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• 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

The The Big Picture: Integrating Marketing Strategy and Execution program utilizes the Big Picture Framework, a strategic planning tool developed by Michigan's Strategic Marketing faculty. The framework helps executives align all areas of their organization along a common goal to build consensus and facilitate decision-making. Once managers have established customer-based strategic objectives, investment priorities can be re-evaluated and inefficient or unnecessary activities eliminated.

The framework generates a single strategy within the firm, aligning functional and tactical goals to help eliminate the inefficiencies that result from pursuing un-aligned functional goals. Strategic plans that use the Big Picture Framework are simple, informative documents that live and change as organizations and their markets evolve. Program participants will receive the Big Picture Implementation Field Book and the book, Marketing Management, The Big Picture (Wiley & Sons), to help apply the concepts in their own organizations.

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

Marketing vice presidents, general managers, product managers, brand and category managers, marketing communications managers, and marketing consultants will benefit from the skills and strategies presented in this program. Organizations can strengthen their return on investment by sending their entire strategic planning teams to this program.

Business Objective

• Fundamental entity definition
• The core competence
• The business objective (goal and timeframe)

Marketing Objective

• Customer definitions
• Customer acquisition
• Customer retention

Source of Volume

• Selecting a strategic focus for the Fundamental Entity
• Implications of a "steal share" strategy vs. "stimulate demand" strategy

Segmentation

• Two-variable segmentation explained
• Segmentation tools and examples

Targeting

• Targeting process
• Developing a target audience description

Positioning

• Five-box positioning toolset
• Positioning your company: linking attitudes, behaviors, and customer propositions

Product & Service Strategy

• Product strategy
• Services marketing
• The link between customer satisfaction and profitability

Pricing Strategy and Tactics

• Designing a pricing strategy that is congruent with other strategic elements of the firm
• Value pricing, trial pricing, continuity pricing tools and uses

Distribution Strategy

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

Promotion/Sales Strategy

• The role of promotions and advertising in achieving the company's overall business objectives
• Important elements in designing and executing promotional campaigns

Linking Customer Satisfaction to Profitability

• Corporate self-esteem: transforming core competence into profitability
• Customer satisfaction and loyalty
• Customer satisfaction and self-esteem

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