Eastern Michigan University - Professional Education Center, EMU College of Business

The Professional Education Center at EMU

Strategic Marketing Initiatives

Who Should Attend?

Entrepreneurs, those working in market-driven industries, non-profit organizations, and international business; as well as marketing practitioners who are seeking to revitalize their skills and explore new marketing initiatives.

Program Format and Content

Each session will consist of a series of lectures, class discussion, and a case study specific the session. Internet sites will be explored and discussed relative to the topic of the session. The focus will be on the development of a marketing plan for a company operating within the geographic area where the sessions are held. Teamwork will be emphasized. Case studies and the marketing plan will be done on a group basis. Communications will be assessed via written and oral presentations. Students not acquainted with computerized presentation software will be introduced to this important communications tool.

Sessions

Introduction to Marketing
Marketing Plans / Transition from transaction to relationship-based marketing
Strategic Initiatives
Segmentation - criteria, targeting, shrinking
Product - life cycles, composition, deletion, introduction, differentiation, portfolio assessment
Promotion - positioning, promotional mix, sponsorship, Internet
Distribution - SCM, direct, integration, inventory, transportation,
Pricing - economics concepts, quantitative, psychological
Environmental Scanning - Marketing plans
Opportunity Assessment - SWOT analysis; GE Screen, Marketing Plans
Consumer behavior issues - influences
Business-to-Business concepts - vendor analysis, value analysis, segmentation
Research issues - sampling, surveys, internet based, analysis (SPSS & Excel)
International - integration, entry modes, standardization/customization, Internet
Quality - 6 sigma, customer contact, problem resolution
Control process - benchmarking, measurement, response, relationship marketing
Marketing plans - an overview

"The PEC was instrumental in designing a writing course specifically tailored for the Hyundai America Technical Center.

Our consultant and instructor spent weeks learning about our work environment, speaking with our leadership team, researching and incorporating international writing skills into the course; all of which were critical to successfully incorporating our business needs in to the writing course.

The time and dedication of the PEC staff was greatly appreciated."

-E.R. Schmidt, HR Director, Hyundai America Technical Center, Inc.

-J.H. Rim, Korean Coordinator, Hyundai America Technical Center, Inc.

Download the Winter 2010 Professional Programs & Training Catalog [PDF]

Director of the Professional Education Center was named examiner for Baldrige Award.

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