Successful strategic management and marketing go hand-in-hand – strategy shows you way to go, marketing helps you get there. Goal of this 2-part program is to demonstrate the latest knowledge on both subjects and especially how to establish the links between them that are so important. 2 x 4 days.
Strategy shows you the way, marketing helps you get there. For products, brands and customer segments, you will need a clear strategy. It describes the position your company aspires to and clarifies what you want it to be in the future. Only through professional marketing, however, will a good strategy become a reality. Marketing ensures your positioning is correct, your uniqueness, your unwavering focus on creating benefits for the customer. A clear differentiation and the implementation of communication and market cultivation. Strategy and marketing are twins. Goal of this 2-part program is to demonstrate the latest knowledge on both subjects and especially how to establish the links between them that are so important.
Who should attend
Executives who are personally involved in working-out orn analyzing strategies, and want to ensure the successful implementation of these strategies using skillful marketing techniques
Executives, managers and specialists in marketing and in jobs dealing with customers, who understand high-level strategies and want to integrate them into their marketing activities
Executives who want to attain and use the latest knowledgen from the business world about strategy and marketing
A good strategy leads to a desired future. Choosing the right direction is the most important task when ensuring the future success of your company. In addition, it tells you what you do not want your company to be.
Core Competencies
Wanting is not the same as doing, so strategy should be based on your company’s core competencies. How do I identify these? How do I create from them new business models for growth and value creation?
Priorities and Resources
A good strategy separates the wheat from the chaff and allows you to employ your resources in a targeted way.
Part 2: Professional Marketing
Positioning & Customer Value
Positioning your business in its competitive environment
Marketing Objectives
What are the most important marketing objectives? Gaining market share. Taking advantage of customer potential. Developing your markets. Creating new markets. Entering new segments and markets.
The Product Mix
Portfolio and service concepts. Solutions instead of products. Customer segments. Target Marketing. Market definition and market segmentation. Branding. Deciding on price.
Sales Channels
Classic sales channels are being enhanced or replaced by new sales channels. Internet business. Direct marketing.
Communication and Market Development
Communicating your company’s activities and advantages. Alternative communications concepts. New media.
Leadership in Marketing Management
Marketing requires leadership – the tools you’ll need for this and how to use them