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Dates & Times
Start Date/Time: Monday, October 19, 2009 at 8:00am
End Date/Time: Monday, October 19, 2009 at 5:00pm
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Venue/Location
Reed Smith
599 Lexington Avenue
New York, NY 10022
Registration Fees
| Member Rate | Non-Member Rate | ||
| Program Registration Fee | $895 | $1,095 | |
Course Description
What management cares about achieving is revenue, profit, and customer retention. Unfortunately many marketing teams have not strategically aligned their goals with the organizational business goals that really matter to them. This course will focus on the steps marketing needs to take to align their goals with the goals of the organization and then to build the appropriate marketing strategies to support those goals. Once that is accomplished, you can then measure the effect of your efforts and show management, investors, and the board the results. Using media measurement and analytics help marketers to directly identify the cause and effect relationships that marketing strategies have on revenue.
Taking these steps is particularly important if your company suffer from the following symptoms:
• Marketing is not seen as having a direct impact on the organization's financial performance.
• Functional silos within marketing seem to be operating independently and fighting for budget dollars and attention.
• With the swarm of marketing initiatives, no one is clear on which ones are really contributing the most to the bottom line.
• Marketing budgets are set on what was spent in the past year, not on what was achieved in the prior 12 months or on new company goals.
• Finance isn't buying into the ability of the marketing mix model to link brand attributes to revenue or profits.
Who is This Course For?
All managers responsible for their firm's marketing, brand or divisional business and especially for those new to managing marketing, including brand managers, assistant brand managers and senior professionals wishing to refresh their skills.
Key Takeaways
• Understand the unrealized potential when marketing is disconnected from business strategy.
• Help marketers close the gap between current and potential performance by tying marketing strategy to key business objectives.
• Learn how to improve marketing effectiveness by clarifying the strategic intent of all the marketing investments.
• Understand the difference between measuring ROI and optimizing marketing effectiveness
• Learn how to develop results-driven marketing strategies and the actions marketing must take to create an plan with achievable and measurable goals.
Class Agenda
The agenda has not been published for this conference. (CA)