Advanced Course in Strategic Marketing

At this seminar, you’ll take the next step toward becoming a strategic marketing guru. You’ll discover cutting-edge strategic marketing models—and their real-world applications. And you’ll get the strategic marketing knowledge and tools you need to increase the spending rate of current customers and cost-effectively acquire new ones…integrate your strategic marketing mix elements with corporate goals…and maximize the benefits of e-commerce technology.

Who Should Attend

Anyone whose business would benefit from strategic marketing, including experienced marketing managers, directors and vice presidents of marketing…as well as executives and managers in finance, operations, customer service, R&D and other departments who interact with colleagues in marketing. Knowledge of the fundamentals of marketing is highly recommended.

How Will You Benefit

• Understand the strategic value of sales vs. the strategic value of marketing
• Learn the stages of the customer buying process—and generate incremental value at each stage
• Use the growth audit gap model to select the most effective options for strategic marketing programs
• Efficiently target your strategic marketing campaigns to core buying influences
• Successfully develop and manage new product and service launches to increase overall market share

What Will You Cover

• Strategic growth perspectives: the SMART growth segmentation
  
• Strategic marketing for distinct psychographic groups
• Moving beyond pricing as an objective…to pricing as a strategy
• The role of strategic marketing in CRM: understanding the lifetime value of a customer
• Changing the buying structure through the Internet
• Promotion and communication as an integrated process
• The seven stages of new product/service development

OUTLINE

Learning Objectives

• Explain the Strategic Differences Between Marketing and Sales and the Perspectives of the Two Functions
• List and Explain the Four Basic Activities on Which Marketing Should Focus
• Determine How Marketing Can Impact the Bottom Line and Other Areas of the Company
• Explain How Strategic Models Must Evolve to Meet the Requirements of the Changing Marketplace
• Apply the SMART Bomb Strategic Approach to Your Marketing Strategy Development Process
• Use the Growth Audit and Gap Analysis Models to measure the Gap Between Long-Term Objectives and Current Company Performance
• Set Up the Enterprise Growth Segmentation Opportunities Identification to Identify the Most Business-Rewarding Segments
• Describe the Basic Product/Service Life Cycles and the Application of Psychographics to Each Stage
• Illustrate the Key Strategies for the Different Psychographics Groups
• Create, Maintain, or Improve Brand Positioning
• Manage Brand Value at All Levels of the Organization
• Show the Key Impact of a 1% Price Increase and a 3% Cost Reduction on Margin and the Bottom Line of the P&L
• Inventory the Key Internal/External Pricing Forces
• Use the Pricing Wheel Model to Create a Matrix of Pricing Decision Influences
• Understand the Key Strategies of Perceived-Value Pricing and Value Pricing
• Use Customer Lifetime Value to Craft a Customer/Place Strategy
• Analyze the Points at Which Customers Come into Contact with Your Product, Service or Organization, and Manage Those Interactions to Augment Perceived Value
• Explain the Integrated Marketing Communication Model and Its Impact on the Marketing Communication (MarCom) Planning Process
• Determine when to Use Core Media Elements in the Communications Process to Be Effective
• Develop an Effective Media Plan Model
• Apply the Eight Chronological Steps in the Successful Development Process
• Implement the “Discovery-Driven Planning” Model

Marketing Strategy Building Blocks

• Define Marketing
• Establish How Marketing Fits into the Company
• Examine How Competitive Pressures Have and Will Change the Marketplace
• Explain How Strategic Models Must Evolve to Meet the Requirements of the Changing Marketplace
• Apply the SMART Bomb Strategic Approach to Your Marketing Strategy Development Process
• Describe the Total Purchase Cycle Model Structure

Identifying and Responding to Strategic Growth Opportunities

• Use the Growth Audit and Gap Analysis Models to Measure the Gap Between Long-Term Objectives and Current Company Performance
• Set Up the Enterprise Growth Segmentation Opportunities Identification to Identify the Most Business-Rewarding Segments
• Identify and Exploit Potential Growth Opportunities

Developing an Effective Customer Relationship Management Approach

• Describe How to Build a Customer Database
• Blueprint Customer Contacts
• Define Key Research Methods to Measure Customer Satisfaction
• Pinpoint the Need for Accessibility and Responsiveness
• List the Key Elements to Reaching Out with Communications and Programs

New Product Evaluation

• Discuss the Core Reasons for Developing and Investing in New Products and Services
• Outline the Key Parameters of the New Product/Service Matrix
• Use the Discovery-Driven Planning Model to Understand How to Identify Major Projects to Invest in or Discard

Designing Life Cycle Strategies: Incorporating the Psychographic Perspective

• Describe the Basic Product/Service Life Cycles and the Application of Psychographics to Each Stage
• Discuss the Product/Service Life Cycle Strategic Elements and How They Differ per Each Stage of the Life Cycle
• Illustrate the Key Strategies for the Different Psychographic Groups
• Demonstrate Core Elements of the Growth Strategies Matrix
• Apply the Growth Strategies Matrix Sectors in Your Strategy Development Process

Managing Brand Value

• Define Exactly What Branding and Brand Management Are
• Create, Maintain, or Improve Brand Positioning
• Strategically Manage Tactical Programs to Fit the Brand
• Maintain Brand Integrity
• Manage Brand Value at All Levels of the Organization

New Perspectives on Place: Redefining Your Customer Orientation

• Pinpoint the Value of a Lifetime Value of a Loyal Customer Analysis
• Discover the Added Revenue Opportunity from Increasing Retention of Current Customers
• Review the Cost of Lost Customer Impact
• Distinguish Added Revenue from Decreasing Alternative Usage Rates
• Discuss How the Buying Structure Has Been Changed Through the Use of the Internet

Strategic Approaches to Pricing

• Review the External Uncontrollable Pricing Forces Impacting Strategy
• Discover Internal Controllable Pricing Elements
• Understand the Key Strategies of Perceived-Value Pricing and Value Pricing
• Define a Competitive Pricing MatrixTM

Integrated Marketing Communications

• Describe the Core Communication Model of Marketing
• Determine When to Use Core Media Elements in the Communications Process to Be Effective
• Cover the 3-D View of Advertising Strategy Trade-Off Model
• Identify How the Promotion Model and Various Customer Groups Are Impacted By Various Mix Elements in the Purchase Behavior Model