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Strategic Marketing Management

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  • 1. and diversity of our faculty and students, the passion of our alumni for the school and what it stands for, and the breadth of our vision of leadership. The Yale School of Management forges links to practicing managers both through its ongoing research into management topics and through its executive education programs. In executive education, the School specializes in seminars on timely topics and customized programs devoted to specific areas of concern to senior managers. Renowned faculty engages the participants with their teaching and brings their research into the classroom. Strategic Marketing For more information about the Yale School of Management Management, visit: http://mba.yale.edu. Overview In order to succeed in the intensely competitive 1, 2005 April 29 – May 1, 2005 global marketplace of today, a firm must have a well-defined marketing strategy to identify targets Develop effective marketing strategy and effectively position products and services to for your product and services these targets. Successful value creation and Discover the key drivers of differentiation is the key determinant of success competitive value creation for any marketing strategy. Strategic Marketing Management is a rigorous three-day program Explore how the customer defines that will provide you with new frameworks and your strategic options. perspectives and cutting edge techniques to Build and exploit brand equity. manage your products and service offerings in the marketplace. Topics included will be About Yale University competitive advantage, customer analysis and Founded in 1701, Yale University is one of the insights, branding, customer relationship world’s great centers of learning. Yale’s $10.4 management, and the product life cycle. By billion endowment ranks second in the US. Yale helping you anticipate potential competitive University comprises three major academic responses to your actions, this course will help components: Yale College (the undergraduate you develop effective marketing strategies for the program), the Graduate School of Arts and long term. Sciences, and ten professional schools. In addition, Yale encompasses a wide array of As a participant in this program, you will: research organizations, libraries and museums, and administrative and support offices. • Understand customers’ perceptions and Approximately 11,250 students attend Yale. preferences. • Understand the value of a customer About the Yale School of through concepts such as lifetime value, acquisition and retention of customers. Management • Assess opportunities in the marketplace The mission of the Yale School of Management • Analyze competitive strategies. is to educate leaders for business and society. • Develop a product/service positioning Our goal is to prepare men and women who will and marketing strategy that capitalizes be leaders in their organizations and on the most attractive opportunities. entrepreneurial ventures, and who will be • Build and exploit brand equity. leaders in their communities. Our philosophy is • Translate marketing strategy into sound that superb business and management skills are marketing tactics. a critical ingredient for leadership in every sector of the economy -- private, public, and nonprofit. Indeed, our graduates have been extraordinarily Who Should Attend successful in all three arenas. Participants will be managers who have direct responsibility for marketing or have duties that include marketing. Marketing managers, We believe the factors which most distinguish us planning managers, product managers, from other business schools are our highly marketing consultants, marketing researchers or personal learning environment, the excellence
  • 2. other general managers associated with the • Key Purchase Drivers development of strategic marketing plans in all industries will benefit from attending this Market Segmentation program. • Standardization versus Customization • Mapping the segmentation process Upon successful completion, students will • Traps in developing effective segmentation receive an executive certificate from the Yale School of Management. Product Positioning Strategy • Determining market attractiveness Program Dates and Fees • Mass Marketing vs. Niche Marketing • Evaluating a positioning strategy April 29 – May 1, Hong Kong US$4,000 Customer Relationship Management 2005 The program will meet for three days and the fee • Measuring Customer Equity include tuition, lunch and all instructional • Customer Portfolio Analysis materials. • Customer Retention Strategies Program fees are payable by check or money order and are required in advance in order to confirm your registration. Customer Satisfaction & Loyalty Management • Measuring customer satisfaction Program Outline • Strategic role of customer satisfaction Market Driven and Market Driving Strategy • Loyalty based Management • Drivers of Differentiation • Building and Managing Brand Equity • Understanding Competitive Dynamics • Brand Equity Framework • Achieving sustainable competitive • Leveraging Brand Equity advantage • Managing Portfolio of Brands Role of the Customer Analysis in Value Creation • Customer Motivations and Values • Customer Choice Analysis Comments from Past Participants “The mixture of concepts and frameworks "Great lectures, stimulating discussions and interesting provides an excellent understanding of marketing classmates make this intensive program one not to be management. Also, the participants' outlook and missed! The program helped me better understand experience brought a wealth of learning to the other areas in our company and identify areas of program.” weakness.” Kan Kui Fat Nieuwland Arno Adrianus Johnannes Maria Director - Sales & Marketing Global Marketing Manager Ingram Micro (China) Ltd. Mico Electric (HK) Ltd. “A wide variety of marketing strategy concepts and "The superior faculty instruction, the intensity of study, applications in many different contexts, presented and the incredible range of workplace experiences and by an excellent faculty. Interaction with the other knowledge held by the participants are all invaluable marketing professionals added to our learning assets." experience." Chek Boon Wong Mak Shu Kay Manager - Finance, Logistics & MIS Department Head Philip Morris Asia Ltd. Hong Kong Aircraft Engineering Co Ltd
  • 3. Program Schedule TIME DAY 1 DAY 2 DAY 3 Introduction to Creating Value: Building Building Competitive CLASS 1 (1.5 Marketing a Brand Advantage hours) Management / 9:00am to Defining Customers’ 10:30am Needs 10:30am to Tea/Coffee Break Tea/Coffee Break Tea/Coffee Break 10:45am CLASS 2 (1.5 Advances in Buyer Extending a Brand: Case: Dell Computers hours) Behavior Armani Exchange 10:45pm to 12:15m LUNCH LUNCH LUNCH LUNCH 12:15pm to 1:30pm CLASS 3 (1.5 Positioning Formulating Pricing Growing in Mature hours) Strategies / Target Strategy Markets 1:30pm to Market Selection 3:00pm CLASS 4 (1.5 Positioning a Case: Marlboro Finale: Customer hours) Product Management 3:00pm to Case: Colgate 4:30pm Tea/Coffee Break Tea/Coffee Break Tea/Coffee Break Guided Exercise + Guided Exercise + Wrap-Up and Preparation Case Preparation Case Preparation Discussion (1.5 hours) (Armani + Marlboro) (Dell Computers) 4:30pm to Photo Session & 5:30pm Graduation
  • 4. Instructor Ravi Dhar Professor of Marketing Yale School of Management, Yale University Ravi Dhar is Professor of Marketing at the Yale School of Management. He also has an affiliated appointment as Professor of Psychology in the Department of Psychology, Yale University. He is an expert in consumer behavior and branding, marketing management and marketing strategy. He has been a consultant to companies in a wide variety of industries, including high tech and luxury goods. His research involves using psychological and economic principles to identify successful consumer and competitive strategies in the offline and online marketplace. He has been involved in pioneering work in understanding the different factors that influence consumer choice. His work has been mentioned in Business Week, The New York Times, The Financial Times, The Wall Street Journal, The Economist, USA Today and other popular media. He has been a visiting professor at HEC Graduate School of Management in Paris, at Erasmus University in the Netherlands, and at the Graduate School of Business, Stanford University. Ravi has written more than 25 articles in the leading marketing journals. He serves on the editorial boards of leading marketing journals, such as Journal of Consumer Research, Journal of Marketing Research, and Marketing Science. He has led marketing seminars for senior executives in Asia, Europe, North and South America. Training Location The program will be held at the prestigious Pacific Place Conference Centre. Pacific Place affords all amenities, including three international five-star hotels, luxurious department stores. Conveniently located in Hong Kong’s Admiralty district, Pacific Place is easily accessible by MTR, bus, tram and taxi. Pacific Place Conference Center Level 5, One Pacific Place 88 Queensway Hong Kong Program Registration Once you have been admitted to one of our programs, an acknowledgement letter will be sent within one week. Registration does not guarantee admission; an Admissions Committee will review all complete registrations and confirm with the applicant within one week. For More Information Please contact: Arium Consulting & Education Pte Ltd 35 Selegie Road #09-28 Parklane Shopping Mall Singapore 188307 Tel: 65-6338 0727 Fax: 65-6338 0985 Email: enquiry@ariumedu.com