2-DAY MBA MODULE ON STRATEGIC MARKETING OUTLINE

Transcription

1 2-DAY MBA MODULE ON STRATEGIC MARKETING OUTLINE

2 Executive 2-DAY MBA Course Outline on Strategic Marketing This course combines academic rigour and real life experience from within the fast paced world of cutting edge Marketing. It is designed to provide experienced managers with a solid understanding of strategic marketing know-how, concepts and frameworks to take home and apply in their organizations. The build up is sequential and follows a red line of looking at business drivers, market research and customer insights to create a differentiated value proposition and introduces the product, price, promotion, place, people, process and planet framework with a particular emphasis on marketing communications, Digital and CRM. The material covered will guarantee maximum exposure to the world of marketing and brand management, concluding with the building blocks for personal and organizational marketing capability needed to execute your own marketing strategy flawlessly. Teaching Methodology A combination of lectures and practical exercises will foster a holistic understanding of marketing as a critical discipline in business management Pair and group work to develop the know how learned on the course will anchor knowledge in a practical and tangible way Each Module lasts 90 minutes and blends theory with practical exercises Each Day consists of 4 x 90 minute-modules Material & Equipment Requirements All modules are combination of 16:9 PowerPoint with rich media Overhead Projector, ideally H-D Sound-System Flip Charts (1 per 5 participants) Desirable but not a must: White Board Page 2

3 Course Outline DAY 1 Module 1 The Importance of Strategic Marketing Why is Strategic Marketing important? Start with the big picture: The Business Model Canvas Where to compete: Blue vs. Red Oceans The evolution and value of Brand Organizing for Marketing Alignment with the company s aims and objectives: Purpose, Vision and Mission Module 2 Introduction to the Marketing Mix Product: New product development Developing a range of products Product Portfolio Analysis Understanding the product life cycle Developing strategies for different stages of the life cycle Price: Pricing strategies and decisions Considerations when choosing a price: product mix, promotional pricing, geographical pricing Place: Distribution Options: Selecting the right channels Selling though retailers, wholesalers and other resellers Using the internet to sell products and service Retail Environment People: Using your staff to convey brand values How Marketing relates to Human Resources and Customer Service The concept of shared and aligned Purpose Process: Taking a marketing led approach to internal processes and systems Customer Centricity and making your process your USP Planet/Physical The importance of your value chain beyond money CSR and Sustainability as new drivers of values Page 3

4 Module 3 - Marketing Communications Promotion Marketing Communication BTL and ATL marketing activities Advertising: Print, TV, Radio, OOH & more Direct Marketing Public Relations Referral Strategies Sales Promotion Experiential Marketing Events and Experiences Digital Media SEM, SEO, Video Social Media Customer Relationship Management (CRM) What is CRM and what is it not? Creating value vs investing in Technology System and Process Focus Implications of integrating CRM into Marketing & Sales IT, Infrastructure and Big Data What big data really means Implications for Marketing Module 4 Understanding your Customers Developing a Customer-Centric Approach to Marketing Market research and generating intelligence Segmentation and Positioning Target Audience definition, from clusters of many to segments of 1 Mind Positioning: Getting inside the mind of your customer Developing a USP which matters to the buyer Understanding trends and anticipating customer wants and needs Page 4

5 Course Outline DAY 2 Module 5 Advanced Concepts in Branding & Marketing Summary of Modules 1-4 Customer Experience (Cx) Management Luxury Marketing: the Epitome of Branding Anti-Laws of Marketing The Dream Equation Module 6 Aston Martin Case Study PART I - (Student Group Work) You will work in small groups of 6-8 students and apply the learning from Modules 1-5 to a real-life case (Case Study and Instructions will be provided). I will spend time with each group of students focusing on the core aspects of the case to build understanding of key concepts and thinking. Module 7 Aston Martin Case Study PART II Each Group will present their strategy with a focus on Segmentation, CRM and the Marketing Mix (Promotion/Communication) In the second half of this session, we will contrast your findings with reality and explore together what really happened - and why Module 8 - Further Marketing Considerations Global Marketing Matrix Management & Working with Agencies Marketing Plan Framework Marketing Measurement, KPIs and Benchmarks How to get internal support for your plan Summary of Modules 1-8 Page 5

6 OUR PLAN... DAY 1 M1- Strategic Marketing M2- Marketing Mix M3- Marketing Communication M4- Understanding Customers DAY 2 M5- Advanced Concepts M6- Case Study Aston Martin M7- Case Study Aston Martin M8- Considerations & Summary Strategic Marketing - Module #1 April 2015 About Markus Kramer Markus is a recognized thought leader, speaker and facilitator in the fast paced world of cutting edge brand development & marketing. In his most recent undertakings Markus helped Aston Martin (Global Marketing Director) and Harley-Davidson (Marketing Director EMEA) build, scale and deliver their fascinating brands to more people in more places around the world. Other work includes many years of brand-, marketing- and retail development at numerous other marques, including private equity backed luxury mobile phone maker VERTU (Chief Marketing Officer), covering the entire spectrum from mass to premium to luxury. Page 6

7 BIO [short] Markus Kramer Markus Kramer advises and speaks on all aspects of the changing nature of customers. He guides Boards, Executives and Operational Teams as well as Private Equity and Growth Funds on all facets of strategic positioning, internationalisation, brand management, marketing, communication and retail development. In his most recent undertakings Markus helped Aston Martin (Global Marketing Director) and Harley- Davidson (Marketing Director EMEA) build, scale and deliver their fascinating brands to more people in more places around the world. Other work includes many years of brand-, marketing- and retail development at numerous other marques, including private equity backed luxury mobile phone maker VERTU (Chief Marketing Officer), covering the entire spectrum from mass to premium to luxury; from B2C to B2B and vertically from insights to strategy to execution and measurement. A passionate business and brand builder, Markus is a recognized thought leader in the fast paced world of cutting edge marketing. Markus speaks regularly and engages in select conferences and lecturing assignments at leading business schools around the world. Markus is Swiss at heart and holds degrees in Marketing & Brand Management, International Project Management from the University of California in Berkeley (USA) and an MBA from the SAID Business School at the University of Oxford (UK). Markus sits on the European Board of the Chief Marketing Officer (CMO) Council and is a member of the steering committee of UK s CIM (Chartered Institute of Marketing) Marketing Confidence Index. Markus is fluent in several languages and lives on the shores of lake Zurich in Switzerland. Please do not amend and/or publish without seeking prior consent. Further Resources For the latest thinking about the fast paced and cutting edge world of branding and what we can learn from Luxury, please visit Markus blog here. Page 7

8 Selected Testimonials I just wanted to send you a quick to say a huge thank you for joining us at The Berkeley yesterday. Your presentation was well received by our audience and we have had some great feedback them with over half of participants giving you a very high score! [Keynote: What we can learn from Luxury ] Alice Mungall, Private Banking Project Manager, Owen James, London, UK It was really a pleasure to have you as a part of our team, with two spectacular conferences that had only generated excellent comments. [Keynotes: What we can learn from Luxury & The Future of Marketing ] Katia Rachitoff, Director Seminarium, Lima, Peru I thank you very much for your contribution to our Distribution Week last week in Brussels and am happy to tell you that your speech was ranked by the participants among the three best ones of the full event. Patrick Desmarès, CEO, European Financial Marketing Association, Paris, France Recent Engagements (Selection) Seminarium Marketing Congress, Lima, Peru (Conference, 1000pax) First Direct, Leeds, UK (Corporate Event, 50pax) Brand 2 Global, London, UK (Conference, 100 pax) Richmond Finance Summit, Lausanne, Switzerland (Conference, 100pax) Luxury Management, ZHAW, Winterthur, Switzerland (Conference, 200 pax) PIMS International, Bad Ragaz, Switzerland (Conference, 100 pax) European Financial Marketing Association, Brussels, Belgium (Conf., 200 pax) Jumeirah Marketing Conference, Frankfurt, Germany (Corporate Event, 30pax) Best In Class Conference, Copenhagen, Denmark (Private Event, 120 pax), European Financial Marketing Association, Paris, France (Conference, 200 pax), Thought Leader Global, Amsterdam, Netherlands (Conference, 100 pax) Page 8