Marketing Dynamics: Effective Customer & Client-Driven Value, Orientation & Strategy - (Diploma-Postgraduate)

HRODC Postgraduate Training Institute
In Al Farwānīyah (Kuwait)

£ 16,000 - (Rs 13,04,528)
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Important information

  • Training
  • Al farwānīyah (Kuwait)
  • Duration:
    20 Days
  • When:

Suitable for: Marketing Executives. Product Designers. Relationship Managers. Customer Service Managers. Client Service Managers. Marketing Researchers. sales Managers. Sales Executives. Corporate Directors. Divisional Directors. Marketing Lecturers. Marketing Consultant. Brand Managers. Life Cycle Specialists. All others interested in ensuring that. there is a high rate of return on. Marketing Investment

Important information

Where and when

Starts Location
Al Farwānīyah
al-Kuwait, Kuwait
See map

Course programme

Marketing Dynamics: Effective Customer and Client-Driven Value,

Orientation and Strategy (1)

Module 1: Marketing: Creating and Capturing Customer Value

· Defining and Deconstructing Marketing

· Understanding the Marketplace and Customer Needs

· Designing a Customer-Driven Marketing Strategy

· Preparing an Integrated Marketing Plan and Program

· Building Customer Relationships

· Capturing Value from Customers

· The Changing Marketing Landscape

Module 2: Company and Marketing Strategy: Partnering to Build Customer Relationships

· Companywide Strategic Planning: Defining Marketing’s Role

· Designing the Business Portfolio

· Planning Marketing: Partnering to Build Customer

· Relationships

· Marketing Strategy and the Marketing Mix

· Managing the Marketing Effort

· Measuring and Managing Return on Marketing Investment

Module 3: Analysing the Marketing Environment

· The Company’s Microenvironment

· The Company’s Macro-environment

· Demographic Environment

· Economic Environment

· Natural Environment

· Technological Environment

· Political and Social Environment

· Cultural Environment

· Responding to the Marketing Environment

Module 4: Managing Marketing Information to Gain Customer Insights

· Marketing Information and Customer Insights

· Assessing Marketing Information Needs

· Developing Marketing Information

· Marketing Research

· Analyzing and Using Marketing Information

· Other Marketing Information Considerations

Marketing Dynamics: Effective Customer and Client-Driven Value,

Orientation and Strategy (2)

Marketing Dynamics: Effective Customer and Client-Driven Value,

Orientation and Strategy (2)

· Consumer Markets and Consumer Buyer Behavior

· Model of Consumer Behavior

· Characteristics Affecting Consumer Behavior

· The Buyer Decision Process

· The Buyer Decision Process for New Products

· Business Markets and Business Buyer Behavior

· Business Markets

· Business Buyer Behavior

· The Business Buying Process

· E-Procurement

Module 6: Customer-Driven Marketing Strategy: Creating Value for Target Customers

· Customer-Driven Marketing Strategy

· Market Segmentation

· Market Targeting

· Differentiation and Positioning

Module 7: Products, Services, and Brands: Building Customer Value

· What is a Product?

· Product and Service Decisions

· Services Marketing

· Branding Strategy: Building Strong Brands

Module 8: Developing New Products and Managing the Product Life Cycle

· New-Product Development Strategy

· The New-Product Development Process

· Managing New-Product Development

· Product Life-Cycle Strategies

· Product Decisions and Social Responsibility

· International Product and Services Marketing

Marketing Dynamics: Effective Customer and Client-Driven Value,

Orientation and Strategy (3)

Module 9: Pricing: Understanding and Capturing Customer Value

· What is a Price?

· Customer Perceptions of Value

· Company and Product Costs

· Other Internal and External Considerations Affecting Price Decisions

· New-Product Pricing

· Product Mix Pricing

· Price-Adjustment Strategies

· Price Changes

Module 10: Marketing Channels: Delivering Customer Value

· Supply Chains and the Value Delivery Network

· The Nature and Importance of Marketing Channels

· Channel Behavior and Organization

· Channel Design Decisions

· Channel Management Decisions

· Marketing Logistics and Supply Chain Management

Module 11: Retailing and Wholesaling

· Retailing

· Retailer Marketing Decisions

· Retailing Trends and Developments

· Wholesaling

Module 12: Communicating Customer Value: Advertising and Public Relations

· The Promotion Mix

· Integrated Marketing Communications

· Advertising

· Setting Advertising Objectives

· Setting the Advertising Budget

· Developing Advertising Strategy

· Evaluating Advertising Effectiveness and Return on Advertising Investment

· Other Advertising Considerations

· Public Relations

· Major Public Relations Tools

Marketing Dynamics: Effective Customer and Client-Driven Value,

Orientation and Strategy (4)

Module 13: Communicating Customer Value: Personal Selling and Sales Promotion

· The Nature of Personal Selling

· The Role of the Sales Force

· Managing the Sales Force

· The Personal Selling Process

· Sales Promotion

Module 14: Direct and Online Marketing: Building Direct Customer Relationships

· Growth and Benefits of Direct Marketing

· Customer Databases and Direct Marketing

· Forms of Direct Marketing

· Online Marketing

· Setting up an Online Marketing Presence

· The Promise and Challenges of Online Marketing

· Public Policy Issues in Direct Marketing

Module 15: The Global Marketplace

· Looking at the Global Marketing Environment

· Deciding Whether to Go Global

· Deciding Which Markets to Enter

· Deciding How to Enter the Market

· Deciding on the Global Marketing Program

· Deciding on the Global Marketing Organization

Module 16: Sustainable Marketing: Social Responsibility and Ethics

· Sustainable Marketing

· Social Criticisms of Marketing

· Consumer Actions to Promote Sustainable Marketing

· Business Actions Toward Sustainable Marketing

· Marketing Ethics

· The Sustainable Company

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