Marketing is the core of all business. To outperform the competition requires solid marketing knowledge and precision in marketing decision making. Your organization's positioning and the positioning of its products and services depend on the formulation and implementation of intelligent and aggressive strategic marketing plans. Drawing on Chicago GSB's latest research and Chicago's unique approach to marketing, this program will help you to develop the necessary competitive advantage to excel in today's business environment.
During this seminar you will learn to:
-- Formulate a framework for analyzing competitive strategies and understand how industry structure impacts strategic leverage.
-- Explore generic competitive strategies and methods of analyzing competitors' intentions, differential advantages, strengths, and weaknesses.
-- Understand the various approaches to marketing segmentation, targeting, and positioning for competitive advantage.
-- Use analytical methods in consumer measurement. Understand the pros and cons of various techniques and when to use them.
-- Apply analytical approaches to pricing.
-- Examine some successful marketing strategies and real-world case studies.
Who Should Attend
General managers, marketing managers, product and sales managers will find value in attending. Market researchers, planning managers, and other practicing managers associated with the development of marketing plans, will also benefit from the program. Typical titles would include: general managers, vice presidents of marketing/sales, directors of marketing, product or brand managers, managers of market planning, market analysts, new product development specialists, and managers/directors of market research.
We encourage companies to send teams to learn common language and frameworks and to help drive the implementation of new knowledge throughout the organization.
The Strategic Marketing Planning Process: Laying the foundation for competitive advantage
Creating Competitive Advantage
Strategy Implementation: A framework for going to market
Analytical Approaches to Marketing
Strategies for High Tech Markets
Summary and Conclusion: Setting Direction