| Date: 26 & 27 April 2012 Trainer: Luis Filipe Lages Location: CIIM Building, Nicosia
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Overview
This course covers the main principles, concepts and steps behind the development of marketing strategy and planning. It explores the operational issues and marketing strategies that help firms to effectively establish a dynamic long-term sustainable market position in a dynamic global marketplace. It outlines the way in which a company deals with its resources and capabilities in order to satisfy different types of customers with the final goal of bringing its products to the market while making the appropriate balance between short- and long-term performance.
Objectives
This course aims to sharpen student’s analytical skills, namely by providing key tools for presenting and defending business decisions and critically examine and discuss business recommendations of others. After completing the seminar participants will have: a) the concepts, tools, and know-how of the activities that comprise a market and stakeholder orientation approach; b) a better understanding of the marketing role in organizations and the value of matching product characteristics with stakeholders needs for competitive advantage; c) perception of the key challenges associated to inter-functional coordination and making the right match between product-push and market-pull approaches; d) the tools and marketing strategies supporting logical thinking to solve business problems faced by managers in highly competitive, dynamic, and turbulent markets.
Audience
Marketing Managers and all those in management positions who need a better understanding of the marketing function such as Directors, CEOs, CFOs, Managers, Engineers, and Supervisors in the areas of Sales, Quality, Innovation, Technology, R&D, Product Management and Internationalization. Also appropriate for Consultants, Entrepreneurs and Intrapreneurs.
Content
Introduction to the marketing concept and customer-centric approach
- How to incorporate the views of the various stakeholders in the development of marketing strategy?
- How to keep existing customers while acquiring new customers and entering new markets?
Creating value by transferring products and services to the marketplace
- How to integrate products/services into the market?
- How to transform them into a marketing success?
- How to (re)lauch them in todays and future markets?
Segmentation for value creation
- How to identify and define markets of interest?
- Which markets are feasible and attractive?
- How to differentiate a high from a low potential market?
Targeting and positioning for value creation
- How to grow in saturated and global markets?
- How to develop strategies and make companies more competitive?
- How to use targeting and positioning tools to grow?
Value creation through product and branding strategies
- How to use the "augmented" product to achieve sustainable competitive advantage?
- How to design products and services to deliver customer value?
- How to build brand value?
Managing the marketing channels to deliver value
- How to design and manage the distribution channel?
Communicating value through marketing communications
- How to use integrated marketing communications to deliver value?
- How to implement the AIDA model to create value?
Capturing value back through pricing
- What are the characteristics of profitable pricing practices?
- How to shift from cost- to value-based pricing?
Conclusion
- How to integrate all the insights from this course into a marketing plan?
- How to bring the marketing plan into action?
When implementing the marketing plan, what obstacles do we come across?
Faculty: Luis Filipe Lages
Luis Filipe Lages (PhD, Warwick) is Associate Professor with “Agregação” at the School of Economics and Management of Universidade Nova de Lisboa, Portugal. He held(s) visiting positions in several leading schools across the globe (e.g. MIT-Sloan School of Management, Stanford-Graduate School of Business, London Business School, MIT-Engineering School). His fields of teaching and research are marketing strategy, international business, innovation and technology transfer to the market. He has consultancy experience in both business and governmental forums, namely in the process of international strategy, market innovation and translating innovations into new company creation.
Fees and General Information
- €690 without HRDA subsidy
- €424 with HRDA subsidy
Fees include tuition, educational materials, coffee breaks and meals.
Due to CIIMs non-profit status NO VAT is charged
