Description
The program on marketing fundamentals is designed mainly for product managers in B2B industries who are knowledgeable about the technical details and functions, but need to improve their basic marketing planning skills and practices. This will involve re-positioning and marketing their products, with full corroboration with sales, finance, research and engineering, so that everyone is operating from the same action plan, with a unified customer focus. The workshop will be fully customized to reflect the current skill needs of the product marketing team and address the major challenges of the client.
Key Topics
- Re-define and update Role of Marketing
- Assessment of market segments and competition
- Marketing Planning Process
- Strategic brand positioning
- Value proposition – how to enhance value
- Optimizing the marketing mix
- Improving effectiveness of all initiatives with Sales
- Development of new marketing initiatives using planning guide
Interactive Methods and Tools
- Comprehensive analysis of client situation, current management skills and expertise, priority marketing challenges and expectations, all to customize improved content for client needs
- Proprietary case studies and simulation formats to reflect industry trends and client issues
- With customized exercises, present results from assessments recommendations, including a model for monitoring future progress
Outcomes, Participants will:
- Upgrade their marketing skills and practices
- Know how to strengthen relationships with key customers
- Improve the working coordination with other key functions, especially Sales
- Learn new ways to improve and monitor performance for future – coaching, consulting, etc.
Participants
- Managers from Product Marketing, plus select managers from Sales, Engineering, Product Development and other related fields
Program Length
- Three days, including 1 day for the development/presentation of new marketing plans