Program Overview:
Marketing in today’s complex, changing, and competitive world is more challenging than ever. To be successful requires a more robust vision of marketing as playing an expanded and indispensible role in the organization. It also demands discipline — a structured and systematic approach to marketing. And it mandates a mastery of sophisticated, state-of-the-art marketing tools.
Introducing a new program for today’s marketing professionals. . .
The Marketing Professionals Program is a four-day workshop designed for the advanced marketer who is indeed challenged by this complex, changing, and competitive world. It begins by situating marketing within the broader context of competition. It offers a new definition of marketing which elevates marketing from the tactical to the strategic level, and re-casts it as the organization’s profit center. And it introduces a proprietary 8-Ds framework of strategic marketing management, progressing through this framework step-by-step manner and thereby highlighting the newest tools in marketing.
At the beginning of the program, you will also introduce a marketing challenge which your organization faces today. During the program, you will work on addressing this challenge, drawing on both the lessons of the program and your colleagues. At the end of the program, you will present your solution.
Who Should Attend?
The Marketing Professionals Program is aimed at mid- to high-level executives who have operational and/or strategic marketing responsibilities in their companies: chief marketing officers, vice presidents of marketing, general managers, product managers, brand and category managers, marketing communications managers, and public relations managers. It is also very appropriate for seasoned marketers in allied marketing ‘services’ companies, including advertising agencies, marketing research providers, public relations firms, and marketing consultancies.
Benefits to You:
Upon completion of the program, you will:
• Recognize and appreciate the importance, scope, and nature of marketing in competitive markets,
• Have a new framework for strategic marketing management, and
• Have a new set of marketing tools.
In turn, you should subsequently be able to:
• Create a new strategic vision for marketing in your organization;
• Develop tactical policies, procedures, and programs for implementing this strategic vision; and
• Oversee the ongoing management of these tactical policies, procedures and programs.
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Click here to download the Program Brochure