Implementing Marketing Strategy (On site, only)

To succeed, marketing strategies must be supported by all elements of the marketing mix and must be implemented impeccably by the marketing team.

During the morning of this very practical and applied program, Don Sexton explores the management of two crucial elements of the marketing mix – pricing and communications (with special emphasis on advertising).

In the afternoon, he examines key ideas and approaches for motivating people to perform at high levels. Participants then apply these ideas and approaches to a real-life marketing and sales situation.

Participants will:

• Explore the six factors that lead to effective pricing.
• Understand how to utilize Value/Cost? based pricing to achieve business objectives by capturing the value provided the customer.
• Determine which costs are relevant to pricing and which costs are not relevant and how to determine if a price is financially sound.
• Understand how communication works to change behavior.
• Explore how to set communications objectives, develop effective messages for customers, and determine communications spending.
• Consider ways to evaluate employee performance.
• Learn approaches for managing and motivating people to attain levels of superior performance.
• Apply these motivation approaches in a case situation.

Upcoming Class Schedule