Participant Profile

Managers in a marketing function and managers with
a significant interface between marketing and sales

Objective

To get to know how to use market research,
portfolio analysis, define objectives, develop a marketing plan,
create strategies and control the entire marketing process

Outline

Responsibilities and skills for
marketing managers
Marketing mix: product, price, place,
promotion
The steps for defining a marketing
strategy
The business environment
Segmentation, targeting, positioning
Customer groups and their
differing needs
Microtargeting
Product plan, marketing plan,
business plan

Portfolio analysis and management
Creating values for customers
Branding, solutions/services,
Relationship management

Method

Interactive presentations, workshops,
case studies

Duration: 3 days