BUILDING AND MANAGING BRAND EQUITY
(1 or 2 days)
Understanding brands and brand equity and how to manage them. Developing new brands. Rejuvenating mature brands. Extending brands. Managing corporate brands.
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STRATEGIC MARKETING
(1 or 2 days)
Developing powerful customer-driven marketing strategies.
Understanding customers.
Strategic segmentation.
Positioning.
Managing through the competitive life cycle
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STRATEGIC SALES MANAGEMENT
(2 days)
Developing and coordinating marketing, sales, and sales representative strategies to achieve business objectives. Managing and motivating sales people.
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BUILDING THE MARKETING PLAN
(1 or 2 days)
Program focused on developing actionable, effective marketing plans for specific brands, products or services.
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"A great overview of marketing concepts--I can certainly recommend this program to all sales managers"
Field sales manager, film and camera manufacturer
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MARKETING MANAGEMENT
(5 days)
The changing role of marketing. Developing powerful customer-driven marketing strategies. Positioning. Managing marketing programs, including branding, pricing, personal selling, and advertising over time.
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PRICING FOR PROFIT AND GROWTH
(1 or 2 days)
Understanding the factors determining prices. Developing pricing strategies that achieve objectives by examining customer value, relevant costs, and competitors over time.
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INTEGRATED COMMUNICATIONS
(1 day)
Developing strategies that coordinate all types of customer communications, including advertising, personal selling, public affairs, and brand identifiers, to achieve specific communications objectives over time.
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WINNING IN THE GLOBAL MARKETPLACE
(1 or 2 days)
Developing world-class marketing strategies for global products and services. Assessing international markets. Examining cultures and their implications for marketing decisions. Creating the global organization.
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"Simple, clear, and provides instant gratification on the basics of pricing. The linkage between strategy and pricing was very good."
Commercial projects manager, energy provider
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"Extremely well presented -- interesting, held audience attention, punctuated with live examples. Made the whole subject engaging and digestible."
Group account director, advertising agency
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ACHIEVING GROWTH WITH NEW PRODUCTS AND SERVICES
(2 days)
Managing the stages of the growth process from idea generation to market entry. How to ensure success for new products and services. Building the new venture team.
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MANAGING PRODUCTS AND SERVICES IN MATURE MARKETS
(1 day)
The competitive conditions of mature markets and their implications for strategy. Alternative winning strategies for mature products and services.
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THE MARKETING OF SERVICES
(1 day)
What is special about services. Managing the service encounter. Developing the service marketing strategy.
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INCREASING CUSTOMER SATISFACTION
(1 day)
The importance of customer satisfaction and how to manage it by managing culture, organization, process, and strategy.
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"The program allowed me to bring together the various aspects of sales management to build a concise sales strategy which was integrated with our business strategy"
General manager, securites company
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NEGOTIATING FOR OBJECTIVES
(1 day)
Understanding alternative negotiation approaches and when and how to use them.
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BUILDING TEAMS THAT WORK
(1 day)
What makes an effective team and how to develop such a team.
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"To survive and then prosper, business MUST become much more market focused, and Don Sexton provided a highly concentrated and totally useful recipe for service businesses to prosper."
National manager, industrial association
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DEALING WITH DATA
(1 day)
A manager's guide to understanding issues in collecting, analyzing, and interpreting data.
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FINANCIAL ANALYSIS FOR MARKETING MANAGERS
(1 day)
Key financial concepts in cost-accounting and capital budgeting and how they can be used to improve marketing decision-making.
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