• Apply competitive marketing strategy for growth and profitability
• Use fact-based analysis to improve marketing performance
• Analyze market opportunities and determine market potential
• Coordinate complete and coherent marketing programs
• Learn actively through a compelling marketing simulation

This hands-on program emphasizes the management of new and existing products and services for growth and profitability. Approximately one-half of the Competitive Marketing: Strategy and Tactics program is devoted to team-based activities. With your management team, you will repeatedly test strategies and tactics against competitors in both business-to-business and business-to-consumer markets. This exciting learning experience results from a state-of-the-art marketing simulation called LINKS. A variety of teaching approaches is used to highlight strategic concepts and principles, illustrate application possibilities, and provoke discussion. Opportunities for individual application occur throughout this program. Past participants have greatly enjoyed this active learning experience.

This program makes extensive use of the latest and most sophisticated marketing simulation. The simulation focuses on the Information-Analysis-Decision-Performance-Feedback paradigm to create a realistic and challenging marketing environment. The simulation views marketing as an integral part of the organization's supply chain. Teams of participants compete using multiple brands in multiple categories, channels (retail, direct, and major accounts), and regions within the supply chain management milieu that underlies today's competitive marketing management. Participants link and coordinate marketing strategy and tactical issues.

Who Should Attend Competitive Marketing: Strategy and Tactics-Hong Kong

This program targets senior management and analysts who are responsible for generating demand, revenues, and profits from new and existing products and services. It will benefit marketing managers, product/brand managers, and marketing analysts from business-to-business, customer and service industries. It will also be of interest to those in advertising, sales, marketing research, finance and accounting, operations management, human resources, corporate planning, and management information systems who work closely with marketers to maximize revenue and profitability.

Participants in the program will learn to:

• Acquire frameworks and tools for market and competitive analysis
• Test strategies and tactics in a low-risk setting
• Balance long-and short-term strategies, tactics, and trade-offs
• Coordinate complete and coherent marketing programs in the context of a supply chain
• Analyze market opportunities and determine market potential
• Evaluate and select target segments
• Position and re-position products and services
• Exploit the value-satisfaction-loyalty-retention-profitability chain
• Manage price-value relationships
• Measure marketing ROI
• Evaluate marketing program resource productivity
• Utilize marketing information to improve brand performance
• Explore traditional retail and direct (e-commerce) channel strategies

Participants in the program will learn to:

• Acquire frameworks and tools for market and competitive analysis
• Test strategies and tactics in a low-risk setting
• Balance short-term and long-term strategies, tactics, and trade-offs
• Coordinate complete and coherent marketing programs in the context of a supply chain
• Analyze market opportunities and determine market potential
• Evaluate and select target segments
• Position and re-position products and services
• Exploit the value-satisfaction-loyalty-retention-profitability chain
• Manage price-value relationships
• Measure marketing ROI
• Evaluate marketing program resource productivity
• Utilize marketing information to improve brand performance
• Explore traditional retail and direct (e-commerce) channel strategies

Formulating Strategy

• Competitive advantage and core competencies
• Evaluating existing strategies and positioning
• Linking strategy and tactics
• Managing the strategy-tactics-feedback loop

Thriving in Competitive Markets

• Growth to new customers, segments, markets, applications
• Analyzing brand position and competitive opportunities
• Implementing profitable marketing programs
• Avoiding commoditization drift
• Analyze competitors strategies

Customer and Market Analysis

• Positioning analysis
• Product/service design tools
• Experimentation to improve performance
• Exploiting customer and market information
• Evaluate and select target segments
• Customer satisfaction, loyalty, and retention

Generate-Demand Tactics

• Evaluating marketing programs and marketing ROI
• Marketing mix optimization
• Pricing strategies and tactics
• Decision making in an information-rich world

The program fee includes tuition, books, instructional materials, and coffee breaks. Fee is payable in advance in US dollars and is subject to change. See our Cancellation, Transfer and Substitution Policy

Asia Pacific Regional Office
Suite 1606-07
MassMutual Tower
38 Gloucester Road, Wanchai, Hong Kong
Tel: 852.2509.9088
Fax: 852.2509.9228
Email: Executive Education, Hong Kong