Customer-centric and competitively dominant marketing strategies are vital to business success. By exploring the core concepts and tools of contemporary marketing management—from market segmentation and product positioning to distribution channel design and communications – this programme equips you to develop your own effective customer-centric marketing strategy.
You will learn how to evaluate marketplace potential and risk from the perspective of the firm's unique ability to develop and deliver goods and services of meaningful customer value. With interactive problem-solving activities, discussions and case study analysis, you will gain important insights into value creation and the management tools for sustaining and securing a share of the value created. In addition, you will boost your ability to analyse customer needs and buying behaviour, understand competitor strengths and weaknesses and identify crucial business shifts.
- Current and Emerging Orientations in Marketing
- Brand Power
- Strategic Issues in Marketing
- Market Penetration
- Understanding the Customer
- Market Segmentation and Positioning
- Strategic Issues in Distribution
- Ethical Issues in Marketing
- Brand Strategy and Management
- New product Development
- Customer Retention and Acquisition
- Marketing Planning and Development
The programme is for mid-level and senior managers with strategic, marketing or commercial responsibilities. Participants generally should have at least 10 years' work experience in marketing or other fields in a firm that serves end-consumers, retailers, industrial buyers, governments, NGOs or other stakeholders, and want to boost their contribution to the organisation's business strategy and results.
They should be eager to work intensively with other like-minded professionals attending the programme