Compass Consulting Associates: The Business System Lab for Operating-Level Teams: Marketing Workshop (Day 1) Content Outline

Marketing Workshop (Day 1) Content Outline

"Marketing (the theory of the business) is about finding and keeping customers."

Marketing Planning Elements

Business Opportunity Assessment
Market Segmentation Principles and Practices
Competitive Analysis
Target Market Identification and Selection
Marketing Objectives
Marketing Program Development
Marketing Mix Determination

Marketing Concepts/Topics

Key Buying Influence
Distinctive Competence
Market Positioning
Unique Selling Proposition
Differentiation
Branding
Customer Adoption Process / Buyer Experience Cycle
Sales Process Dimensions: Transactional, Temporal, Relational
Product/Service Aspects (Core, Tangible, Augmented)
Disciplines of Market Leaders (OE, PL, CI)
Customer Relationship Management (CRM) Systems

Marketing and Strategy Formulation and Execution

Structural (Functional/Departmental) Alignment
Integrative Strategic Planning