Advanced Strategic Marketing
Workshop dates:
Johannesburg: For future dates email customerservice@norcazacademy.co.za
Durbanville, Cape Town: For future dates email customerservice@norcazacademy.co.za
Durban North: For future dates email customerservice@norcazacademy.co.za
Course Fee:
Single : R9,500.00 (R10,830.00 incl. VAT)
Group booking of 4 delegates or more: R8,500.00 (R9,690.00 incl. VAT) per delegate – T&Cs apply.
In-House Training sessions: available on request – send an e-mail with specifications to admin@norcazacademy.co.za
DURATION: 3 Days
Introduction
At this workshop delegates will take the next step toward becoming strategic marketing gurus. They will discover cutting-edge strategic marketing models and their real-world applications. Delegates will gain the strategic marketing knowledge and tools needed to increase the spending rate of current customers and cost-effectively acquire new ones; integrate their strategic marketing mix elements with corporate goals and maximize the benefits of e-commerce technology.
Who Should Attend
Anyone 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 recommended.
Benefits of Attending
- Understand the strategic value of sales vs. the strategic value of marketing
- Learn the stages of the customer buying process and generate incremental value at each stage
- Use the growth audit gap model to select the most effective options for strategic marketing programs
- Efficiently target your strategic marketing campaigns to core buying influences
- Successfully develop and manage new and existing product and service launches to increase overall market share
Outcomes
- Explain the strategic differences between marketing and sales and the perspectives of the two functions
- List and explain the four basic activities on which marketing should focus
- Determine how marketing can impact the bottom line and other areas of the company
- Explain how strategic models must evolve to meet the requirements of the changing marketplace
- Apply the SMART Bomb Strategic Approach to your marketing strategy development process
- Use the Growth Audit and Gap Analysis Models to measure the gap between long term objectives and current company performance
- Set up the Enterprise Growth Segmentation Opportunities Identification to identify the most business-rewarding segments
- Describe the basic product/service life cycles and the application of Psychographics to each stage
- Illustrate the key strategies for the different psychographic groups
- Create, maintain, or improve brand positioning
- Manage brand value at all levels of the organization
- Show the key impact of a 1% price Increase and a 3% cost reduction on margin and the bottom line of the P&L
- Appreciate that inventory is the key internal/external pricing forces
- Use the Pricing Wheel Model to create a matrix of pricing decision influences
- Understand the key strategies of Perceived-Value Pricing and Value Pricing
- Use Customer Lifetime Value to craft a customer/place strategy
- Analyze the points at which customers come into contact with your product, service or organization, and manage those interactions to augment perceived value
- Explain the Integrated Marketing Communication Model and it’s impact on the Marketing Communication (MarCom) Planning Process
- Determine when to use core media elements in the communication process to be effective
- Develop an effective Media Plan Model
- Apply the eight chronological steps in the successful development process
- Implement the Discovery-Driven Planning Model
Course Outline: What will be covered
- Strategic growth perspectives: the SMART growth segmentation
- Strategic marketing for distinct psychographic groups
- Moving beyond pricing as an objective – to pricing as a strategy
- The role of strategic marketing in CRM: understanding the lifetime value of a customer
- Changing the buying structure through the Internet
- Promotion and communication as an integrated process
- The seven stages of new product/service development