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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