Foundations of Strategic Marketing
In The New World Training
Set the Target. Understand the Audience. Deliver Effective Messages through the Right Channels.
Marketing is a series of processes that create value for customers, identify, present, and manage that value, followed by managing customer relationships. This program introduces both the classic concepts that form the foundation of marketing and teaches the dynamics of customer-centric and multi-channel marketing in the digitalized world. Participants gain in-depth understanding of their market, customer segments, and competition, easily identify opportunities, and navigate trends. Through exercises alongside theoretical content, they realize how their company's products and services impact customers' lives, the added value they provide, and how they differentiate themselves from competitors. They also learn the intricacies of customer loyalty, creating creative communication campaigns, and developing complementary products/services.
Program Outline
Brand Strategy
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Business and brand objectives
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Market research, pricing, and positioning
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Target audience and segmentation
Product and Brand
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Customer lifecycle
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Customer value proposition
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Insights, needs, and preferences
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Omni-channel
Communication Strategy
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Messaging and storytelling
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Communication channels and frequency
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Standing out in digital and social media
Program Structure and Innovative Techniques
Like all Enthusiast trainings, this program aims to create awareness and includes practical elements for behavior change. Comprising 70% exercises and role-playing, it ensures ample practice for all participants in desired behaviors and useful techniques. While briefly touching on all aspects of marketing communication, this program provides exercises specifically for the most crucial skills. It can be tailored to enrich or streamline according to the needs of both the organization and the participants.
Participant Profile
The program is suitable for all employees and managerial segments who require influence skills at basic and intermediate levels. Its content is adjusted based on the experience level of the participant group.