Marketing Matters

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Managing the Tools and Techniques to Take Brands to the Next Level

This practical, real world course helps participants enhance their marketing knowledge and skills to better direct the overall marketing function and effort to drive corporate growth more efficiently and effectively.

The course covers the importance of brand positioning; the role of brand management; how to bring a campaign to life; the creative brief and strategy; developing a great marketing plan—and more. From examining the 7P’s that are the essentials of marketing to understanding the keys to managing a brand, this course is taught by working professionals who know what it takes to get the job done and understand the difference between textbook learning and real-world experience. 

The marketing landscape has been changing at a rapid pace, and the best marketers understand that staying current with the tools and techniques that drive businesses are key to managing their brands and their career. From brand equity to audience segmentation to the marketing toolbox and ROI the course is an intensive overview that will build a lifelong foundation for current and future management positions.

Who is This Course For?
The course is for people who may be new to managing marketing, including professionals from other disciplines (i.e. sales, finance, digital, social, PR, promotion) who want to round out their marketing skills. It is also for marketing managers to refresh and update their skills with the best practices and new developments in marketing that will help them drive brands more impactfully.

Course Benefits

  • Explore the role of marketing for your company and brand(s)
  • Understand the elements of the marketing mix
  • Realize the dynamics and multiple assets a brand can own
  • Understand the value of building a competitive advantage and a brand positioning that differentiates your brand and drives brand power
  • Distinguish between rational vs. emotional benefits
  • Know how everything you do affects your brand—from packaging, to advertising to word of mouth.
  • Understand what customer-centric marketing means for marketing planning and implementation. Learn how marketing today starts and ends with the customer
  • Learn how to focus brand opportunities through SWOT Analysis
  • Appreciate the role of innovation in developing and executing a long-term plan
  • Recognize the importance of integrating all key elements of a successful Marketing Plan—and the importance of executing it brilliantly
  • Evaluate the purchasing process and the dynamics of brand loyalty
  • Commit to a system of measurement to evaluate marketing success



Paul Kurnit

Paul Kurnit is the founder of Kurnit Communications, KidShop, and PS Insights. Paul has served as consultant for companies including Bayer, Coca-Cola, ConAgra, Disney, FEMA, General Mills, Hasbro, Mattel, MeadWestvaco, McDonald’s, Nickelodeon, Pepsi, Polaroid, Scholastic, Sony, and Universal Studios. He is an internationally recognized marketing professional with over 25 years in the advertising and entertainment businesses. His advertising career began at Benton & Bowles and Ogilvy & Mather, where he managed a number of classic brands for Procter & Gamble, Kraft/General Foods, and American Express. As president of Griffin Bacal (a DDB agency), Paul managed businesses in virtually every consumer and service business category. He was also executive vice president of Sunbow Entertainment.

In addition to being a member of the ANA Faculty, Paul is coauthor of several books on marketing, and he is clinical professor of marketing at Pace University’s Lubin School of Business, teaching courses in advertising, marketing, marketing planning, and international advertising.


Module #

1-Day Training Module




Introductions to session & instructors

15 min.

  • Objectives for the session.
  • Goals of participants.
  • Understand how course differs from “textbook learning” – real world applications


The Essentials of Marketing

45 min.

  • The ideal role of marketing
  • Define what marketing is and how it fits into the organization
  • Review why marketing-oriented companies typically outperform other companies

EXERCISE: How does marketing fit within your organization? How can you maximize its perception and integration?



Understanding and Aligning the Components of the Marketing Mix


60 min.

  • Learn the components of marketing tactics and how they align with one another
  • Understand how to best harness the 7 P’s: Product, Place, Promotion, Price, Packaging, Positioning, People)
  • Learn how to see products as a bundle of customer-desired benefits
  • Explore the benefits of pricing objectives and strategies
  • Compare and contrast various distribution options
  • Discover the strengths and weaknesses of various promotional methods
  • Explore the power of the package
  • Appreciate that the consumer is the center of the conversation. How do you connect with customers and brand advocates to your brand?

EXERCISE: How are the 7P’s capitalized upon in your organization? How can your process and disciplines be improved?



15 min.



Brand, Brands and Branding

90 min.

  • What is a brand?
  • The Importance of Brand Positioning
  • What is your USP?
  • What is the marketing promise and marketing message? How do they differ / are they same? What makes them relevant and compelling?
  • What do we mean by brand equity?
  • What are the equities a brand can own? (i.e. logo, type font, music, sound effects, spokesperson, etc.)
  • What is customer-based brand equity?
  • What are the benefits of brand equity?
  • Positioning Statement consistency over time
  • Rational and Emotional benefits of Brand Positioning
  • How brand equity delivers value to the company

EXERCISE: What is your Brand Positioning? Is it clear, focused, relevant and compelling? How could it be made stronger?



60 min.



Market Segmentation Strategies


60 min.

  • Who is your most important audience?
  • What does your customer want? Are you delivering it?
  • What are the best strategic approaches to the planning process?
  • Understand the advantages of mass marketing vs. target marketing as well as the efficiencies and effectiveness that can be realized through pinpoint marketing
  • Learn how to optimally segment the market (whether in a B2B or B2C environment)
  • Understand the concept of customer touch points

EXERCISE: Who is your target audience? Build a target and identify the bulls-eye and each of the outer rings that represent secondary and tertiary customer opportunities



Creating Customer Value, Satisfaction and Loyalty


60 min.

  • The benefits and rationale behind developing customer value, satisfaction and loyalty
  • How marketing communication programs cultivate strong customer relationship efforts
  • Look at the importance of CRM systems in supporting customer relation efforts

EXERCISE:  What do you do to promote customer satisfaction? Do your customer relationship management efforts generate brand loyalty and brand ambassadors? How could you further enhance customer traction to your business?




15 min.



Measurement (Driving Success)

45 min.

  • Marketing return on investment

–         Calibrates effectiveness

–         Offers continuous improvement targets

–         Makes performance a fact

–         Common language with finance

–         Critical to agree on definition and usage with department head and finance

  • Measuring ROI:  What are you measuring? How are you measuring? What issues require agreement upfront

EXERCISE: How do you measure ROI? What measurement tools do you use? How well do they work for you? What others should you consider?


Marketing Fundamentals Summary

15 min

Review of workshop and Q&A