Programme Details - Module 4
Module 4: Strategic Marketing for Directors (2 days)
This module addresses the key challenges associated with aligning marketing activities with corporate strategy. It will provide frameworks, concepts, and tools necessary to ensure that marketing organizations are focused on the appropriate and measurable activities that drive business results and their marketing functions are staffed with and led by the right people. In addition, the module explores the strategic opportunities and vulnerabilities associated with the management of customer relationships. This is achieved by exploring approaches to building customer loyalty and developing effective systems to manage and maintain customer relationships.
The seminar will be highly interactive based on action-oriented cases and will deliver new perspectives for immediate application in your organization.
i. Maximizing the Performance of the Marketing Function
* Marketing metrics and their link to the firm's current business objectives
ii. Building Internal Marketing Competencies
* Models of Marketing Goverance
* Identifying and developing internal skill sets
* Developing outside partnerships
iii. Managing Customer Relationships
* Customer relationship dynamics
* Building effective Customer Relationship Management (CRM) systems
