• Internalize an integrated framework and analysis toolset for successful strategic planning and marketing management and execution
• Learn how to link your company's strategic and tactical plans to ensure successful execution
• Acquire a prioritization methodology that will allow you to speed your decision making
• Learn to develop a holistic strategy to eliminate the inefficiencies that result from corporate compartmentalization

Who Should Attend The Big Picture: Integrating Marketing Strategy and Execution-Hong Kong

The Big Picture: Integrating Marketing Strategy and Execution is designed to help marketing managers implement effective market strategies, build marketing management skills, or execute a greater overall customer focus for their organization. Non-marketing professionals who want to understand marketing's critical role in building competitive advantage and who are charged with helping to make it happen will also benefit. Organizations can strengthen their return on investment by sending their entire strategic planning and marketing teams to this program, please contact us for details about the Corporate Discount.

Benefits of Attending

FOCUS:

The Big Picture framework is a multi-dimensional strategic marketing planning tool that helps managers align all areas of the organization along a common goal and that facilitates decision making while building consensus.

INTEGRATION:

The framework focuses marketing strategy within the firm, aligning functional and tactical goals.

METRICS:

Participants will learn to distinguish between input and output metrics, or diagnostic vs. symptomatic measures; and will be introduced to Strategy-Integrated Metrics (SIMs tm), how to create them and how to apply them in their companies.

During this program, you will learn how to:

• Assess the market and customer orientation of your strategic plans, measurement systems, and processes
• Develop highly effective product and service strategies
• Identify clear value propositions for target market segments
• Build meaningful brands
• Measure and manage improvements in quality, satisfaction, and loyalty
• Manage customer relationships

By the conclusion of the program, participants will have:

• A firm knowledge of the framework and a common vocabulary for discussing strategic marketing issues across functional lines
• An ability to reframe pressing strategic and market issues facing their business or function using the Big Picture
• An implementation plan to bring back to their respective firms to address a pressing strategic issue facing top management. This plan will be developed in smaller groups throughout the program

As global competition increases, the one player who continues to gain relative power and influence is your customer. Sustained business performance requires an ever greater commitment to customer-focused strategies, processes, and plans.

The Big Picture: Integrating Marketing Strategy and Execution, is an integrated framework that links marketing strategy to execution using a systems thinking approach. This framework will also provide your sales, product, marketing and operational groups with an understanding of how their functions are linked both to each other and to the organization's overall strategy.

This comprehensive marketing program is a must for business leaders, general managers and marketing professionals, covering both the foundations of good strategic planning and the key elements of great marketing execution--from market selection, to product development, to successful promotion and sales strategy, and more. The framework reflects the dynamic and integrated nature of customer-based problems, and empowers managers across a variety of functions with the practical strategic marketing toolset they need to solve them.

As a special registration bonus, you will receive a copy of Professor Nordhielms book, Marketing Management: The Big Picture.

Day 1: Strategic Foundation

Business Objective

• Re-examining your firm's strategy
• Redefining goal setting
• Choosing a single-minded objective

Marketing Objective

• Allocating resources between acquisition and retention
• Identifying specific growth strategies vis-à-vis category and customer base

Source of Volume

• Understanding "Steal share strategy" and stimulating demand

Segmentation

• Understanding the "how-to's" of segmentation
• Generating potential segmentation variables

Day 2: Linking Strategy to Execution

Targeting

• Reaching out to your target audience
• Ensuring the greatest appreciation for your firm's value proposition

Positioning

• Using the five-box positioning toolset
• Establishing path from current customer perceptions and behaviors to most valuable customer proposition

Product & Service Strategy

• Renewing your thinking about the approach to Product and Service development

Day 3: Synthesis and Execution

Pricing Strategy

• Designing a competitive pricing strategy that is congruent with other strategic elements of the firm
• Executing strategy by developing appropriate pricing tactics

Distribution Strategy

• Designing and executing most effective distribution strategy
• Linking the distribution strategy to your firm's overall objectives

Promotion/Sales Strategy

• Designing and executing a successful promotion and sales strategy

The program fee includes tuition, instructional materials, living 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

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