Marketing for Marketing Professionals
Creating the Market-Driven Organization
Improve your marketing skills by focusing on the development of proven plans and strategies that lead to more successful marketing programs. In this powerful two-day seminar you'll examine and analyze successful strategies used by large and small organizations, consumer and industrial companies, profit and non-profit groups, and product and service organizations.
The seminar discusses ways of developing a market-driven orientation within the organization, establishing and maintaining long-term customer relationships, and delivering customer service and value. An in-depth discussion of the marketing planning process is also provided. In addition, you will explore future marketing challenges.
Who Should Attend
- Marketing Coordinators, Managers, Directors, and Vice Presidents
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- Marketing Research Managers, Analysts, and Specialists
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- Project Managers and Product Development Managers
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- Sales Representatives, Managers, Directors, and Vice Presidents
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- Business Development Managers and Directors
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- Anyone seeking to improve or refresh their marketing skills
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Key Topics
The Role of Marketing in the Organization
- Understanding the influence and power of marketing at the corporate, strategic business unit, and operational levels
- Redefining the marketing function to fit in today's business world
- Differentiating between selling and marketing
- Developing a market-driven organization
Competitive Analysis and Strategy
- Analyzing the competitive forces that shape the market environment and influence competitive strategies
- Understanding competing firms and their positions in relation to your own
- Analyzing marketing strengths and weaknesses
- Forming strategies to capitalize on comparative and competitive advantages
- Evaluating competitive strategies such as differentiation, cost leadership, and focusing
The Marketing Planning Process
- Conducting a situation analysis to quantify and qualify the market
- Segmenting, targeting, and positioning the organization strategically
- Determining effective marketing objectives
- Selecting the appropriate marketing mix
- Developing and implementing marketing programs
- Establishing control and evaluation criteria
Market Growth Strategies
- Examining alternative strategies for pursuing growth
- Penetrating new markets that you thought were out of reach
- Implementing market development strategies that nurture high-potential segments
- Focusing on a product development strategy to take customers to a new level and capitalize on technological competencies
- Growing the business through mergers and acquisitions
- Selecting the growth strategy that is right for your organization
Delivering Customer Value and Service
- Understanding the key concepts in creating customer value
- Reviewing how "after-marketing" works and its importance
- Linking customer value to profitability
- Defining service quality and its impact on the organization
- Creating excellent customer satisfaction that you can afford
- Understanding ways to deliver excellent customer service
Key Benefits
- Learn the difference between marketing and selling
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- Establish marketing objectives
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- Choose the appropriate target markets
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- Learn ways to increase customer satisfaction
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- Learn the role of marketing research and its use with focus groups and quantitative methods
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Program Leaders
Dr. George Belch is a Professor of Marketing and Chair of the Department of Marketing at San Diego State University, where he teaches courses in buyer behavior and marketing planning strategy. He has served as a consultant to numerous companies in areas such as marketing strategy and planning, customer behavior, and marketing research. Dr. Belch and his brother, Dr. Michael Belch, are co-authors of An Introduction to Advertising and Promotion: An Integrated Marketing Communications Perspective, the number one textbook in this area. The text is currently used by over 300 universities in the U.S. and internationally.
Dr. Michael Belch is a Professor of Marketing at San Diego State University, where he teaches integrated marketing communications and marketing management. He has authored and co-authored more than 40 articles on advertising, consumer behavior, and international marketing. He has been named Outstanding Marketing Professor six times and has taught seminars in France, Spain, China, Argentina, Columbia, Chile, and Slovenia. He has consulted for a number of Fortune 500 companies.
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