Date(s) - 12/08/2019 - 16/08/2019
9:00 am - 4:00 pm
Succeeding in a dynamic marketplace with an ever increasing competition is a challenge for all types of firms – whether big or small, for profit or not-for-profit. To succeed in today’s marketplace, organisations must have something unique, something that others don’t and can’t have. The only way organisations can attract and retain customers is to have a strategic competitive advantage. This programme is designed to empower you to unlock the latest developments within the world of marketing. You will learn about best practices from around the world and how to apply them to your own organisation.
The Advanced Marketing Programme is a training workshop which is designed for executives that have a key role in the strategy of their organisations. The programme is meant for both marketing professionals as well as those with limited marketing knowledge, but are responsible for developing strategies for their organisations. Marketing executives will learn a structured approach to developing a marketing strategy. General management executives, entrepreneurs and those within the SME sector will examine the important role of marketing for the long-term success of an organisation. Overall, participants will take away key tools, strategies and methods needed to develop a strategic competitive advantage for their organisation. The programme is designed for both not-for-profit as well as for-profit organisations.
This is the second part of a two week programme (Advanced Strategic Marketing Programme). Participants can opt to take the first part (Marketing Management Workshop) at a later stage or take the full two week programme.
What you will master?
Building a Strategic Competitive Advantage
Succeeding in a dynamic marketplace with an ever increasing competition is a challenge for all types of firms – whether big or small, for profit or not-for-profit. To succeed in today’s marketplace, organisations must have something unique, something that others don’t and can’t have. The only way organisations can attract and retain customers is to have a strategic competitive advantage. This programme focuses on helping you to realise that strategic competitive advantage and then to help you in instilling the competitive advantage within your organisation. Within this paradigm, the programme will focus on four key areas of marketing.
Getting customers is easy, retaining them is hard, however it costs less to retain an existing customer than to grain a new one. Then why are companies struggling to retain their customers? Through this programme we will take a new look at loyalty and redefine it within the current market framework. We will re-assess loyalty programmes, and take a look at the role NPS (net promoter score) plays within the marketing domain. We will look at ways of making loyalty programmes and NPS work. The programme will also look at loyalty from an emotional attachment perspective, i.e. getting your customers to love your brand.
Customer Experience Management
Customer Experience Management has become a buzz word within the marketing domain. Successful implementation of CEM within an organisation has many advantages, including higher customer satisfaction, improved returns on investment, and overall a greater shareholder value. However, few companies actually know what they are doing when it comes to CEM. This programme will take an in depth look at CEM in broader terms (not just experience management for customers, but also for business partners). We will study the best practice firms, and use a model to develop our own CEM programmes. The programme will also look at tools that will help us to reassess our CEM programmes in order to improve them in line with global best practices.
Social & Digital Media
More people own mobile phones than they have bank accounts. The dynamics through which we reach our customer has shifted from mass media (such as TV, Radio, etc) to digital media. However, few companies have been able to utilise this media to their best advantage. This programme will focus on understanding how social & digital media fits into the broader marketing strategy. Participants will learn how to develop an effective social media strategy, including examining the various social & digital media tools and how each fits into the integrated marketing communications plan.
Globalisation has significantly changed the way business is conducted. There are both challenges and opportunities to doing business in an increasing smaller global village. Within this programme you will learn how to analyse global marketing opportunities and risks. You will learn how to exploit those opportunities and counter the risks. The programme will explore emerging economies such as BRICS, MINTS, N11, etc and how to do business within these lucrative markets. The programme will also focus on analysing international consumers’ behaviour, and how to assess the needs and wants of these customers. After completing the programme you will be able to develop appropriate target markets and positioning strategies that will help your organisation to maximise the value for customers and help you to efficiently and effectively reach your goals.
This programme is for
- Brand Managers
- Senior Executives
- Head of Customer Insights
- Customer Experience Managers / Directors
- Business Owners & Entrepreneurs
- Social Media Managers
- Senior Marketing Managers / Directors
- Vice President of Marketing
- General Manager
- Director of Business Development
- Director of Operations
At the Institute of Customer Management, we believe in using the latest technology to facilitate the learning process. As a part of some of the training workshops, participants will receive a state-of-the art Apple MacBook Air, or an iPad Pro (or similar device). The training programme will be taught with the help of these devices, thus improves the learning process significantly.
What does the training investment include
- Tuition for the full workshop
- Training material for the workshop
- Teas and lunches during the workshop
- Sightseeing tour of the city/cities
- Apple MacBook Air or iPad Pro 12.9” (or iPhone X)
- Certificate from the Institute of Customer Management