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AMA's Advanced Course in Strategic Marketing  

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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 required.

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Seminar Summary:

Competitor-proof your company! (see full course description)

 

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Training Course Syllabus:


Discover cutting-edge strategic marketing models—and their real-world applications—to improve the success ratio of marketing activities. Find new, advanced approaches to maximize the benefits of Internet and e-commerce technology. Learn how to increase the spending rate of current customers and cost effectively acquire new ones—and how to integrate your marketing mix elements with corporate-wide goals and strategies.

BENEFITS

• 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 marketing programs • Efficiently target your marketing campaigns to core buying influences • Successfully develop and manage new product and service launches to increase overall market share

OUTLINE

• The importance of marketing in today’s changing business environment • Strategic growth perspectives: the SMART bomb approach…the Growth Audit Gap Model…enterprise growth segmentation • Marketing strategies for distinct psychographic groups • Moving beyond pricing as an objective…to pricing as a strategy • The role of marketing in managing customer relations: understanding the lifetime value of a customer • Changing the buying structure through the Internet • Promotions and communications as an integrated process • The seven stages of new product/service development

Seminar Summary:

Competitor-proof your company! (see full course description)

print this agenda print agenda for the AMA's Advanced Course in Strategic Marketing  training seminar

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