Marketing Skills: Why Marketing Matters: A Strategic Grounding for Senior Managers

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Course Overview

Over the last 10 years marketing has undergone a major three-dimensional shift in emphasis: from tactical to strategic, from specialist discipline to business philosophy, and from functional responsibility to CEO priority.

Senior non-marketers need to understand fully the contribution that a disciplined, strategic approach to marketing can make to business direction, growth and shareholder or broader stakeholder value.

Audience

With marketing increasingly on the CEO's agenda, there exists both a need and an opportunity for senior managers to understand what marketing does and how much it is capable of.

This programme is designed therefore for senior managers who require a thorough understanding of marketing purpose, philosophies and value contribution but who are limited in the time they have available to explore the subject. It drills deep and requires a thorough understanding of how your business works.

Skills Gained

The ultimate market-based driver of business success is the value delivered to customers. The better your organisation can anticipate and meet customer needs, the more innovative and exciting your products and services will become, and the more value in use they will deliver.

Your top managers must become advocates for the customer and use customer knowledge and insights to drive value-delivering programmes and strategies.

Marketing is an increasingly demanding discipline. The pace of technological change has created many opportunities to improve the lives of customers. This programme will help you ensure your organisation's marketing is always responsible, ethically sound and evidence-based. You will return to your organisation asking challenging and thought-provoking questions. You will not be satisfied until you are given acceptable answers.

Course Outline

• Understand the guiding principles and philosophies of marketing at mature level, and how these contribute to organisational viability, growth and profitability
• Understand the importance of marketing strategy and how this relates to overall organisational structure and strategy
• Challenge marketing plans and proposals while adding value to them
• Critically evaluate alternative marketing approaches and be able to recommend and justify a course of marketing action
• Recommend improvements to your organisation's marketing function
• Identify and apply measures of marketing effectiveness, understanding how these impact on shareholder or broader stakeholder value
• Assess your business environments with the ability to pinpoint how these impact on industry and organisational strategy
• Identify sources of competitive advantage and how these can be applied in developing an effective competitive strategy
• Understand the process of market segmentation
• Use market and customer knowledge to create realistic value propositions for different customer groups
• Contribute to the development of a customer-focused orientation

Marketing Skills: Why Marketing Matters: A Strategic Grounding for Senior Managers / 0173