Advanced Course in Strategic Marketing (Live Online)

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 AttendAnyone 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.Learning ObjectivesExplain the Strategic Differences Between Marketing and Sales and the Perspectives of the Two FunctionsList and Explain the Four Basic Activities on Which Marketing Should FocusDetermine How Marketing Can Impact the Bottom Line and Other Areas of the CompanyExplain How Strategic Models Must Evolve to Meet the Requirements of the Changing MarketplaceApply the SMART Bomb Strategic Approach to Your Marketing Strategy Development ProcessUse the Growth Audit and Gap Analysis Models to measure the Gap Between Long-Term Objectives and Current Company PerformanceSet Up the Enterprise Growth Segmentation Opportunities Identification to Identify the Most Business-Rewarding SegmentsDescribe the Basic Product/Service Life Cycles and the Application of Psychographics to Each StageIllustrate the Key Strategies for the Different Psychographics GroupsCreate, Maintain, or Improve Brand PositioningManage Brand Value at All Levels of the OrganizationShow the Key Impact of a 1% Price Increase and a 3% Cost Reduction on Margin and the Bottom Line of the P&LInventory the Key Internal/External Pricing ForcesUse the Pricing Wheel Model to Create a Matrix of Pricing Decision InfluencesUnderstand the Key Strategies of Perceived-Value Pricing and Value PricingUse Customer Lifetime Value to Craft a Customer/Place StrategyAnalyze the Points at Which Customers Come into Contact with Your Product, Service or Organization, and Manage Those Interactions to Augment Perceived ValueExplain the Integrated Marketing Communication Model and Its Impact on the Marketing Communication (MarCom) Planning ProcessDetermine when to Use Core Media Elements in the Communications Process to Be EffectiveDevelop an Effective Media Plan ModelApply the Eight Chronological Steps in the Successful Development ProcessImplement the “Discovery-Driven Planning” ModelMarketing Strategy Building BlocksDefine MarketingEstablish How Marketing Fits into the CompanyExamine How Competitive Pressures Have and Will Change the MarketplaceExplain How Strategic Models Must Evolve to Meet the Requirements of the Changing MarketplaceApply the SMART Bomb Strategic Approach to Your Marketing Strategy Development ProcessDescribe the Total Purchase Cycle Model StructureIdentifying and Responding to Strategic Growth OpportunitiesUse the Growth Audit and Gap Analysis Models to Measure the Gap Between Long-Term Objectives and Current Company PerformanceSet Up the Enterprise Growth Segmentation Opportunities Identification to Identify the Most Business-Rewarding SegmentsIdentify and Exploit Potential Growth OpportunitiesDeveloping an Effective Customer Relationship Management ApproachDescribe How to Build a Customer DatabaseBlueprint Customer ContactsDefine Key Research Methods to Measure Customer SatisfactionPinpoint the Need for Accessibility and ResponsivenessList the Key Elements to Reaching Out with Communications and ProgramsNew Product EvaluationDiscuss the Core Reasons for Developing and Investing in New Products and ServicesOutline the Key Parameters of the New Product/Service MatrixUse the Discovery-Driven Planning Model to Understand How to Identify Major Projects to Invest in or DiscardDesigning Life Cycle Strategies: Incorporating the Psychographic PerspectiveDescribe the Basic Product/Service Life Cycles and the Application of Psychographics to Each StageDiscuss the Product/Service Life Cycle Strategic Elements and How They Differ per Each Stage of the Life CycleIllustrate the Key Strategies for the Different Psychographic GroupsDemonstrate Core Elements of the Growth Strategies MatrixApply the Growth Strategies Matrix Sectors in Your Strategy Development ProcessManaging Brand ValueDefine Exactly What Branding and Brand Management AreCreate, Maintain, or Improve Brand PositioningStrategically Manage Tactical Programs to Fit the BrandMaintain Brand IntegrityManage Brand Value at All Levels of the OrganizationNew Perspectives on Place: Redefining Your Customer OrientationPinpoint the Value of a Lifetime Value of a Loyal Customer AnalysisDiscover the Added Revenue Opportunity from Increasing Retention of Current CustomersReview the Cost of Lost Customer ImpactDistinguish Added Revenue from Decreasing Alternative Usage RatesDiscuss How the Buying Structure Has Been Changed Through the Use of the InternetStrategic Approaches to PricingReview the External Uncontrollable Pricing Forces Impacting StrategyDiscover Internal Controllable Pricing ElementsUnderstand the Key Strategies of Perceived-Value Pricing and Value PricingDefine a Competitive Pricing MatrixTMIntegrated Marketing CommunicationsDescribe the Core Communication Model of MarketingDetermine When to Use Core Media Elements in the Communications Process to Be EffectiveCover the 3-D View of Advertising Strategy Trade-Off ModelIdentify How the Promotion Model and Various Customer Groups Are Impacted By Various Mix Elements in the Purchase Behavior Model