• Learn how to address your firm's specific marketing results
• Develop a core competence-based strategic marketing plan
• Understand the fundamental principles for collecting and interpreting data
• Define effective metrics that speak not just to the marketing function, but to the firm overall

• Marketers seeking to improve marketing measurement
• General managers who have or will have responsibility for strategic planning and want valid methods for measuring its impact
• Non-marketers seeking to jump-start a marketing career
• Cross-functional teams seeking to develop a joint approach and common vocabulary to analyze and solve marketing problems

The Strategy-Integrated Marketing Metrics course covers the key elements necessary to implement the Big Picture framework and to achieve efficiency in the collection and analysis of critical marketing data. The primary objectives for the course include:

• Learning how to implement and measure the impact of your strategic marketing plan using the Big Picture framework approach;
• Developing efficient tools to collect and interpret the customer data necessary for strategy implementation;
• Assembling Strategy-Integrated Metrics specific to your firm. These are the essential metrics you will use to assess marketing investment effectiveness based on your strategic plan.

At only two days in length, this program is designed to fit into a busy executive's schedule, allowing for maximum flexibility in pursuing executive development goals with minimal time away from the office.

The Strategy-Integrated Marketing Metrics program takes a conceptually appealing approach to strategic planning and explores its application to real marketing problems. The program faculty have worked with firms to implement The Big Picture across a variety of industries and will share implementation case studies and a uniquely efficient approach to collecting and analyzing marketing data and assembling marketing metrics. Participants will have the opportunity to develop strategy and execution plans leveraging The Big Picture framework.

Building a Big Picture Plan:

• Analyzing and Developing the Strategic Foundation
  • Business Objective through Segmentation
• Assembling the Marketing Plan
  • Targeting, Positioning and Four Ps
  • Identifying systemic needs: Incentives, Training, and Measurement Systems

Planning and Executing Strategic Market Research:

• Defining the Core Competence
• Finding the balance between customer acquisition and retention costs
• Analysis for the Source of Volume Decision
• Executional Research
  • Customer Satisfaction Research

Strategy-Integrated Metrics: Measuring Marketing Effectiveness

• Marketing metrics: finding the leading indicators to financial performance
• Connecting marketing and financial success metrics
• Choosing the right metrics to measure your strategy

The program fee includes tuition, instructional materials, hotel accommodations, continental breakfast, lunch, and coffee breaks each day, and selected dinners. Fee is payable in advance in US dollars and is subject to change. See our Cancellation, Transfer and Substitution Policy