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Strategic Marketing Management Know Your Company, Know Your Customers: Position your Organization for Market Success Successful marketing demands a keen and constantly evolving understanding of your company and customers. It also takes the know-how to capture customers’ attention, and to motivate them to buy from you rather than from your competition. This course develops competencies in creating effective marketing strategies for your organization. You will deepen your understanding of the competitive environment, and build skills in market research, segmentation and positioning. You’ll also learn how to develop powerful value-added brands that will keep your customers coming back for more. Benefits of Attending Attending this course will help you: more clearly identify issues that will impact the marketing development, growth and success of your organization analyze market forces and trends that influence your company’s competitive future enhance your awareness of your company’s competitive strengths, weaknesses and opportunities better understand your customers and what motivates them to take action identify appropriate customer segments and refine market selection create significant positioning strategies that provide differentiation in your market identify and develop brand value propositions improve brand sustainability through knowledge of product and market evolution sharpen your customer-focus to deepen customer satisfaction and loyalty build competitive advantage through strategic marketing planning and effective use of the marketing mix Course Content Marketing Essentials understanding the marketing environment SWOT analysis qualitative and quantitative market research the 4 P’s 1 Understanding Consumers social and psychological factors in consumption stages of the buying decision process influencing buyer behaviour satisfaction and the customer-focused organization Positioning and Differentiating the Market Offering developing and communicating a positioning strategy differentiation tools market evolution Identifying Market Segments and Selecting Target Markets levels and patterns of market segmentation segmenting consumer and business markets effective market targeting The Importance of Branding building a powerful brand for your organization effective brand communication building brand equity Strategic Marketing putting it all together new strategic approaches leveraging the 4 P’s through effective marketing strategy Course Format The course employs case analysis, in-class activities, group discussion, lectures and real-world examples to intensify your learning experience. Note: Case readings will be distributed before the program begins. To get the greatest benefit from the program, please read them carefully before coming to class. Who Should Attend Middle and senior managers with specific marketing responsibilities, as well as those who provide strategic marketing leadership. 2 Course Leaders Dr. Darren Dahl is Professor of Marketing at the Sauder School of Business, UBC, where he teaches courses in consumer behaviour, marketing research and strategic marketing analysis. His research has been presented at conferences internationally, and is published in important marketing-related journals. He has also consulted widely for organizations such as Procter & Gamble, General Electric, Lululemon Athletica, Xerox, Teekay Shipping, Life Insurance Corporation of India and the Government of Kuwait. Dr. Dale Griffin is Professor of Marketing and Associate Dean at the Sauder School of Business. He teaches consumer behavior and business research methods, and gives talks to executives on brand building and customer motivation. A specialist in the study of consumer and managerial decision-making, he has also consulted on service quality, customer satisfaction and consumer protection issues. He was formerly on staff at Stanford University’s Graduate School of Business, and is a guest speaker at many prominent North American business schools. Course Fee $1,150 + GST Participant Testimonials “I was impressed with the instructors’ ability to fit a marketing course that provides key tools for participants into a concise two days.” Karla Hitchcock Marketing Strategist Royal Roads University “This workshop provides a good (and enjoyable!) overview of marketing, which will be useful to me in my job.” Roger Young Leader, Marketing BC Safety Authority 3 Certificates This course qualifies as a core course for an Executive Education Certificate. For more information, view the Personal Learning Planner on our website: www.sauder.ubc.ca/exec_ed/certificates This course also qualifies for the UBC Certificate in Integrated Marketing Strategy: www.tech.ubc.ca/integrate To Register UBC Executive Education www.sauder.ubc.ca/exec_ed/marketing Tel. 604.822.8400 (toll-free 1.800.618.3932) 4