Strategic Marketing and Brand Management

Dates Offered

2012

Fall Course: (Weekend Format)
September 28, 2012 (1:00 p.m.-8:30 p.m.)
September 29, 2012 (8:30 a.m.-12:00 p.m.)

(1.5 Day Course)Fee: $975

Fee includes instruction materials, meals and parking. Discounts are available for multiple participants from the same company. Please contact our office for details.

Program Objectives

Achieving profitable growth depends on your ability to attract, keep and develop customer relationships. Marketing is the bridge between you and your customers - it is the discipline in which you simultaneously manage a number of strategic factors to ensure that you build lasting relationships by providing a product or service that offers value. How you want customers to think about your product or service depends on who is going to buy it. Both of these depend on what "job" the product or service does for them. This is further influenced by distribution decisions - where customers will find the product or service, and timing decisions - when to introduce a product or service into the market. Effective product and brand management requires balancing all of these decisions as well as competitive concerns and communication strategies.

In this course, you will learn about the key factors needed to identify unmet needs, develop marketing strategies, create value and increase loyalty. You will be challenged to form insight that moves beyond your current customer behavior and present status to create a branded customer experience that taps into unspoken needs and hard-to-measure attitudes.

Faculty

Teresa Pavia
Associate Professor
Marketing Department

or

Stephen Carson
Associate Professor
Marketing Department

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