Description
Our Integrated Marketing program is designed for
managers in B2B or B2C industries who want to significantly improve the performance of their marketing department. The workshop is customized to fit the level of each client’s expertise, with emphasis on the fundamentals to leverage emerging marketing thinking, to become more sophisticated in planning/execution, and to relate to the client’s situation and challenges with real-life simulations and case studies.
Key Topics
- Analysis of specific customer and Industry “key performance drivers”
- Role of Marketing to manage a portfolio of products
- Market assessment/segmentation
- Competitive analysis
- Marketing Planning Guide
- Strategic positioning and brand building
- Marketing – 5 P’s to add value
- Optimizing the marketing mix
Interactive Methods and Tools
- Strategic Marketing competency self assessment
- Marketing Planning Guide with tools and worksheets
- Case studies and simulations relevant to client
- A series of 5 competitive strategic marketing exercises
Outcomes, Participants will:
- Develop an overall marketing strategy for sales territories and prioritize strategic accounts
- Create better content to drive business from commodity-based to value-based
- Focus on segmentation of the market and vertical focus
- Better allocate resources and work effectively with Sales, Finance and R&D
- Improve their achievement of marketing/sales goals to increase revenues
Participants
- Marketing Managers, plus Sales Professionals, Business Development, etc.
Program Length
- Three days, including 1 day for the Marketing Plan Presentation