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Module #
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1-Day Training Module
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Length
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Takeaway
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1
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Introductions to session & instructors
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15 min.
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- Objectives for the session.
- Goals of participants.
- Understand how course differs from “textbook learning” – real world applications
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2
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The Essentials of Marketing
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45 min.
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- 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?
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3
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Understanding and Aligning the Components of the Marketing Mix
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60 min.
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- 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?
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BREAK
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15 min.
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4
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Brand, Brands and Branding
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90 min.
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- 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?
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LUNCH BREAK
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60 min.
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5
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Market Segmentation Strategies
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60 min.
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- 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
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6
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Creating Customer Value, Satisfaction and Loyalty
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60 min.
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- 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?
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BREAK
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15 min.
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7
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Measurement (Driving Success)
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45 min.
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- 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?
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8
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Marketing Fundamentals Summary
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15 min
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Review of workshop and Q&A
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END OF DAY
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8:00
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