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Value Added Marketing: Advanced Marketing Strategies

By: Tom Associates  

Lagos State, Nigeria

25 - 28 Aug, 2015  4 days

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At the end of this course, participants will:

  • Develop enhanced skills in formulating strategic marketing plans
  • Have higher creativity in brand management for profitable customer relationship and market segmentation
  • Acquire deep understanding of how best to introduce new products successfully
  • Have refined knowledge of integrating sales techniques with appropriate marketing strategies
  • Be able to evolve and maintain value-added relationships with advertising agencies and other marketing supports
  • Learn how to utilize marketing as an engine for sustaining competitive advantage.

Course Contents


  • Pillars of Marketing Strategy
  • Customer Equity
  • Value equity
  • Relationship equity
  • Brand equity
  • Marketing strategy planning process
  • Environment, Customer, Competitor and Self analysis
  • Marketing Strategy implementation
  • Positioning and market segmentation
  • Profit drivers and distinctive competencies
  • Integration of marketing strategy and communication


  • Concept of Product Life Cycle
  • Marketing Innovation
  • Relationship Management
  • Managing Major Accounts
  • What makes perpetual market winners?


  • Brands and Products - the Total Product Concept
  • The Importance of Brands
  • The Benefits of Brands
  • Branding process
  • Strategic brand planning


  • Working with Communication Agencies:
  • Why are agencies hired?
  • Ideal communication partners
  • Client/agency partnership
  • The favorite client
  • Tips on enhancing client/agency effectiveness
  • Building brands
  • Building trust
5/7 Alade Lawal Street, Opposite Divisional Police Station, Off Ikorodu Road, Anthony, Lagos. Registration: 8.30 - 9.00 a.m. Class Session: 9.00 - 4.00 p.m. Aug 25 - 28 Aug, 2015
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