The Marketing Management Seminar is an intensive course that introduces the methods, processes and effects of modern marketing.
Concept
Marketing is an important driver of success. Even the best product or the most innovative offer cannot be successful if customers do not need it, want it or know about it. The most important purpose of marketing is to coordinate market needs and requirements with a company's capabilities and potentials. Concentration on very specific customer benefits enables price flexibility due to competitive advantages, customer preferences and efficiency in sales. Three core aspects need to be optimized:
Marketing Concept
The marketing concept defines how a company will achieve market success. Participants learn how to develop, evaluate and implement a marketing concept.
Marketing Culture
The main concerns of every marketing philosophy are to align all organizational entities with customer needs and to create an overall orientation on total customer satisfaction. This is a challenge for all employees of an organization: customer orientation is not just about marketing and sales. The question is how to develop and cultivate a customer-oriented mindset.
Sales Management
The best concepts are worthless without brisk sales. How can a company increase sales performance, develop new sales systems and design new distribution channels?
Subjects
Rules of the Market
The company is part of a dynamic market environment. Every market is subject to certain rules and regulations.
- Logics of the market
- Effects of diverse market constellations
- Success in pioneer markets, growing markets, saturated and shrinking markets. Can markets be created?
Market Analysis
Effective marketing is based on specific market analysis and market research.
- Developing and evaluating market analyses
- Research of customers and end-user behavior
- The importance of competitive analysis. Conducting competitive analysis and gathering competitive intelligence.
Simultaneously, the organizational culture has to be assessed in terms of readiness for customer focus.
- Is there a measurable dynamic that may offer external and internal customers significant potential benefits?
- Measures to sustainably improve customer focus
Marketing Strategy
The better the market analysis, the more accurate the marketing strategy.
- Vision, corporate and business strategy are prerequisites for the marketing strategy
- Corporate identity, business mission, image strategy and branding
- Proper strategic positioning leads to market success
- Prospective competitive positioning with quantitative goals
- From market segmentation to target marketing
- New marketing approaches
- Innovation management
Marketing Concept
The marketing strategy defines the principle policies for products, markets and pricing for every business segment.
- Product concept, performance differentiation, assortment concept, product line strategy
- Service concept and service policy
- Target segment-specific fine-tuning
- Market segment-specific marketing decisions
- Strategies for countries, markets and branches
- Concepts for market entry and development of new markets
- Pricing strategies and political scope of prices
- Covering additional points of sales with online marketing
Market Management
Thorough marketing can tap unused business potential and opportunities for profitable growth. How can a company ensure that the potentials of existing customers are harvested properly? How can it acquire new customers and new businesses?
- Activation of market management
- Improving the revenue and profit potential of the existing customer base
- Entering new markets and new customer segments
- Profitable growth with customer value concepts
Marketing Mix
The acid test for marketing strategies and marketing concepts is a successful marketing mix.
- Communication is the precursor for success
- Sales concepts and sales success
- Sales promotion, sales support
Leadership in Marketing
Marketing strategies and concepts need to be condensed and substantiated through marketing planning, and quantified in budgeting. Marketing controlling then guides goal achievement and effective actions.
- Planning, budgeting
- Structural integration of marketing
- Managing customer satisfaction
- Marketing controlling
- Corporate culture in line with marketing philosophy
Sessions
- Duration: 4 days
- Program Fees: CHF 4500 (plus 8.1% VAT for seminars in Switzerland)
Invoicing in EUR possible (depending on current currency rate)
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No. E-71224 Starting at 04.11.24
| Module | Date | Place |
|---|---|---|
| Seminar | 04.11.2024 - 07.11.2024 | Berlin, DE |
No. E-71125 Starting at 12.05.25
| Module | Date | Place |
|---|---|---|
| Seminar | 12.05.2025 - 15.05.2025 | Brunnen, CH |
No. E-71225 Starting at 08.12.25
| Module | Date | Place |
|---|---|---|
| Seminar | 08.12.2025 - 11.12.2025 | Zürich, CH |