Goals
Marketing is often seen as a luxury which is reserved to large companies that can afford a communications department, the services of an advertising agency, or even an in-house marketing specialist. Far from it! Having a marketing concept is indispensable for any company - regardless of its size, age or financial resources.
In five systematic steps, Swiss experts use a variety of examples to illustrate you how to:
- Recognize and expand your competitive advantages with a well-founded market, customer and competitor analysis;
- Define a marketing strategy with long-term marketing goals;
- Successfully position your offer on the market with an optimal marketing mix (product, price, place, promotion);
- Plan and systematically evaluate marketing measures;
- Create a marketing concept for your own business and convincingly present it to other seminar attendees.
Content
Step 1 - Situation analysis
- Market situation analysis/ market dynamics: market segmentation criteria, development of a Buyer Persona, estimate the market size and market growth potential, analyse the buying process (decision making unit)
- Competitor analysis: Assess current and potential competitors based on Porter's Five Forces model
- Situation analysis environment: Use the PESTEL tool to analyze current and future opportunities and risks in the macroeconomic context
Step 2 - Marketing goals and strategy
- Selection of submarkets and market segments: Addressing differentiated market segments versus addressing undifferentiated market segments, strategic considerations on the size of the selected submarkets
- Differentiation strategies: Differentiation in terms of Product, Price, Place and Promotion
- Growth strategies: market penetration, market development, product development, diversification
- Competitive strategies: First-to-Market strategy, Follow-the-Leader strategy, Me Too strategy, Niche Marketing strategy
- Corporate Identity: Corporate Design, Corporate Communication, Corporate Behavior
- Targeted sales figures and market share
Step 3 - Marketing mix
- Product: product range design, product range development, the right marketing mix in different phases of the Product Life Cycle, setting the right marketing priorities with the help of the Product Portfolio Matrix (Boston Consulting Group Matrix), a clear brand positioning as the basis for profitable marketing, packaging, additional services
- Price: determining factors in price setting (demand-oriented, competitive, cost-oriented), price positioning strategies, psychological pricing, ideas for clever discount campaigns
- Place: advantages and disadvantages of direct and indirect sales, push and pull sales strategies, cross-selling, up-selling
- Promotion: Today's framework conditions for marketing communication, success factors in interpersonal communication, 360-degree touchpoint analysis, advertising, trade and customer-oriented sales promotion, public relations
Step 4 - Planning and coordination of marketing tools
- Planning your marketing mix in line with your marketing objectives
- Acquiring new customers versus maintaining existing customers
- Allocation of the marketing budget
Step 5 - Marketing controlling
- Identify potential for improvement in the purchasing processes with the help of the sales funnel
- Calculate the return on investment of marketing expenses using the Return on Marketing Investment (ROMI) index
Within the course of the seminar, you will have the opportunity to develop a marketing concept tailored to your own business and to present it to other seminar participants. This will provide you the unique opportunity to receive feedback from potential customers that will be useful in the further development of your marketing concept.
Form: The seminar is entirely interactive with with numerous individual and group works, video clips and current case studies from Switzerland and internationally.
Duration: 12 hours
Price: 200 GEL (120 GEL for BPN Programme Participants)
Participants: Attendance is open to anyone