Alla Volodina - Marketing Basics

 Establishing a strong marketing plan for a small or middle size organization is an important element of overall success. It is well-known that the most effective marketing plans are built by an entire organization involving all levels of employees. Before a marketing plan exercise, it is recommended to review the basics of marketing. Below is an outline for a one-day training course that will help in achieving this goal.

 

Marketing performance - how to measure and why

-          Importance of marketing performance measurement

-          Various metrics including profit metrics and customer loyalty metrics

-          Strengths and weaknesses of benchmarking

-          Review of The Elements of Value – Measuring and Delivering what Consumers Really Want (Harvard University)  https://hbr.org/2016/09/the-elements-of-value

 

Value Creation and Customer Experience

-          - Life-Cycle Cost and Customer Value

-          - Price-performance, perceived benefits and value creation

-          - Group exercise: describing the value creation process in your organization and identifying key elements of customer value

 

Branding and Product Line Strategies

-          - Group exercise: What are our Brand Assets, Brand Liabilities and Brand Equity? Provide examples and discuss

-         -  Differentiation strategies: Product Differentiation, Service Differentiation, Brand Differentiation, Pricing Differentiation

-        -  Case study: JC Penney: Reinventing Fair and Square Deals

 

Providing appropriate training to employees and upgrading their skills is one of pillars of success for organizations of any size. This training session outline was provided by AllaVolodina (York University Rate My Prof).

 

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