Download Effective marketing strategy

Effective marketing
strategy
Marketing is powerful means in the struggle for sales growth and raise of company
competitiveness. Effectiveness of marketing strategy depends on understanding
of psychology and behavior of buyers, right choice of target audience, unique
positioning of a product, and full compliance of all the components of marketing
complex with the chosen positioning. The training enables participants to master
in practice the modern methods of effective marketing strategy construction both
for company’s current marketing activity optimization and long-term promotional
strategy determination.
Duration
1 day / 8 academic
hours / 8 CPD units /
7 СPE credits
Who should attend
„ Managers, professionals in various business fields who have not special
knowledge in marketing, who are interested in sales growth and assessment
of company’s marketing strategy effectiveness.
Objectives
„ Give practical skills of marketing strategy construction
„ Show the examples of marketing strategy successful construction
„ Teach participants to assess the effectiveness of a company’s marketing strategy.
Training methodology
„ Training is carried out in interactive form and involves accomplishment
of practical exercises.
„ Training is accompanied by the specially developed training materials
in Russian language.
Effective marketing strategy
2
Training outline
Certificates
Day 1
Certificates of the EY Academy of Business.
Marketing environment of a company
Place and time
Understanding the buyers
Open trainings are conducted at EY Academy
of Business from 09:30 to 16:30.
„ Decision-making process about buying. Factors
affecting decision-making process.
„ Decision-making process about buying in В2В.
Factors affecting decision-making process. Roles
of buying centre participants
Effective marketing strategy construction
„ Segmentation
„ Segmentation methods
In-company training
„ Preliminary analysis of clients’ training needs,
identification of aims and goals
„ Training adaptation industry
„ Flexible approach to training location
and schedules
„ Report on the training results on request.
„ Assessment of segment attraction
„ Choice of the segmentation strategy
„ Positioning
„ Principles of positioning
„ Distinctive attributes
„ Perception maps
„ Marketing complex
„ Tradable decisions
„ Product life cycle
„ Product adaptation to a new market
„ Price decisions
„ Demand focus
„ Focus on costs
„ Focus on competition
„ Price discrimination
„ Sales channel decisions
„ Structure of a distribution channel
„ Choice of a distribution channel
„ Promotion decisions
„ Methods of promotion
„ Assessment of promotion effectiveness
„ Case-study
Strategy construction for a company, discussion
of the chosen strategy effectiveness with summing-up.
How to apply?
Please complete the registration form online
at our web site: ey.com/cis/academy