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EXECUTIVE EDUCATION
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SMU Cox Executive Education
Marketing for Marketing Professionals
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
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