 In this highly competitive business environment, marketing is everyone’s business. New product development, customer relationship management, and other key strategic initiatives cut across the entire firm. Even if you are working in R&D, finance, or human resources, a strategic understanding of marketing is critical today and will be even more so tomorrow. Where can you gain the basic knowledge you need to develop a marketing perspective?
Essentials of Marketing provides you with the core concepts and strategic perspectives of marketing. In 5 intensive days, the program delivers the equivalent of the general marketing curriculum of most MBA programs. This program helps you understand and apply the basic techniques of marketing, including segmenting and targeting customers, understanding the decision-making processes of your customers, using lifetime customer value in marketing planning, developing a unique brand, managing a product line, understanding distribution channels, and making effective advertising decisions.
Program Focus
- Analyzing markets and customers
- Understanding customer behavior
- Using customer analysis to make business decisions
- Pricing issues
- Product lifecycle and line management
- Strategies for managing channel conflict
- Allocating your marketing resources
- Advertising decisions
Program Outcomes
- Develop a marketing vocabulary.
- Gain a clear, in-depth understanding of core marketing concepts.
- Identify the essential elements of a strong marketing plan.
- Develop a thorough understanding of your customers and what motivates them to buy.
- Understand the value of your brand and how to build and develop that value.
- Learn to use quantitative analysis in your marketing plans.
- Become aware of product lifecycles.
- Measure results of different marketing strategies.
- Increase your effectiveness in working with your marketing team.
Participant Profile
This program will benefit executives across the organization (in engineering, R&D, finance, product development, accounting, sales, public relations, and other areas). Managers who are assuming marketing responsibilities for the first time, as well as managers already in a marketing capacity but without significant formal education in this discipline, can gain valuable insights. Sending several members of a product development team can provide a common marketing language and understanding that greatly facilitate the development process.
Date:
May 08-13, 2005 (Participants encouraged to arrive by May 04)
December 04-09, 2005 (Participants encouraged to arrive by November 30)
Location - Philadelphia, PA (Residential)
Fee - click here
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