Training Course:Marketing for Growth and ProfitabilitySchool/Trainer:Vanderbilt University Owen Graduate School of Management
Nashville, Tennessee, United States
Course Format: Classroom | E-learning | Virtual Class | Online | On-site | Blended | Self-paced
Course Description:
'' The goal of the program is to expose participants to a variety of frameworks for understanding key marketing decisions. We begin with a look at differing fundamental views of marketing before examining several methods to improve marketing decisions via the use of analytics. In addition, we will examine the relationship between segment selection and the critical targeting and positioning decisions with an emphasis on current targeting and positioning tools (e.g., perceptual maps, category and image based positioning). We then investigate how to effectively communicate the benefits of products/services in the marketplace. The final portion is designed to blend earlier decisions with the development (or maintenance) of a successful brand. The focus here is not solely on the advantages of having a strong brand, but instead, on the steps that are necessary to build, revitalize, or extend a brand.
WHAT YOU’LL LEARN:
Introduction to marketing strategy
�Marketing versus Selling Orientation
�Macro Frameworks and Generic Strategies
�Introduction to Value Disciplines
�Classic Marketing Approaches
Understanding Consumer Behavior through Marketing Research
�Competing on Analytics
�Optimizing ROI of marketing spending
�Understanding B to B Customers
�Exploratory, Descriptive and Causal Research
Communicating Value: Segmentation, Targeting and Positioning
�Factors that influence Buyer Behavior
�Role of Customer Relationship Management
�Introduction to Geo-demographic Cluster Segmentation
�Changing Products or Services to increase profits
�Competition and Image Based Positioning
Communicating Value: Integrated Marketing Communications
�Persuasion Knowledge Model
�Central and Peripheral Routes to Persuasion
�Role of Advertising, Promotions, and Sponsorship
�Investigating novel digital approaches
Building Strong Brands
�Understanding the Importance of Brands
�Framework for Building Brand Equity
�Leveraging Brands via Extensions
...''
Elements of this syllabus are subject to change.
Please go to the school's official website for training price and schedule:
http://www.owen.vanderbilt.edu/
Phone:615-322-2534
School Address:
Vanderbilt Owen Graduate School of Management
401 21st Avenue South
Nashville, TN 37203 USA
Jobs & Resumes: Nashville
Houses & Roommates: Nashville
Search other schools for Marketing for Growth and Profitability training resources.
Other training courses offered by Vanderbilt University Owen Graduate School of Management:
Marketing, Operations and Strategy
Advanced Financial Reporting and Analysis
Introduction to Law and Business
EDI Open Enrollment
Executive Leadership
Leading a Fast Growing Business
Strategic Marketing for Health Care Services
Emerging Health Care Trends
Finance & Accounting for Non-Financial Managers
Leadership Dynamics
Achieving Operational Excellence
Strategic Innovation
Sales, Persuasion and Influence
Change Management
Thinking Like a CEO
Leadership Coaching
Crisis Communications
Notice: The course description on this page was captured from the Internet as historical reference or submitted by visitors. It was archived statically and not updated from day to day.
Tips:
Try the search form on top of each page to find the latest course information, using course topic and location as keywords. Keep the course topic keyword short to get more results. |
|
|
