The goal of the program is to expose participants to a variety of frameworks for understanding key marketing decisions. We begin with a look at differing fundamental views of marketing before examining several methods to improve marketing decisions via the use of analytics. In addition, we will examine the relationship between segment selection and the critical targeting and positioning decisions with an emphasis on current targeting and positioning tools (e.g., perceptual maps, category and image based positioning). We then investigate how to effectively communicate the benefits of products/services in the marketplace. The final portion is designed to blend earlier decisions with the development (or maintenance) of a successful brand. The focus here is not solely on the advantages of having a strong brand, but instead, on the steps that are necessary to build, revitalize, or extend a brand.
DATES:
April 5-6, 2010
COST:
$1,800
Includes tuition, books, instructional materials, continental breakfast and lunch.
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WHAT YOU’LL LEARN:
Introduction to marketing strategy
• Marketing versus Selling Orientation
• Macro Frameworks and Generic Strategies
• Introduction to Value Disciplines
• Classic Marketing Approaches
Understanding Consumer Behavior through Marketing Research
• Competing on Analytics
• Optimizing ROI of marketing spending
• Understanding B to B Customers
• Exploratory, Descriptive and Causal Research
Communicating Value: Segmentation, Targeting and Positioning
• Factors that influence Buyer Behavior
• Role of Customer Relationship Management
• Introduction to Geo-demographic Cluster Segmentation
• Changing Products or Services to increase profits
• Competition and Image Based Positioning
Communicating Value: Integrated Marketing Communications
• Persuasion Knowledge Model
• Central and Peripheral Routes to Persuasion
• Role of Advertising, Promotions, and Sponsorship
• Investigating novel digital approaches
Building Strong Brands
• Understanding the Importance of Brands
• Framework for Building Brand Equity
• Leveraging Brands via Extensions
FORMAT:
Two-day program
Classes run from 8:00 a.m. to 4:30 p.m. at Owen Graduate School of Management, unless otherwise noted.
INSTRUCTOR:
Steve Hoeffler
Associate Professor of Marketing, Vanderbilt Owen Graduate School of Management
Professor Hoeffler is an expert in consumer products marketing, brand management and consumer behavior. His research on such topics as positioning multiple category products, marketing radically new products and the advantages of strong brands have appeared in such journals as Journal of Consumer Psychology, Journal of Product Innovation Management and Journal of Marketing Research. Among his current research interests are the marketing of "really new" (novel) products and the development of consumer preferences. Hoeffler has worked in various marketing capacities for NCR/AT&T and consulted for Procter and Gamble, IBM and Fujitsu.
