Target Population:
Employees with current marketing positions as
assistant/associate/full product managers, having an
understanding of basic sales and marketing environment,
nomenclature, etc.
Group Size: Up
to 20 participants
Length
of Program: Two
Days
Course
Format: Highly
experiential … "How-to" techniques
...
Integrating business models
The Need
Product managers often do not
have the opportunity to explore the key marketing
concepts that define their brands and their success in
the marketplace. This program provides an overview of
these concepts, and practices involved in managing a
brand.
Objectives
• To explore branding and
brand-building as the function of marketing
• To gain a working knowledge of the strategic
options—product differentiation,
market segmentation, positioning—that underlie brand-building
and contribute
to a sustainable competitive advantage
• To emphasize the impact that the elements of the
marketing mix have on the
brand-building process
• To learn from real life examples in many businesses
and how to avoid common
mistakes in managing a brand
Program Content
• Using marketing to
create, communicate, and deliver value
• Review of product strategies and Product Life Cycle
• Building a brand
• Product differentiation
• Market segmentation
• Targeting strategies
• Product positioning
• Refining the marketing strategy
BACK
TO
Sales and Persuading Skills
