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
Date
Part 1: 15.03.2021 - 18.03.2021,
Zürich
Fees
EUR 7'200.- / CHF 7'900.- (plus VAT)
Date
Part 1: 15.11.2021 - 18.11.2021,
Köln
Part 2: 08.12.2021 - 10.12.2021,
Köln
Fees
EUR 7'200.- / CHF 7'900.- (plus VAT)
Date
Part 1: 15.11.2021 - 18.11.2021,
Köln
Part 2: 07.02.2022 - 10.02.2022,
Köln
Fees
EUR 7'200.- / CHF 7'900.- (plus VAT)
Date
Part 1: 14.03.2022 - 17.03.2022,
Zürich
Part 2: 21.03.2022 - 24.03.2022,
Davos
Fees
EUR 7'200.- / CHF 7'900.- (plus VAT)
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