Marketing Professional Course Covers Digital Marketing Strategy
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This document contains notes from a marketing professional course taught by Sameh F. Nakhla. The notes cover various topics in marketing including definitions of marketing and digital marketing, the evolution of marketing management orientations over time, designing customer-driven marketing strategies, building customer relationships, capturing value from customers, and the role of digital marketing. The document provides an overview of the concepts and topics that were part of the marketing professional training course.
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Marketing Professional Course Covers Digital Marketing Strategy
- 1. Marketing Marketing, digital, or Business 9/21/2018 Marketing Professional Course- Sameh F. Nakhla 1
- 2. اﻟﺗﻌﺎرفاﻟﺗﻌﺎرف 9/21/2018 Marketing Professional Course- Sameh F. Nakhla 2
- 3. اﻟﺟﻠﺳﺎت ﻣﯾﺛﺎقاﻟﺟﻠﺳﺎت ﻣﯾﺛﺎق 9/21/2018 Marketing Professional Course- Sameh F. Nakhla 3
- 4. اﯾﮫ؟ ﺷﺎﯾفاﯾﮫ؟ ﺷﺎﯾف 9/21/2018 Marketing Professional Course- Sameh F. Nakhla 4
- 5. اﻟﺘﺪرﯾﺒﯿﺔ اﻟﺘﻮﻗﻌﺎت 9/21/2018 Marketing Professional Course- Sameh F. Nakhla 5
- 6. اﻟﺘﻘﯿﯿﻢ طﺮﯾﻘﺔ •اﻟﺣﺿور7% •اﻟﺗﻛﻠﯾﻔﺎت و اﻟﺗﻔﺎﻋل و اﻟﻧﺷﺎط8% •اﻟﻣﺷروع35% •اﻟﻧﮭﺎﺋﻲ اﻻﻣﺗﺣﺎن50% 9/21/2018 Marketing Professional Course- Sameh F. Nakhla 6
- 7. The Art & Science 9/21/2018 Marketing Professional Course- Sameh F. Nakhla 7
- 8. Business History 9/21/2018 Marketing Professional Course- Sameh F. Nakhla 8
- 9. Designing a Customer- Driven Marketing Strategy Production concept اﻧﺗﺎج Product concept ﻣﻧﺗﺞ Selling concept ﺑﯾﻊ Marketing concept ﺗﺳوﯾﻖ Societal concept ﻣﺟﺗﻣﻌﻲ Marketing Management Orientations
- 10. • Marketing definition? • Digital marketing definition? 9/21/2018 Marketing Professional Course- Sameh F. Nakhla 10 Storm your brainStorm your brain 10دﻗﺎﯾﻖ
- 11. Marketing in a Changing WorldMarketing in a Changing World • Marketing – The process of creating value for customers and building relationships with those customers in order to capture value back from them 9/21/2018 Marketing Professional Course- Sameh F. Nakhla 11 ‘Using Exchange to Satisfy Needs Profitably’
- 12. superior Competitive Valuesuperior Competitive Value
- 13. superior Competitive Value superior Competitive Value 9/21/2018 Marketing Professional Course- Sameh F. Nakhla 13 Market offering Customer experience product service Mine benefits Mine Cost Competitor benefits Competitor Cost
- 14. BenefitsBenefits • Economical benefits (price) • Functional benefits (airbags) • Technical benefits (technology) • Psychological benefits (ego) 9/21/2018 Marketing Professional Course- Sameh F. Nakhla 14
- 15. Building Customer RelationshipsBuilding Customer Relationships
- 16. Building Customer Relationships Building Customer Relationships Customer relationship management (CRM): The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction. Ch 1 -16 Copyright © 2011 Pearson Education relationship Transactional Sales is the end partnership Sales is the start Types
- 17. Building Customer Relationships Building Customer Relationships Attract Retain Grow By valid promises to crate expectations By advertising or personal selling By Satisfaction or delighting By Real product or service By Upselling (same item) Cross-selling (another items) By ………………..
- 18. Capturing Value from Customers Capturing Value from Customers
- 19. Capturing Value from Customers Capturing Value from Customers Customer lifetime value is the value of the entire stream of purchases that the customer would make over a lifetime of patronage. Creating Customer Loyalty and Retention Ch 1 -19 Copyright © 2011 Pearson Education Growing Share of Customer Building Customer Equity Share of Customer is the portion of the customer’s purchasing that a company gets in its product categories. Customer equity is the total combined customer lifetime values of all of the company’s customers.
- 20. digitaldigital • Today, no marketing strategy is complete if it does not incorporate digital strategy and expression. • Understanding digital requires thinking beyond any one tool or channel, and towards an exchange of value: an economic system trading with attention as currency. • What is digital? Bud Caddell defines ‘digital’ as “a participatory layer of all media that allows users to self- select their own experiences, and affords marketers the ability to bridge media, gain feedback, deliver their message, and collect relationships” (Caddell, 2013). In other words, digital is a new way of exploring content (for users) and connecting with customers (for marketers). 9/21/2018 Marketing Professional Course- Sameh F. Nakhla 20