Workshop: Marketing Magic
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This 2-day workshop is for those who want to understand the principles of marketing, but more importantly for those who want to develop a marketing mind-set to enable them to identify unique sources of competitive advantage.
| Element | Content | Detail |
| Customer understanding & insight |
Marketing Research Customer profiling | The ability to identify customer requirements and expectations is the starting point of the marketing process. Marketers should be skilled themselves in the techniques of research & information gathering |
| Creating a unique place in the customers mind | Segmentation, Positioning & Branding | The essential objective of marketing is to find a position of uniqueness in the marketplace that delivers superior customer value. This requires a clear understanding of the totality of the customer proposition & of customers |
| Delivering the customer experience | Satisfaction, Loyalty, Lifetime Value & CRM | The links between customer satisfaction, loyalty, lifetime value & profitability are well proven, therefore the ability to deliver a consistent customer experience at every touch point is critical |
| Exploring digital marketing & social networks |
Digital Marketing | Digital marketing is upon us and although some of the traditional principles of advertising and promotion are still relevant, their delivery through the new electronic media must now respond to how customers receive messages and information |
| Renewing the product portfolio |
New Product Development | An organisation is only as good as the products and services it offers customers. Product renewal is therefore organisational renewal. To identify opportunities for new products and to bring them to market are therefore key marketing skills |
This workshop will be led by Rennie Gould who has a Cranfield MBA, and who has worked with some of the
most important marketing companies in the world including Nokia, Ford, Axa, BT & Mercedes-Benz.
He has also been a visiting lecturer at Bristol & Cardiff Business Schools