Marketing Master Class Programme
New exciting programme for 2008
The Marketing Master Class is series of six interlinked marketing workshops. Together, they provide a unique, consistent approach to both fundamental and applied concepts of marketing. These fast paced and intense three hour workshops will up-skill your management capabilities and will provide world-class concepts for upgrading your business.
Following each of the six workshops are optional one-on-one coaching sessions with the workshop presenters. These sessions will allow you to discuss all of the concepts covered and how you can immediately implement them in your business.
Workshop Topics
- International Marketing Wednesday 24 September 4pm–7pm
- Market Research Wednesday 1 October 4pm–7pm
- Real-world Branding Wednesday 8 October 4pm–7pm
- Business Communication Toolkit Wednesday 15 October 4pm–7pm
- Making the Most of Trade Shows Wednesday 22 October 4pm–7pm
- Introduction to Contract Negotiation Wednesday 29 October 4pm–7pm
These workshops are for the directors or marketing strategists of personally-owned businesses with under fifty employees. This is not a foundation workshop series. Applicants should already have a good understanding of marketing and its uses.
Have been designed by international marketing expert Patrick E.J. Rottiers. Global campaign instigator Deborah Edwards will also contribute.
Key Topics that will be covered in the Marketing Master Class
International Marketing
- Product/service ‘life cycles’
- Future proofing your business
- Switching your focus from your product to your market
- SWOT-based positioning
- Competitive analysis
- Recognising new client and market types
- Identifying markets by 3D analysis
- Market strategy and brand/product development
- Picking the right marketing channel
Market Research
- Comparing the cost and results of various information sources
- Sources for affordable market data
- Ad hoc vs. relevant data, validating data for applicability
- How to set up affordable data collection and processing
- Organising focus groups
- Working with quality questionnaires
- The pivotal role of CRM in tracking client/prospect data
- Business health checks
- Building a future-proof company on efficient market intelligence
Real-world Branding
- Turning customers who are aware of your brand into loyal evangelists
- How to build a brand from the consumer up
- How consumers shop, buy and develop brand-bonding
- Form a brand proposition for your business
- Brand-truth - wanting to find out, rather than willing to believe
- Fundamental trends that shape consumer behavior
Business Communication Toolkit
- What are the tools and what can you build by using all of them?
- Creating efficiency using digital media
- Website content and effectiveness
- Relationship between printed and electronic media
- Recycling and synchronising content for maximum impact
- Testing as a main component of your marketing-communication
- Professionalise your networking
- How to get the best work from your graphic designers
- ‘Lift Speech’ and electronic presentations
Making the Most of Trade Shows
- Deciding which exhibitions to attend
- Tactic options - attending with/without a stand
- Is your purpose info broadcasting or data collection?
- An exhibition as a marketing investment, not a promotional cost
- What makes ‘impact’, what results to go for - outcome planning
- Project Management of your trade show participation
- Budgeting and risk analysis
Introduction to Contract Negotiation
- Distribution and subcontracting frameworks
- Negotiating is teamwork
- Supplier vs. strategic supplier - how it effects the process
- Preparing for successful negotiations - homework, frameworks, market research
- Core contract clauses
- Intellectual Property issues
For more information on this NEW exciting fully funded programme, the presenters or the application process please download the flyer
SPACES ARE LIMITED
|
