MARKETING COURSE IN PGEMP
MAJOR TOPICS AND ALLOCATION OF SESSIONS
1. Making Profit through Customer Centricity 6 Sessions
2. Practice Marketing by making a Marketing Plan 4 Sessions
3. Partnering to deliver consumer value 6 Sessions
4. Being competitive 4 Sessions
5. Service Marketing 4 Sessions
6. Implementation issues in marketing 2 Sessions
Theme 1 - Making Profit through Customer Centricity
Ø Defining your customer and choosing profitable customers
Ø Buyer behaviour in B2B and B2C markets – DMU - across products, services, solutions and networks
Ø Aligning assets, structures and processes to create “value” that the chosen customers want
Ø Achieve revenue quality as well as customer satisfaction : CLTV, CRM, Branding, Loyalty
Ø Pricing mechanisms to capture a part of the value created
Ø Managing customers at various VFM points : Value- Cost- Price Calculations
Ø Managing customers for profit (Loyalty, Satisfaction and Customer relationship management, CLTV)
Ø Managing all touch points – value derived by customers from these touch points
Ø Customer retention & acquisition
Theme 2 – Practice Marketing by making a Marketing Plan
Ø Sales plans, Promotion Plans, Communication Plans are parts but not the whole marketing plan
Ø What is a complete marketing plan : Environment analysis, Choosing Customer, Focusing on them
Ø Analysis of environment ( 5 Cs etc) as the very foundation of any good plan
Ø STP as a pre-requisite step before developing marketing mix
Ø Value Proposition and Go-To-Market strategy for each “market”
Ø Marketing Programs : linking plan to actions
Theme 3: Partnering to deliver consumer value
Ø Want to be “close to customer”? You cannot do it alone – you need partners
Ø Various “partners” in marketing : retailers, distributors, C&F agents, franchisees, value-added resellers, servicers
Ø Sales funnel
Ø Different tasks for different sales force
Ø Personal selling
Ø Organising the sales force structure
Ø Personnel issues in selling-Compensation, motivation etc.
Ø Managing the value network (distribution channels)
Ø Looking at the supply chain to add value to customers
Theme 4 : Being competitive
Ø Two continuous strategies : attack and defence : whom to attack and from whom to defend
Ø Service as a way of keeping competition at bay
Ø Branding as a way of keeping competition at bay
Ø Being innovative as a way of keeping competition at bay
Ø Investing in Employees to create a sustainable differential advantage against competition
Ø Market-Driving instead of being Market-Driven
Ø Customer focus VS Competition focus
Ø New product development
Theme 5 : Service Marketing
Theme 6 : Implementation issues in marketing
- h major tool needs to be taught using examples from all 12 “spaces” (1) B2C Products (2) B2C Services (3) B2C Solutions marketing models focusing on products, services and solutions
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