MARKETING STRATEGY MARKETING STRATEGY
Program Overview
Marketing refers to activities that aim at creating the appropriate value for a set of targeted customers and giving them access to this value, in a way that will create additional profits for the company. In other words, marketing is by definition customer-centric. This requires understanding customer needs, understanding which customers can be served in the most profitable way, crafting an offering that will be perceived as valuable (and be valuable to the company), and delivering the best customer experience; all with the goal of creating additional profits for the company, by increasing volume, increasing customer’s willingness to pay of the product, and/or reducing costs.
This course has been designed to cover fundamentals of marketing management, and is therefore tailored to participants with no or limited background in marketing. For those of you who have had prior experience in marketing, this is the time to reflect on what you have done and compare it to the content of the marketing module: Is your experience similar to the course content? Is so, why or why not?
Marketing strategy
The program is aimed at:
Executives that wish to acquire or strengthen marketing strategy competencies.
* Net price, HEC Paris is not subject to VAT. Prices, dates, faculty, and program content are subject to change.
Objectives
Scope marketing as a value-building process
Identify the value of your offer
Select a valuable target market and position your offering
Build your brand
Create a branded customer experience
Integrate sales and marketing activities
Set the right price
Manage marketing & sales resource allocation
Programme
Competency 1: Scope marketing as a value building process
Competency 2: Identify the value of your offer
Competency 3: Select a valuable target market and position your offering
Competency 4: Build your Brand
Competency 5: Create a Branded Customer Experience
Webinar (Burger King Case)
Competency 6: Integrate Sales and Marketing Activities
Competency 7: Set the right price
Competency 8: Manage Marketing & Sales Resource Allocation
Curated case
Final Webinar
Academic Director
Learning Methods
There are 8 modules, all of which end with a quiz (number of correct answers is not graded, but completing the quiz is tracked and is counted towards your digital participation grade) and a take-away sheet. In between, all asynchronous modules include a mix of short videos, thinking activities (which should allow you to «stop & reflect» on a specific topic), readings, and exercises.
In addition, 3 webinars will allow the participants to interact with the faculty and other participants. Two business cases will be studied during the webinars that will summarize the situation of a company at a specific time - and link theory and practice.
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This program is accessible for people with disabilities. Please contact us if you have any specific re quirements or to obtain the Public Accessibility Register.
Funding options
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