Course in Marketing for Marketing Professionals

General

Program Description

Developing and Implementing Marketing Plans and Strategies
This is a two-day seminar in which you will examine and analyze successful strategies used by large and small organizations. You will discuss ways of developing a market-driven orientation within the organization, establishing and maintaining long-term customer relationships, and delivering customer service and value.


Creating the Market-Driven Organization

Improve your marketing skills by focusing on the development of proven plans and strategies that lead to more successful marketing programs. In this powerful two-day seminar you'll examine and analyze successful strategies used by large and small organizations, consumer and industrial companies, profit and non-profit groups, and product and service organizations.

The seminar discusses ways of developing a market-driven orientation within the organization, establishing and maintaining long-term customer relationships, and delivering customer service and value. An in-depth discussion of the marketing planning process is also provided. In addition, you will explore future marketing challenges.


Who Should Attend

- Marketing Coordinators, Managers, Directors, and Vice Presidents
- Marketing Research Managers, Analysts, and Specialists
- Project Managers and Product Development Managers
- Sales Representatives, Managers, Directors, and Vice Presidents
- Business Development Managers and Directors
- Business Owners
- Senior-level Executives
- Anyone seeking to improve or refresh their marketing skills


Key Topics

* The Role of Marketing in the Organization

- Understanding the influence and power of marketing at the corporate, strategic business unit, and operational level
- Redefining the marketing function to fit in today's business world
- Differentiating between selling and marketing
- Developing a market-driven organization

* Competitive Analysis and Strategy

- Analyzing the competitive forces that shape the market environment and influence competitive strategies
- Understanding competing firms and their positions in relation to your own
- Analyzing marketing strengths and weaknesses
- Forming strategies to capitalize on comparative and competitive advantages
- Evaluating competitive strategies such as differentiation, cost leadership, and focusing

* The Marketing Planning Process

- Conducting a situation analysis to quantify and qualify the market
- Segmenting, targeting, and positioning the organization strategically
- Determining effective marketing objectives
- Selecting the appropriate marketing mix
- Developing and implementing marketing programs
- Establishing control and evaluation criteria

* Market Growth Strategies

- Examining alternative strategies for pursuing growth
- Penetrating new markets that you thought were out of reach
- Implementing market development strategies that nurture high-potential segments
- Focusing on a product development strategy to take customers to a new level and capitalize on technological competencies
- Growing the business through mergers and acquisitions
- Selecting the growth strategy that is right for your organization

* Delivering Customer Value and Service

- Understanding the key concepts in creating customer value
- Reviewing how "after-marketing" works and its importance
- Linking customer value to profitability
- Defining service quality and its impact on the organization
- Creating excellent customer satisfaction that you can afford
- Understanding ways to deliver excellent customer service


Key Benefits

- Learn the difference between marketing and selling
- Establish marketing objectives
- Choose the appropriate target markets
- Learn ways to increase customer satisfaction
- Learn the role of marketing research and its use with focus groups and quantitative methods






Last updated January 2018

About the School

Founded in 1920, the SMU Cox School of Business equips students with the skills, knowledge, and experiences they need to succeed in business. Major publications, including BusinessWeek, The Economist,... Read More