Marketing Planning
Thursday, July 10, 2008, Santiago, Chile
This program is designed for sales and marketing managers who must analyze their markets and prepare a marketing plan. This program offers a comprehensive framework for strategic marketing planning and outlines a structured approach to identifying, understanding, and solving marketing problems. For marketing managers and senior sales managers, this session will present a framework that will help develop a strategy for day-to-day decisions involving product and service design, branding, pricing, promotion, and channel distribution decisions. The session will include a take home set of worksheets that the manager may tailor to his own business.
Key Benefits
- Understand market analysis and the creation of market segments.
- Build a strategy canvass that is a picture of your own strategic market
- Build a brand map that illustrates the voice of your customer in positioning your products and services
- Match your products and services to high profit market segments
- Measure market segment and customer profitability. Use “benchmarks” to assess your performance
- Develop a mission and strategic statement
- Develop a campaign plan to your high priority segments
- Identify strategic gaps in organization, process, programs, people, and performance metrics.
- Build a corporate culture focused on marketing planning – the vision of the future
This program is designed for:
- Managers responsible for the areas of sales, marketing, key accounts, and customer service.
- Managers from other functional areas that interface with key customers.
This program is held in Spanish.
For more information, please contact Sharolyn Arnett at sarnett@umich.edu
