Developing a successful marketing strategy requires:
- A broad sweep of an increasingly global marketing environment to detect the signals that your company should be responding to
- A deep dive into your marketplace resulting in a clear understanding of how well you and your competitors meet and exceed your customers’ requirements
- Clarity on your target markets, brand(s) positioning and the development of relevant, differentiated value propositions and routes-to-market to support these
- Evaluation of how effectively and efficiently your investments in marketing communication are being realised
- An understanding of where and how marketing partners should be adding value
- Identification and documentation of the key marketing imperatives and supporting plans your marketing orgaisation should be focusing on
- A scorecard that shows how well marketing is performing.
Key outcomes
On completion of the programme, you will have:
- Identified the strengths and shortcomings of your current marketing strategy using a Marketing Report Card that will enable you to benchmark your position relative to your peers
- Articulated a clear roadmap for marketing going forward
- Been exposed to cutting edge academic and practitioner thinking on how to best market in today’s tough environment
- Expanded your network of marketing professionals
Who should attend?
- Marketers involved in developing, informing and implementing their organisation’s marketing, product and brand strategies
- Key account managers in marketing research houses and communication agencies who influence and work with clients in developing marketing strategies
Faculty
Nicola Kleyn
Nicola Kleyn is a Senior Lecturer in Marketing at the Gordon Institute of Business Science (GIBS). She holds a B Com, a B Com (Hons) an MBA (Wits) and will be receiving her DBA (Pret) early in 2011. Apart from a number of academic awards, she received the University of the Witwatersrand’s Distinguished Teacher’s Award for the Faculty of Commerce in May 1996. She is currently completing her DBA at GIBS.
Her fields of expertise are in the areas of marketing strategy, customer focus, branding, services marketing, consumer behaviour and ethics. She lectures on various marketing-related academic and company-specific short courses at GIBS and has hosted or presented at a number of marketing-related conferences. She also consults in a private capacity to a number of clients in the areas of marketing strategy and customer focus.
She previously worked at Investec Bank where she managed the training function and at Edgars in a store control capacity. She also spent seven years engaged in academic research and lecturing Marketing to both undergraduate and postgraduate students in the Faculty of Commerce at Wits University.
Nicola has published articles on the topics of marketing and ethics in the following: Journal of Business Ethics, European Journal of Marketing, International Marketing Review, Journal of Marketing Intelligence and Planning, South African Journal of Business Management and Management Dynamics. She has also presented a number of conference papers at both local and international academic and practitioner conferences.
Duration: 2 days
Fees: The fee of R14 000 includes tuition, instruction material, textbooks, lunches and refreshments, and is VAT exempt. No registration will be confirmed without payment.
Cancellation Policy
Delegates who cancel their registration after the closing date for registrations, or where there is no closing date, less than 14 days prior to programme commencement, will be liable for 50% of the programme fee. Those who do not arrive for the programme will be liable for the full fee. Notification of cancellation must be sent in writing either via e-mail or via fax. All who cancel or do not attend must return the course material intact.
Contact details:
Tel: 011 771-4313
E-mail: execed@gibs.co.za