Detailed course description
Organizations operate in a dynamic marketplace — competition, consumers, technology, and market forces redefine industries every day. Staying competitive means continuously adjusting and adapting the marketing strategy to meet changing needs and expectations. Effective strategic market management has become a key determinant of competitive advantage and business performance. In this course you will learn the key concepts and ideas that are critical in order to build winning marketing strategies. It aims to equip you with fresh ideas and practical tools to generate, deliver and capture customer value. In order to make effective strategic decisions, you must identify and measure consumers’ needs and wants, assess the competitive environment, select the most appropriate customer targets, and then develop marketing programs that satisfy consumers’ needs better than the competition.
The goal of this course is to help participants develop a comprehensive understanding of how marketing strategies can be developed and executed in dynamic and competitive global marketing environments. The goals of this class are:
- To provide in-depth knowledge of competitive dynamics and how to integrate marketing strategy into the overall business strategy.
- To introduce participants to marketing strategy and the elements of marketing analysis: customer analysis, competitor analysis, and company analysis.
- To familiarize participants with the elements of the marketing mix (product, pricing, advertising and promotion, and distribution), and to enhance their problem-solving and decision-making abilities in these operational areas of marketing.
Prof. Dr. Ivens is a German Professor and Chair of the Marketing Department at the Otto-Friedrich University. He has published many papers in prominent marketing journals such as the Journal of Marketing Management, International Journal of Electronic Commerce, Journal of Business Research and Industrial Marketing Management. Prof. Dr. Ivens has also often offered his services as a reviewer for numerous academic journals. Prof. Dr. Ivens is a member of the American Marketing Association, Association Française de Marketing and more. He has extensive consulting experience with companies such as Siemens, Pictet Funds, and Puls Market Research.