Full Day Training: Strategic Marketing - How to Win Customers in a Slowing Economy Go back »
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Time2016-05-11 | 08:30 - 16:00
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Venue:The European Chamber Shanghai Office, Unit 2204
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Address:
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Fee:Members: 2200 RMB |
Non Members: 3300 RMB
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Outperform the competition by professionally launching, marketing and selling products and services by designing powerful marketing strategy, performing targeted marketing research, structuring marketing plans and executing them successfully.
This course covers the critical activities of planning and implementing marketing strategies. Participants will gain an in-depth understanding of the management process involved and gain competitive advantage by challenging the conventional approaches. Through a set of proven action-based course activities, participants will be equipped with the practical marketing strategies which will help gain maximum pro ts and long-term value from marketing.
Participants will...
- acquire a structure of Systems Thinking to design, build, implement and sustain Strategic Marketing and Sales Planning.
- learn the techniques and tips to successfully implement this plan and keep it up to date year after year.
- obtain the know-how for focusing sales and marketing efforts.
- explore different approaches to marketing and sales success.
- learn how to build and track key success measures.
- understand how to implement a complete toolkit for powerful & practical marketing strategies.
TRAINING AGENDA
1. Revisiting concepts of business strategy
The importance of business strategy
- Porter’s Five Forces Model as baseline for strategic thinking
- Identifying effective drivers for continued business success
2. Analyzing the business environment
Assessing the external and internal business environment
- PESTEL
- SWOT
- Competitive Analysis
- Applying Porter’s three generic strategies
3. Examining segmentation, targeting and positioning
Using market segmentation and targeting to identify the corporate business focus
- Designing a business portfolio
- Differentiating and positioning products/services effectively
4. Go to Market Approach
Selecting the right angles and tactics for your product & services marketing
- Core products & services
- Value Curve and Value Proposition - Unique Selling Point
- Communication, Sales, Delivery and Payment Channels
5. Innovation and lateral thinking
How to enable the organization to apply creativity and innovation in marketing strategy
- Thinking out-of-the-box
- Utilizing methodologies for innovation
- Applying creativity in strategic management
6. Mastering techniques for managing strategy execution
70% of all strategies fail because of lack of execution; plan marketing strategy execution to reap its real benefits
- Using Norton/Kaplan’s Strategy Map
- Developing effective strategy dashboards
- Principles of strategy program governance and managing change
ABOUT THE TRAINER
MICHAEL ADICK is an alumnus of China Europe International Business School and Executive MBA holder. Originally graduated in bank management, he has 18 years professional experience in banking, industry and consulting, there of 7 years at Siemens Ltd. China in strategy, finance & controlling and sales & marketing positions. Michael specializes in management strategy, finance, value-chain performance management, program & change management, sales & marketing, customer service, product portfolio & life cycle management, and distribution.
Apart from mastering the technical frameworks, methods and tools in the aforementioned subject areas, Michael is a strong believer in considering the human, environmental and societal aspects in business management and is a strong proponent of a new concept of Sustainable Leadership.
Qualifications:
- KPMG Advisory/ Education External Trainer, worldwide
- ESAI/ESSCA School of Management External Lecturer (Masters Course), China
- European Business School (EBS University) External Trainer, Asia
- Executive MBA, China Europe International Business School (CEIBS), China
- Executive Development Certifications (excerpt):
- The MDC Management Development Course, Siemens, China
- top+ Expert/ Program Manager Certification, Siemens, China
- Lean Six Sigma Certification, Siemens China
- Corporate Finance; International Finance; Financial Reporting, CEIBS, China
- High Performance and Sustainable Leadership, CEIBS, China
ABOUT THE TRAINING COMPANY
Articulate Ltd. consultants, trainers and coaches are experienced professionals with a deep understanding of
doing business in rapidly growing economies and a passion for helping private, public and non-pro t organizations, who aspire to grow domestically, regionally and overseas, to improve the effectiveness of their leaders, managers and
staff and to achieve long-term sustainable success.
- We enable organizations to de ne, articulate, plan and measurably and sustainably execute their strategies.
- We support organizations to develop their leadership, management, human capital and operation methods towards long-term sustainable growth and success.
- We train leaders, managers and staff to improve their effectiveness in meeting their organizations’ goals.
- We coach executives and managers to help them develop their leadership effectiveness, business management or strategic project management skills and to assist them in meeting their personal growth aspirations.
- We source and recruit winning executives and managers
Speakers
Mr. Michael Adick
Michael is an alumnus of China Europe International Business School and Executive MBA holder. Originally graduated in bank management, he has 18 years professional experience in banking, industry and consulting, specializing in general and commercial management, strategy, complex project and change management, risk analysis, financial analysis, finance and controlling, performance management, operations planning and sales & marketing. By now, Michael has close to 17 years hands-on China experience.