According to the world's largest association of marketing professionals (the American Marketing Association or AMA), two key responsibilities of marketers are: 1) To create, promote, and deliver exceptional customer value; and 2) To build strong and enduring customer relationships.
Data collected from CEOs indicates that another key responsibility of marketers is to ‘grow the business.’ This programme is conceived as an opportunity for marketing managers to review and upgrade their professional knowledge and skills as regards these key responsibilities mentioned above as well as the related topics.
- The customer imperative
- Customer and competitor analysis
- Obtaining and sustaining competitive advantage
- Market segmentation and selection
- New product development
- Pricing for value
- Promoting product and service value
- Delivering product and service value
- Implementation issues
Marketing directors, marketing managers, product or advertising managers.