presents American Management Association Seminars
FUNDAMENTALS OF MARKETING: YOUR ACTION PLAN FOR SUCCESS
Seminar No: 05512 -XNBB
CEU Credits: 2.4
Length: 3 days
Smart marketing can sell a product in spite of a slow economy, tougher competition and a recession-wary consumer. So know the basics and ensure your success.
Today, marketing is at the epicenter of any successful business strategy. As a marketer, you need to thoroughly understand both the internal and external forces that impact the profitability of your products or services and, ultimately, your organization. This intensive four-day seminar gives you the hands-on tools, techniques and skills you need to deliver bottom-line contributions and become a strategist who can think and act "outside the box."
Attendees:
Newly appointed marketers with less than three years of experience in marketing--as well as product/brand managers and new product developers.
How You Will Benefit:
- Acquire the skills, tools and techniques to identify, evaluate and solve marketing problems
- Recognize the importance of strategy and learn to develop an effective marketing plan
- Gain expertise at evaluating pricing strategies, collecting vital competitive intelligence and researching new markets
- Learn the components of an effective marketing communications mix
- Understand the impact of the Internet on marketing strategies
- Enhance your knowledge of marketing segmentation, life cycle extensions, product positioning and more
- Learn how to maximize sales force and distributor relationships
What You Will Cover:
- Marketing: the big picture
- Creating a strategic marketing plan
- Mapping out your strategy
- How to successfully manage your product’s life cycle
- The power of pricing
- How to build a winning distribution system
- The role of segmentation
- Using market research to advance your marketing efforts
- What you need to know about promotion
- Where new products fit into the marketing picture
Extended/Detailed Seminar Outline
Learning Objectives
- Acquire the Skills, Tools and Techniques to Identify Evaluate and Solve Marketing Problems
- Recognize the Importance of Strategy and Learn to Develop an Effective Marketing Plan
- Gain Expertise at Evaluating Pricing Strategies, Collecting Vital Competitive Intelligence and Researching New Markets
- Learn the Components of an Effective Marketing Communications Mix
- Understand the Impact of the Internet on Marketing Strategies
- Enhance Your Knowledge of Marketing Segmentation, Life Cycle Extensions, Product Positioning and More
- Learn How to Maximize Sales Force and Distributor
Introduction
- Learn Course Agenda, Major Areas Discussion
- Participant Intro/Exercise
- Road Map (Individual Setting)
Marketing the Big Picture
- Define Marketing and Understand Why It Is the Engine Driving All Business Strategy Today
- Define the Role of a Marketing Manager in Setting the Strategic Direction of the Company
- Understand How Marketing Fits into the Organization
- Embrace and Apply the Key Dimensions of Marketing
The Marketing Mix Big Picture
- Explore and Apply the Components of the Marketing Mix Components, the 4Ps
- List and Discuss the Differences between Marketing and Sales
- Develop and Apply a Customer/Product/Service Matrix
- Understand and Apply a Sustainable Competitive Advantage as a Core Marketing Strategy
- Differentiate Both Products and Services Using Hard and Soft Components
- Develop and Apply a Feature-Benefit Analysis for Products and Services
- Analyze Marketing’s Impact on the Company’s Top and Bottom Line
Strategy
- Define a Sustainable Competitive Advantage
- Define and Understand the Key Strategic Positions in the Market
- Recognize and Understand the Characteristics and Style of Dominant Market Leaders
- Analyze and Apply Defensive Market Strategies
- Develop and Apply Attack Market Strategies
- Understand and Execute Flanking Maneuvers in the Marketplace
- Recognize, Understand and Apply Niche Marketing Techniques
- Develop Guerrilla Marketing Strategies
Strategic Marketing Plans
- Identify and Understand the Strategic Planning Pyramid
- Define the Basic Planning Terms, Including: Mission, Goal, Objective, Strategy and Tactic
- Develop SMART Goals and Objectives
- Understand and Analyze a Mission Statement
- Write a Positioning Statement for Any Product or Service
- Conduct a SWOT Analysis
- Format and Develop a Product or Service Annual Plan for Any Product or Service
Product and Service Life Cycles
- Analyze the Different Stages of the Product, Service and Market Life Cycles
- Manage the Different Stages of the Product Life Cycle (PLC)
- Develop and Conduct a Relative Market Share Analysis
- Make Decisions Using a Growth Share Matrix
- Extend an Existing Product or Service Life Cycle
- Apply a Business Screen Analysis to Make "Go, No Go" Product and Service Decisions
Pricing
- Understand the Impact of a 1% Price Increase
- Understand the Impact of a 1% Cost Decrease
- Identify and Manage Pricing Forces, Both Internal and External
- Establish Pricing Objectives
- Identify the Participants in the Pricing Process
- Design and Apply Various Pricing Strategies during the Different Stages of the Product or Service Life Cycle
Place (Distribution)
- Identify and Understand the Various Distribution Channel Options Available to a Marketer
- Differentiate the Channel Options
- Understand the Advantages of Each Option Strategy
- Manage and Compensate for the Channel Disadvantages
- Apply the Channel Strategies
Segmentation
- Define a Market Segment
- Identify the Benefits of Segmentation
- Apply a Segmentation Matrix
- Differentiate the Various Segmentation Options
- Develop a Product or Service Positioning Statement
- Understand the Key Elements of Segment Including an Internet Strategy
- Identify Segment Characteristics and Sources
- Understand the Special Benefits of Segmentation
Marketing Research
- Define Market Research
- Design a Research Project
- Identify the Steps to Design a Research Project
- Understand the Requirements of Effective Research
- Apply Internet Research Techniques
- Manage and Avoid the Barriers to Effective Research
Promotion
- Identify and Use the Various Market Communications Options
- Develop and Use a Promotional Tool List
- Analyze and Develop an Average Communications Budget Distribution
- Develop and Use a Relative Cost per Impression Matrix
- Analyze the Various Advertising Options
- Identify and Use Web Page Strategies
- Understand the Relationship of Advertising and the Life Cycle
New Products
- Understand the Reasons for New Products
- Analyze and Apply the New Product/Service Matrix
- Understand the Seven Stages of Product or Service Development
- Adapt and Apply a Product or Service Charter
- Identify Sources for New Product and Service Ideas
- Apply the Screening Process and Conduct Concept Testing
- Analyze Prototyping, Including Alpha and Beta Testing
- Discover How Consumers Adopt New Products
- Apply Tips to Improve Development
MiSTi Case Study Marketing Plan Development
Start and End times: first day - 8:30am-5pm, all other days 9am-5pm unless otherwise specified. Your registration confirmation notice will confirm the hotel/conference center for the seminar for which you registered. The information included on this page is all the information available on this seminar. Please use form below to register only. To request information that is not included above please send an email to
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