Your marketplace is changing all the time. To be a consistent winner requires managers with skills to develop and implement marketing strategies that are focused on customers.

      This two-day program provides managers with those skills in a way that is both efficient and exciting. State-of-the-art marketing concepts and techniques are presented pragmatically so they can be immediately applied to current competitive situations.

During the program, participants:

• Explore key characteristics and trends in the competitive environment and how they may affect organizations and their strategies.
  
  
• Consider state-of-the-art concepts in marketing for understanding customers and competitors.
  
  
• Examine how marketing and customer-driven strategies can be utilized to achieve business objectives such as profits and growth.
  
  
• Apply a process of systematic (and proprietary) approaches to develop marketing plans for products and services.
  
  
• Understand how competitive conditions change over time and the implications of these changes for all components of marketing plans and strategies.

Day 1	AM	Welcome and Introduction. The Marketing Challenge. Changes in Today's Competitive Environment. The Impact of These Changes on the Organization and Its Performance. The New Role of Marketing. What it Means to be Customer-Driven. Creating the Customer-Driven Organization.
	AM	Customer Value and Positioning. Components of Customer Value. Types of Benefits and the Role of the Benefit Advantage in Developing Effective Marketing Strategies. Systematic Approaches to Determining Bases for Positioning Products and Services.
	PM	Strategic Segmentation. Role of Segmentation in Developing Marketing Strategies. Systematic Approaches to Identifying and Selecting Markets.
	PM	Workshop Exercise: Identifying Markets.
Day 2	AM	Formulating the Product or Service Market Strategy. Purposes of a Strategy. Approaches to Assembling an Effective and Coherent Product or Service Market Strategy. Components of a Product or Service Market Strategy. Setting Business Objectives Over Time. Positioning the Product or Service. Core Competence and Competitive Advantage. Implementation Through Integrated Marketing Programs.
	PM	Workshop Exercise: Competitive Advantage Analysis
	PM	Managing Through the Competitive Life Cycle. How Competitive Conditions Change Over Time. Implications of These Changes for Product or Service Market Strategies. Winning Strategies for Each Stage of the Life Cycle and the Required Skills and Resources.
	PM	Summary of Learning Points. After the Program: Next Steps. Concluding Comments.