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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