The increased complexity and cross-functionality of companies makes it increasingly important, even for those not directly involved in marketing, to understand the dynamics of internal and market analysis, strategy, planning and control, and customer relations/communication.
The market orientation of the enterprise as a whole is transformed into superior business performance only to the extent that all functions internalize this orientation and translate it into customer-oriented behavior.
The course aims to convey the overview of the marketing management process, delving into the aspects of connection and integration with all functions of the organization.
In addition to implementing typical marketing skills and tools, the course aims to raise participants’ awareness of contributing, whatever function they belong to, to the company’s value proposition.
Methodology
The course alternates between sharing typical marketing tools and methods
by lowering them within a classroom game, with the goal of reconstructing a
marketing management process that involves and enhances all business functions.
Goals
– Sharing the marketing management process, its stages, tools and methods
– Engaging participants in a 360-degree view of the company by valuing everyone’s contribution to the creation of value for the customer
– Deepening the contribution and responsibility of each person within the company in the relationship with customers and the market through social tools.
Program
– The process of value creation in the company
– Internal and external analysis, tools and methods
– The marketing strategy: segmentation, targeting and positioning
– Branding: trends and change in branding strategies and activities
– Strategic planning
– Product/service strategies
– The choice of channel and organizational sales choices
– Pricing policies and tactical price modification
– The promotional tools
– Integrated marketing communication
– Social: relationship, storytelling and conversation
– Monitoring and evaluation of the marketing plan.
