Alla Volodina

Businesses lacking a proper strategy are unlikely to compete effectively in the long-term. It would be recommended for companies, regardless of what growth stage they are in, to reflect on their product positioning, branding and overall strategy. The following is a summary of topics that could be discussed in such a course:   Product Positioning -           Product Positioning and Market Share -           Product Positioning Strategies -           Product Differentiation (including a comprehensive discussion on product quality) and brand differentiation -           Product Differentiation – successful examples -           Product Positioning: Harvard University –Case Study https://www.hbs.edu/faculty/Pages/item.aspx?num=48007 o    CASE...

  While many organizations spend significant resources on marketing, some of them do not measure the impact of marketing strategies on profitability. Developing excellent financial performance metrics is critical and it would allow businesses understand the relationship between their marketing strategies and profitability better. In order to commence the process of identifying such metrics, a hands-on practical workshop should be conducted. The following is a summary of topics that could be discussed in a half-day workshop:   Performance Metrics, Strategy and Marketing -           Internal versus External Performance Metrics -           Marketing Profitability and Profits -           Managing Marketing Profitability – a Customer Focus   Profit Impact of Marketing Strategies: -        ...