Programme Content
Module 1: Understanding the Role of Marketing
Discover what is critical to marketing success
Learn why beginning with tactics often fails
Explore the 3 C’s and understand their importance in achieving your marketing goals
Understand why the customer is the foundation for all marketing decisions
Module 2: Identifying Customer Insights
Pinpoint what a customer insight is, how to access it and why it’s important
Understand how to develop customer empathy and identify mindsets
Use a consumer index to determine which customers are more or less likely to purchase
Module 3: Developing Marketing Goals
Define the elements of a comprehensive marketing goal
Learn to utilize consumer behavioral goals to grow revenue
Perform a breakeven analysis
Module 4: Segmenting Markets
Discover how segmentation helps align organizational strengths with customers’ needs
Identify characteristics that may be used to classify consumers
Determine consumers’ needs within each segment
Understand how matching offerings to a segment differs between and among competitors
Explore the elements of an effective segmentation study
Module 5: Selecting Target Customers
Understand why targeting is important
Learn how the concepts of measurability, actionability and substantiability apply to target selection
Explore how big data can improve Customer Lifetime Value
Module 6: Positioning Your Brand
Understand what constitutes brand positioning and the fundamentals of a strong brand positioning statement
Identify a frame of reference and point of difference in the marketplace
Analyze a brand position by applying the value equation
Discover why and how a brand position may be refined over time
Module 7: Making Product Development Decisions
Identify the best path that leads to business growth for your organization through volume growth, new product expansion in existing markets, expansion into new markets, or new-to-the-world product and services development
Learn the basic methods and pitfalls of forecasting market penetration for existing and new products
Module 8: Making Brand Management Decisions
Understand the role of brands and the benefits they bring to an organization
Explore the concept of brand design and its relationship to the customer journey
Learn the advantages and risks associated with extending a brand
Define and calculate the impact of cannibalization
Module 9: Making Pricing Decisions
Understand the concept of Willingness to Pay (WTP) and its importance in determining pricing strategy
Explore the WTP demand curve and its representation of customers
Learn how positioning affects WTP and pricing strategy
Analyze opportunities for segmented pricing
Module 10: Making Distribution Decisions
Utilize market segmentation analysis for distribution channel design
Learn how to use channel benefits and channel segmentation analysis to evaluate a major market decision
Determine the value and functions of intermediaries and the role of incentives in channel design
Module 11: Making Marketing Communications Decisions
Utilize the creative brief as the foundation of your creative strategy
Understand the concept, value and issues associated with sustaining your position through laddering
Learn to apply the ADPLAN framework to evaluate advertising
Discover how to choose appropriate media forms for promoting your product or service
Gain insight into creating and managing successful client-agency relationships
Module 12: Making Digital Marketing Decisions
Explore the modern digital marketing eco-system
Gain insight into how marketing platforms mature and how each stage of maturation presents benefits and risks to marketers
Learn to leverage customer journey mapping as a tool for customer touchpoint identification and prioritization
Discuss the term “experience,” describe why it matters, and use it to create differentiating value for your customers
