Central Elements and Concepts

  • The right product, service and portfolio policy
  • Appropriate pricing – how do you determine and implement it?
  • How do you organize company communication? How can you ascertain its budget and resource needs?
  • Taking the offensive in customer retention
  • Corporate identity and brand concepts
  • Ultimately, results are achieved by distribution so the right sales channels must be chosen
  • What sales and distribution channels make sense and how do you implement them?
  • Success at the point-of-sale
  • CRM and keyaccount management
  • Digital and online marketing
  • Using e-marketing

Leading the Integration of Digital and Traditional Marketing

  • How do you measure the success of marketing activities?
  • The tasks of marketing implementation
  • Real examples from the business world

Part 2: Strategic Management and Business Development

The Strategic Concept

  • The importance of growth for the viability of a business
  • How to achieve growth
  • How management controls growth

Analyzing your Strategic Positioning

  • The business portfolio
  • Examining your business model
  • Types of business activities that accelerate growth

Recognizing Growth Potential

  • Unsolved customer problems, new customer benefits
  • The potential of existing customers
  • Creating new markets
  • Gaining market share and business development

Growth and Profitability

  • Which growth concepts are a danger to profitability
  • What you need to do to achieve profitable growth

Successful Implementation

  • Recognizing the modifications needed
  • Successfully dealing with resistance