Marketing Dynamics: Effective Customer And Client Driven Value, Orientation And Strategy

HRODC Postgraduate Training Institute
En Central London (Inglaterra)

£ 20.000 - (23.503 )
+ IVA

Información importante

  • Curso
  • Central london (Inglaterra)
  • Duración:
    20 Days
  • Cuándo:
    A elegir
Descripción

If you want to develop techniques and strategies to influence the buyer's behaviour, this course on Marketing Dynamics: Effective Customer And Client Driven Value, Orientation And Strategy will teach you the best way to attract customers.

Información importante
¿Esta formación es para mí?

This Course is designed for: marketing executives, product designers, relationship managers, customer service managers, client service managers, marketing researchers, sales managers, sales executives, corporate directors, divisional directors, marketing lecturers, marketing consultant, brand managers, life cycle specialists.

Requisitos: Degree or Work Experience

Instalaciones y fechas

Dónde se imparte y en qué fechas

Inicio Ubicación
A elegir
Central London
Carburton Street, W1W 5EE, London, Inglaterra
Ver mapa

¿Qué aprendes en este curso?

Market
IT
Public Relations
Marketing
Sales
Campaign Planning
Marketing Strategy
Direct Marketing
Marketing Management
Communications Planning
Sales Force Management
Marketing Planning
Brand Management
Buyer Behaviour
Product Development
Global
Advertising
Public
IT Development
Sales Training
Marketing Advertising
Marketing Analysis
Marketing Campaign
Marketing manager
New Product Development
Marketing Dynamics

Temario

Course Contents:

Marketing Dynamics: Effective Customer and Client-Driven Value, Orientation and Strategy (1)


Marketing: Creating and Capturing Customer Value

  • Defining and Deconstructing Marketing
  • Understanding the Marketplace and Customer Needs
  • Designing a Customer-Driven Marketing Strategy
  • Preparing an Integrated Marketing Plan and Program
  • Building Customer Relationships
  • Capturing Value from Customers
  • The Changing Marketing Landscape

Company and Marketing Strategy: Partnering to Build Customer Relationships

  • Companywide Strategic Planning: Defining Marketing’s Role
  • Designing the Business Portfolio
  • Planning Marketing: Partnering to Build Customer
  • Relationships
  • Marketing Strategy and the Marketing Mix
  • Managing the Marketing Effort
  • Measuring and Managing Return on Marketing Investment

Analysing the Marketing Environment

  • The Company’s Microenvironment
  • The Company’s Macro-environment
  • Demographic Environment
  • Economic Environment
  • Natural Environment
  • Technological Environment
  • Political and Social Environment
  • Cultural Environment
  • Responding to the Marketing Environment

Managing Marketing Information to Gain Customer Insights

  • Marketing Information and Customer Insights
  • Assessing Marketing Information Needs
  • Developing Marketing Information
  • Marketing Research
  • Analyzing and Using Marketing Information
  • Other Marketing Information Considerations

Marketing Dynamics: Effective Customer and Client-Driven Value, Orientation and Strategy (2)

Understanding Consumer and Business Buyer Behaviour

  • Consumer Markets and Consumer Buyer Behavior
  • Model of Consumer Behavior
  • Characteristics Affecting Consumer Behavior
  • The Buyer Decision Process
  • The Buyer Decision Process for New Products
  • Business Markets and Business Buyer Behavior
  • Business Markets
  • Business Buyer Behavior
  • The Business Buying Process
  • E-Procurement

Customer-Driven Marketing Strategy: Creating Value for Target Customers

  • Customer-Driven Marketing Strategy
  • Market Segmentation
  • Market Targeting
  • Differentiation and Positioning

Products, Services, and Brands: Building Customer Value

  • What is a Product?
  • Product and Service Decisions
  • Services Marketing
  • Branding Strategy: Building Strong Brands

Developing New Products and Managing the Product Life Cycle

  • New-Product Development Strategy
  • The New-Product Development Process
  • Managing New-Product Development
  • Product Life-Cycle Strategies
  • Product Decisions and Social Responsibility
  • International Product and Services Marketing

Marketing Dynamics: Effective Customer and Client-Driven Value, Orientation and Strategy (3)

Pricing: Understanding and Capturing Customer Value

  • What is a Price?
  • Customer Perceptions of Value
  • Company and Product Costs
  • Other Internal and External Considerations Affecting Price Decisions
  • New-Product Pricing
  • Product Mix Pricing
  • Price-Adjustment Strategies
  • Price Changes

Marketing Channels: Delivering Customer Value

  • Supply Chains and the Value Delivery Network
  • The Nature and Importance of Marketing Channels
  • Channel Behavior and Organization
  • Channel Design Decisions
  • Channel Management Decisions
  • Marketing Logistics and Supply Chain Management

Retailing and Wholesaling

  • Retailing
  • Retailer Marketing Decisions
  • Retailing Trends and Developments
  • Wholesaling

Communicating Customer Value: Advertising and Public Relations

  • The Promotion Mix
  • Integrated Marketing Communications
  • Advertising
  • Setting Advertising Objectives
  • Setting the Advertising Budget
  • Developing Advertising Strategy
  • Evaluating Advertising Effectiveness and Return on Advertising Investment
  • Other Advertising Considerations
  • Public Relations
  • Major Public Relations Tools

Marketing Dynamics: Effective Customer and Client-Driven Value, Orientation and Strategy (4)

Communicating Customer Value: Personal Selling and Sales Promotion
The Nature of Personal Selling

  • The Role of the Sales Force
  • Managing the Sales Force
  • The Personal Selling Process
  • Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

  • Growth and Benefits of Direct Marketing
  • Customer Databases and Direct Marketing
  • Forms of Direct Marketing
  • Online Marketing
  • Setting up an Online Marketing Presence
  • The Promise and Challenges of Online Marketing
  • Public Policy Issues in Direct Marketing

The Global Marketplace

  • Looking at the Global Marketing Environment
  • Deciding Whether to Go Global
  • Deciding Which Markets to Enter
  • Deciding How to Enter the Market
  • Deciding on the Global Marketing Program
  • Deciding on the Global Marketing Organization

Sustainable Marketing: Social Responsibility and Ethics

  • Sustainable Marketing
  • Social Criticisms of Marketing
  • Consumer Actions to Promote Sustainable Marketing
  • Business Actions Toward Sustainable Marketing
  • Marketing Ethics
  • The Sustainable Company

Información adicional

 Cost:                      £16,000.00  Per Delegate for UK Delivery
 £20,000.00  Per Delegate for Delivery outside the UK