Marketing Management

Course Overview:

In this demanding business environment, you want to seize the opportunity to develop better customer insights to beat your competitors. Marketing Management takes an integrated business perspective suited to any industry, placing your marketing role alongside strategy and finance at the heart of a business.

Learning Objectives:

You will learn to co-create value with your customers, then capture and communicate that value innovatively. Armed with compelling data and insights, you will have more effective, evidence-based discussions with your team. Using the right customer metrics will make you a better decision-maker — and ultimately, a superior marketer.

Unit 1: Marketing's value to the firm:

  • Understand the links between Marketing, Strategy and Finance
  • Analyze marketing ROI and break-evens
  • Explore the 4 roles of the marketer

Unit 2: Customer lifetime value & competing for value:

  • Focus on Customer Lifetime Value and how to calculate it
  • Review of marketing metrics and the different dimensions of competition
  • Optimize decision making to drive revenues and profitability
  • Look at different market definitions and their application to achieve greater value

Unit 3: Understanding customer value:

  • Examine the “Job to be done” approach to purchasing drivers
  • Apply this approach in both B2C and B2B settings
  • Gather customer insights

Unit 4: Co-creating & communicating value:

  • How to work with customers to co-create value
  • Provide customer solutions more successfully
  • Communicate value using brand and value propositions

Unit 5: Capturing value & organizing for value-based marketing:

  • Review value-based pricing and the capabilities required to achieve pricing excellence
  • How you can organize for value-based marketing
  • Gain a better understanding of the required capabilities for marketing success and how to measure it