CATEGORY TYPE: Sales & Marketing

COURSE NAME:Advanced Market strategy


UPCOMING EVENTS


START DATE END DATE CITY/COUNTRY PRICE Request
 10-12-2017  14-12-2017  Dammam/Saudi Arabia Register
INTRODUCTION:

Marketing strategy has become one of the most complex areas within a firm. While its main role is to create value for customers and capture a share of that value for the firm, a number of changes in the market -new players, technology shifts, explosion of media and channels, hyper-connectivity, customer divergence, etc.- have shaped an extremely complex scenario for managers and their brands

OBJECTIVES:

Advanced Marketing Strategy deals with the challenges that executives face today and helps them to develop a meaningful understanding of markets, customers and prospects, and to use this knowledge to develop and deliver superior offerings in order to capture value.

With this in mind, the principal objectives of this program are:

  • To provide a solid, down-to-earth and updated perspective to strategic marketing thinking.
  • To explore some of the newest frameworks and approaches to solve the crucial marketing and commercial problems that firms are facing today.
  • To provide executives some of the latest tools to articulate meaningful value propositions for customers
  • To develop analytical skills to formulate actionable marketing plans across industries

 

 

KEY BENEFITS

By the end of the program participants will be equipped with concepts, frameworks and some of the latest tools to successfully compete in today’s marketplace. We will address a number of important questions, including:

  • How to evolve from a “product oriented” paradigm to a “customer oriented” organization?
  • How have customer journeys evolved in consumer and business markets? How should firms adapt their strategies to gain influence?
  • What are the most relevant criteria to segment markets and to select target markets? How have new technologies influenced the way how companies approach consumers and customers?
  • How can firms articulate differentiated and meaningful value propositions? Is it possible to fight and win against low-cost challengers?
  • How can brands be built and managed to stay relevant for customers? Can social-media and Omni channel strategies contribute to brand equity?
  • How can go-to-market and pricing strategies help capture value for the business?
  • What internal capabilities are necessary for marketing to contribute to corporate strategy?
OUTLINE:

 

DAY 1

Session 1: Customer orientation

  • Shifting the paradigm: from product centricity to customer centricity 
  • Value creation and value capture

Session 2: Value creation through value propositions

  • Identifying the right customers
  • Defining competitive positioning
  • Finding the brand promise


DAY 2

Session 1: Capturing value from customers

  • The three Cs of superior monetization
  • Constant profit analysis
  • The pricing “thermometer”

Session 2: Identifying market opportunities

  • The challenge of customer and market diversity
  • Exploring customer and market diversity while exploiting the company’s capabilities


DAY 3

Session 1: Building brands based on customers’ truths

  • Crafting and creating the brand
  • Aligning brand identity with customer insights
  • Building brands inside-out

Session 2: Co-creation: building brands together with customers

  • Using co-creation for insight exploration
  • Co-ideating new business opportunities
  • Uncovering the potential of co-creation


DAY 4

Session 1: Understanding and Managing customer brand experiences

  • Auditing the customer brand experience
  • Designing and redesigning the customer brand experience
  • Building a supportive corporate culture

Session 2: The new landscape of B2B Marketing

  • How B2B Marketing differs from B2C Marketing
  • Meet the new buyers
  • Strategies and best practices to deal (so far) with the demands of the new buyers.


DAY 5

Session 1: Customers in an Omni-channel world

  • Understanding the customer journey
  • Redefining the route-to-the market
  • Aligning channel strategies with customers’ journeys

Session 2: Putting it altogether

  • Reflecting on your customer’s journey
  • Wrap-up and concluding remarks
WHO SHOULD ATTEND:

 

Advanced Marketing Strategy is aimed at senior and mid-level marketing and sales executives in B2B and B2C markets. It also appeals to directors of smaller companies and entrepreneurs who want to implement and develop market strategy with the end goal of delivering superior offerings in a competitive environment full of new challenges.

DURATION:
    • 5 Day(s)
  •  


    The presentation is generally appealing to me. The dedication & devotion of the instructor are both laudable & admirable.
    Mohammed F. Alotaibi
    Sabic

    Really this course is important for any inspector, so I will recommended it for our employees. And thanks a lot!
    Ahmed Al-Yami
    Sabic

    You are doing excellent bringing such very talented instructor. Please keep it up.
    Ahmed Afifi
    Al-Zamil CoolCare

    I would like to appreciate you as well as the instructor for a good training due to the fact that the helping to gain new information about the types of valve with advantages and disadvantage as well. Many thinking.
    Zaki Ali Aldawood
    Sabic

    This course was very beneficial and helpful to understand one of the Major NDT method. I encourage ITC to continue with this performance.
    Talal Saad AlHasawi
    Sabic

    ITC service was in overall excellent. Thanks.
    Wael M. Morsy
    Mobily

    This course was good and a nice guide to the PMP exam. Thanks.
    Yazeed Mohamed Mreki
    General Authority of Civil Aviation (GACA)

    It was good course & good preparation with excellent instructor. Thanks a lot.
    Faisal Mahdi Al-Qahtani
    Sabic

    It was a nice course to have. I suggest taking this course with the same instructor to other people. Thanks for the instructor for his kindness & helfull during the course.
    Abdul-Moniem Al-Humoud
    Sabic

    It is very important course, which enable us to improve our knowledge to work approaching our big account and can be recall us the key account. This is will support us to active result for the best of the Co.
    Mohammed Amjad
    Al-Suwadi Services

    The instructor is highly and technical knowledgeable in explaining all the subject in the course taken.
    Noel V. Garan
    Coldstorec Group Of Saudi Arabia

    Instructor was well prepared and knowledgeable I gain lot of useful information.
    Gulam Khan
    Saudi Aramco

    It was a good learning experience. Got to know the concept involved in key account.
    Muthuraman Nachiappan
    Al-Suwadi Services

    The instructor Mr. Ahmed Sabry has a very nice spirit.
    Salam Fakhoury
    Al Khodari Company

    It is very useful to us and increase our knowledge.
    Mohammed Rashed Afifi
    Al Khodari Company

    The course is excellent and helpful. It help me in organizing the work in more safe manner.
    Muzammil Hayat
    Al Khodari Company

    The instructor is very knowledge and hard working, his way of teaching is very good.
    Ibrahim Darwish
    Al Khodari Company