Presents an integrated approach to marketing strategy and decision making for consumer products and services.You will learn to evaluate marketing opportunities more effectively, examine appropriate uses of marketing research, and to analyze, appraise, and design coherent marketing strategies.
Gain insight into consumers' consumption habits and goals to create a well-defined marketing strategy for competitive advantage. Senior members of the Kellogg School of Management's world-renowned marketing faculty, in conjunction with leading marketing experts, lead this intensive and interactive seminar which blends cutting-edge theory with sound marketing practice to provide winning strategies and tactics.
Through discussions, case studies, and exercises you will develop a well-defined marketing strategy for identifying attractive targets and effectively positioning products and services to these targets-and translate your strategy into appropriate tactics for branding, service delivery, communications, pricing, and channels.
Who Should Attend
This program is beneficial for product managers, middle- to upper-level marketing managers responsible for consumer products and services, individuals who have recently assumed marketing responsibilities, and those who wish to develop a marketing mentality so that they can work more effectively with marketing people.
Many companies find it especially helpful to sponsor a team of participants to the program. Attending as a team produces a shared vocabulary and learning experience that encourages the application of new concepts and ideas to company issues. Special study groups, pricing and other arrangements are available to companies sponsoring teams of at least four participants.
During this course, you will:
- Assess opportunities in the marketplace
- Analyze competitive strategies
- Develop a product/service positioning and marketing strategy that
capitalizes on the most attractive opportunities
- Learn to build and leverage brand equity to your advantage
- Translate marketing strategy into sound marketing tactics
- Receive a comprehensive reference manual of program materials which will serve as a valuable resource for you in the future
Program taught in: