Value Added Marketing: Advanced Marketing Strategies Course

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 behave in marketing as an engine for sustaining competitive advantage.

Course Contents

Day One

• 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.

Day Two

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

Day Three

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

DAY FOUR

• Working with Communication Agencies:
  • Why are agencies hired?
  • Ideal communication partners
  • Client/agency partnership
  • The favourite client
  • Tips on enhancing client/agency effectiveness
  • Building brands