Marketing Concepts for Business Strategy
30th April 2008 - Hunter Business Chamber
Short Course Description
This short course aims to integrate theory with practice. It provides an introduction to key concepts in strategic marketing, and seeks participants to apply those concepts via group activities. The underlying premise of the course is that business strategy decisions require an analysis of markets and competition and an understanding of perceived customer value. That is, the organisation needs to be "market-driven".
Being market-driven requires an understanding of the value that customers seek, the capabilities that the organisation has to provide that value, and how the two might be aligned. Identifying the strategic alignment of customer value and organisational capabilities is a first step; managers then need to ensure that planning documents capture the associated activities and resources and, most importantly that they include measures to demonstrate the outcomes of strategic marketing.
Who Should Attend
Persons seeking to advance their understanding of core marketing and strategy concepts. Also suitable for anyone seeking to further their understanding of systematic market analysis and planning. Previous learning in marketing strategy is not required.
Key Topics
- Introduction
You and Your Business
Fundamentals of Marketing: Exchange and Positioning
Fundamentals of Strategic Marketing: Market Orientation, Customer Value, Distinctive Capabilities, Planning and Competitive Advantage. -
Achieving a Market Orientation
Understanding the Market and being Market-Driven
Understanding Customer Value in the Market
Exercise: Positioning for Customer Value -
Leveraging Distinctive Capabilities
Identifying Distinctive Capabilities
Developing Capabilities to Learn about Markets and Value
Exercise: Matching Customer Value and Distinctive Capabilities -
Managing Strategic Marketing The Role of the Marketing Plan
Choosing and Using Planning Tools and Measures
Exercise: Metrics in Context.
Group Plenary: How to Sustain Market-Driven Strategies.
Learning Outcomes
At the completion of this course, participants will be able to:
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Discuss key concepts of marketing and strategy
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Identify and explain main factors involved in understanding the marketplace
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Understand the steps involved in marketing strategy planning.
