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The Marketing Excellence Masterclass Program

1.1 Introduction

As consultants and inspirators at Q management, our main aim is to inspire change and improvement in organizations and its people.

Most critical for this ambition is a corporate strategy based on core competencies of the organization and the people that carry them.

The relationship between the outside world, the environment, markets, influencers, and competitors, just to name a few, and the course of the organization is a sensitive, yet most impactful one. There are all to many examples of organizations, which were King of the Hill on one moment, and in the gutter the next or the other way around. Think of Nokia, Kodak/Eastman and Apple.

Our fascination with this relationship and the apparent difficulties not the least of companies are having with this it, made us design a Marketing Excellence Masterclass Program to guide the establishment of strategies linked to the fibers of the company and to share and implement it throughout all of the outskirts of the organization.

The Marketing Excellence Masterclass Program is a thrilling and highly addictive program in Marketing and corporate communication that shares and discusses all necessary tools to be excellent and successful in the exciting area of marketing, hence the term Marketing Excellence, thus contributing to the ambitions of any organization in turbulent environments and in terms of human capital and growth.

It is a beautifully practical program with a continuous balance between techniques, tools and current themes.

1.2 Content introduction

“Marketing is no longer about the stuff you make; it is about the stories you tell…”

Marketing communications equity is the sum of all the communications about a specific business, organization, product or service that occupies a space within your customer’s or prospect’s mind, over time. Marketing and advertising get confused by most of the professional business environment. Those who understand the true difference between all of them, achieve the right results in the increasingly global, thus competitive marketplace.

The essence of marketing is to understand, that you can only bring your authentic self and therefore your core competencies to the market. You cannot pretend to be someone else or copy what others are doing. Only if you truly understand, why the market should ring your doorbell and not the one of your competitor, you will be successful in the market.

Upon having this understanding, we can start to be more effective as an organization.

Furthermore, once we understand, we can communicate effectively to potential customers what is behind our door and why they should ring the bell next to it.

Importantly, as so many other functional roles in an organization, strategic marketing and communication specialists often claim their activities are essential to the long-term strategic viability of our businesses. And it’s true.

Because of a rise of social media and related technologies, strategic communications can actually be, not just communicate an organization’s competitive advantage. Yet most of what is executed on a daily basis is often contradictory to this. In particular when considering the insistent focus on the short-term ‘campaign’.

Organizations should not be blindsided by complex social media landscape, the shortening attention span of our audiences, the sheer speed of communications today, and assume we can solve things by pumping out yet another quick campaign.

That philosophy is actually part of today’s strategic communication problem, not the cure! Instead, we need to rethink the role and purpose of campaigns and build things out from there.

A campaign can be defined as “An operation or series of operations energetically pursued to accomplish a specific purpose at a specific moment in time”.

By their very nature, campaigns are temporal. A business – by definition – is not. Your single most important role as strategic communicator (marketer, PR or other) is to make sure your business is around in the future.

If we and our agencies continually focus on short-term goals (which, by the way, are mostly not met, hence: ‘Quick! Another campaign!’) we’re selling ourselves and our businesses’ bottom line short. In other words, we need smarter campaigns.

That is what this masterclass program is all about.

The interaction of strategic perspectives and operational marketing needs to be consistent and logical. It needs to be a direct translation from corporate and business vision and mission to communication inside and out of the organization.

From vast experience as trainers and consultants in the area of marketing and communication, the various inspirators cover various thrilling examples of the fit between strategy, marketing and (corporate) communication. In a most interactive setting, participants will analyze cases that show motivating examples of marketing.

Through passion for marketing, participants are energized to become even more enthusiastic about these cases and applicable practical insights. Participants can’t wait to apply their new skills in practice!

It deals with the following elements:

  1. Marketing management and strategy

  2. Analyzing the external and internal environment

  3. Marketing strategy and –planning

  4. Segmentation, targeting and positioning

  5. Marketing action plan

  6. Integrated strategic marketing communication

  7. Consumer markets and buying behavior

  8. The changing communication landscape

  9. Corporate internal and external communications

Professionals, leaders and business managers participating in this training will generate better results through enhanced knowledge and techniques of the marketing process and sales.

1.3 Program objectives and benefits

The objectives of this exciting course in marketing management are:

  • Assess market opportunities by analyzing customers, competitors, collaborators, context, and the strengths and weaknesses of a company

  • Understand the relationship between marketing and sales

  • Develop effective marketing and sales strategies to achieve organizational objectives

  • Understand key account management and apply to practice

  • Design a strategy implementation program to maximize its chance of success

  • Communicating true value of the organization internally and externally

  • Understand the changing landscape of communications

  • The importance, nature and design of integrated corporate communication

  • Understand and apply the sales process

  • Take advantage of the importance of a value approach in building a successful customer partnership

  • Understand how to differentiate product/service and company in a competitive environment

  • Recognize opportunities to add value to client’s business

  • Comprehend when and why buyers buy to be able to increase sales

1.4 Program content and structure

The Marketing Excellence Masterclass Program principally consists of 7 monthly parts. Each of these parts consists of 4 sessions planned for example as follows:

  • Session 1: Saturday from 9am to 5pm;

  • Session 2: Sunday from 4pm to 8pm;

  • Session 3: Monday from 4pm to 8pm;

  • Session 4: executive coaching on the job: 2 weeks later

Sessions 1, 2 and 3 are sessions dealing with subtopics connected to the central theme of the particular part as described below. Each fourth session is called the implication session which aims to guide the implementation of the topics in the specific part.

On this day, our Executive Coach will guide and assist in applying the topics discussed. Also, a central team meeting will be held by the Executive Coach to inventorize the activities, implementation and issues encountered on the job.

Our Executive Coach will apply his coaching skills to smooth the application of personal challenges, help with issues and keep the marketing efforts additionally coordinated.

The course content can be summarized according to the following themes:

Part 1: marketing management and strategy

  • Session 1: The organization and its marketing strategy: partnering to build customer relationships

  • Session 2: marketing strategy: internal and external communication

  • Session 3: integrated marketing communication and the importance of a plan

  • Session 4: Implementation BootQamp: marketing management and strategy

Part 2: markets, customers and behavior

  • Session 1: analyzing the marketing environment and market behavior

  • Session 2: consumer markets and buying behavior

  • Session 3: B2B Markets and B2B Buyer Behavior

  • Session 4: Implementation BootQamp: markets, customers and behavior

Part 3: designing a marketing strategy and plan

  • Session 1: STP-marketing: market segmentation, targeting and positioning

  • Session 2: products, services, and brand for customer value

  • Session 3: the brand and its importance

  • Session 4: Implementation BootQamp: marketing strategy and marketing plan

Part 4: designing the marketing mix to build relationships

  • Session 1: designing marketing campaigns and customer value

  • Session 2: event management, personal selling and sales promotion

  • Session 3: building direct customer relationships: direct and online marketing

  • Session 4: Implementation BootQamp: designing marketing mix

Part 5: integrated strategic marketing communication

  • Session 1: changing communications, marketing communication and modern media

  • Session 2: understanding the communications process

  • Session 3: steps in developing effective marketing communication

  • Session 4: Implementation BootQamp: integrated marketing communication

Part 6: designing a marketing communication strategy

  • Session 1: advertising and communicating brands

  • Session 2: digital and social media strategy

  • Session 3: developing an effective social media strategy

  • Session 4: Implementation BootQamp: designing communication strategy

Part 7: socially and responsible marketing (and) communication

  • Session 1: corporate communications: selling the vision internally and public relations

  • Session 2: corporate social responsibility

  • Session 3: sponsorship

  • Session 4: Implementation BootQamp: corporate communications

Finalization: graduation ceremony

At the end of the 7 parts, we will have a formal finalization of the Marketing Excellence Masterclass Program: a graduation ceremony according to the results of the program.

The duration of the complete program is 7 months and the actual dates can be planned accordingly.

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