Marketing for Executives

Setting

The goal of marketing is building sustainable business: the creation of value for a firm’s stakeholders through the delivery of customer value. This requires a solid understanding of your company’s customers and competitors, as well as the development of a competitive customer value proposition. 

'Marketing for Executives' gives you a comprehensive and inspiring overview on how you can optimally plan and implement your marketing activities. This interactive and practice-oriented three-day program will familiarize you with the most important ideas, concepts, approaches, tools and mindsets in contemporary marketing and marketing strategy. Conceptual frameworks, cases and examples enable you to develop a robust and validated approach to formulating and answering the key marketing challenges facing you today. 

'Marketing for Executives' focuses on the following themes:

• An update on the marketing fundamentals
• The development of a customer value proposition
• Business roadmapping (= strategic marketing)

Management Essentials for Executives

'Marketing for Executives' is one of the challenging programs in the 'Management Essentials for Executives' series. Want to know more? Visitwww.antwerpmanagementschool.be/essentials.

Content

Marketing Fundamentals

• The concept of marketing and customer value
• The role of marketing in the firm
• Hunting grounds: segmentation and targeting
• The voice of the customer
• Understanding the customer activity cycle
• Analysing the business environment
• Alliances: co-operate to compete
• Portfolio analysis: recipes and pitfalls
• Market intelligence: capturing data, building knowledge

Customer Value Propositions

• Product policy: the search for classics
• The new product development portfolio
• Developing and launching product and service innovations
• Customer processes: developing strong customer relationships
• Principles of sales and account management
• Pricing: balancing the ‘gives’ and the ‘gets’
• Understanding the willingness to pay
• Modeling price erosion: the commodity magnet
• Techniques for value analysis
• Image: software for the mind
• The rules of engagement in market positioning
• Using cyberspace to your advantage

Business Roadmapping

• Business modeling: resource configuration for competitive advantage
• Assessing the sustainability of your competitive advantage
• What’s your BHAG? (Big Hairy Audacious Goal)
• Formulating and assessing strategic options
• Implementing the marketing agenda: See – Start - Sustain
• Monitoring change: marketing metrics

Why choose this programme ?

Target group

This program is designed for managers and business executives (marketing and non-marketing) who would like to obtain more insights into marketing and marketing strategy.

Surplus value

• An essential update in 3 days
• Relevant and immediately applicable knowledge and tools
• Translation of state-of-the-art academic knowledge into daily practice
• Enhancement of cross-departmental communication and collaboration
• An excellent opportunity to network and exchange ideas with peer group members

Learning outcomes

• Develop a strategic marketing mindset
• Build a solid understanding of key marketing concepts and practices
• Determine which information you need to develop an effective marketing strategy
• Formulate a differentiating value proposition, develop a customer-focused marketing strategy and translate it to your own business
• Gain insights into drivers of customer value, customer choice, and the most effective new media tools to reach customers
• Increase effective communication with your marketing team

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