There are perplexed looks on the faces of business leaders across the land these days. Responsible for the steady growth of revenue for their companies, these intrepid marketers ponder how best to move the sales needle. The conundrum is that even when sales go through the roof and the company is breaking budget expectations left and right, marketers still aren’t sure about the true role their programs may have actually played in the company’s success. More importantly, neither are their CEOs.
When you finish this workshop you will be able to:
Gain all the necessary knowledge for branding the organization, run the necessary marketing campaigns, and enhance the organizational efforts in the context of increasing sales volumes and presence in the market.
What you will cover:
Introduction to marketing:
- Utilizing information of consumers & market to develop a marketing plan to reach your target audience.
- Including social media to your company’s advantage with an introduction to strategies and tactics.
- Developing a comprehensive marketing strategy that utilizes any attainable primary/secondary research.
- Understanding an effective supply chain and using strategies to better manage logistics and procurement.
Consumer Behavior:
- Measuring involvement and consumer motivation to design marketing efforts for consumer engagement.
- Measuring how consumers view your brand and how much recall your brand has among consumers.
- Adjust your marketing communications, tactics & strategies to better align with consumers’ attributes.
- Utilizing opinion leaders to benefit your brand and to Influence consumers.
A Relationship Selling Approach:
- Differentiating your overall marketing and sales strategies to effectively meet organizational needs.
- Handling objections and confidently using techniques to close a sale that will meet your customer needs.
- Develop and communicate the features, advantages, and benefits of your products and services.
- Using technology to better serve your customers’ needs and understanding your competitors.
International Marketing:
- Understanding the importance of SRC and ethnocentrism as obstacles in international marketing.
- Comparing the value of developing global awareness vs. a local perspective in marketing.
- Developing an effective international marketing plan and strategy for use in foreign markets.
- Discussing the issues in structuring & controlling an organization’s global marketing program.
Branding & Integrated Marketing Communications:
- Conducting brand audits to learn the value of your brand from the firm, customer & product perspective.
- Developing and implementing tactics and strategies to build, grow, and maintain positive brand equity.
- Auditing your or your competitors’ brands by using a variety of different methods.
- Creating a branding, integrated marketing communications, and social media strategy.
Marketing Management; Developing Integrated Strategy:
- Focusing your company’s image and positioning to display a unique selling proposition (USP).
- Building brand equity, thus enhancing consumer perceptions and customer engagement.
- Creating relevant communication messages, tactics, and strategies that are consistent and integrated.
Who should attend:
Marketing professionals, who have prior field experience; one to four years, and would like to enhance their knowledge in the field.
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