Presents the Pillars of Marketing
Consumers have changed; they are no longer passive receivers of entertainment and information. The modern consumer interacts, shares opinions and has sophisticated needs that every company must take into account. Marketing became core and fundamental in any company.
Complexity has increased with the hyper-fragmentation of the audience and the access to technology makes imperative need of target and product segmentation to attend a specific market. The key always rests in the simple question: what the problem are we solving with our products or services.
A single approach does not work anymore for all the targets that could initially benefit best from your products and services. Information is key to answer to market changes and needs.
On the other hand, society does not trust any longer in governments and public institutions to address even the most basic needs. Private companies and its brands have the power and resources to embrace and promote ethical and positive values and be the voice and guide in a quite polarized and changing world. Consumers urge companies to approach the real challenges they face as person, human, – not only as consumers - like climate change, corruption, peace, sustainability, education. The moment could not be better to private, organizations that understand what they are, and what is their role, to lead the way; and the Marketeers are the enablers of this strategy in and out the organizations.
- What is Marketing
- Elements of Marketing strategy
- 5 C’s: Customer, Company Competitors, Collaborators, Context
- Market segmentation
- Target Market selection
- 4 Ps: Product, Place, Promotion, Pricing
- Capturing value
- Distribution strategies
- Promotion/Advertising: the role of advertising
- The role of public relations
- Push vs Pull strategies
- The goal of the seminar is to present the pillars of Marketing and a basic core understanding of the Marketing theory
- At the end of the course you should be able to reason around the marketing activities of any given company and industry and make your own judgment about it according to the principals of Marketing
- You will visualize and identify quickly the marketing campaigns and the what is behind the marketing activities and elaborate your own arguments and opinion about it
Middle managers, non-Marketing professionals: Lawyers, Operational, HR, Finance, Board Members, Investors, Reps, Distributors, Agents.
Presentation and open class discussions.
Marketeer with long experience in Europe and Latin America leading projects for prestige brands. Recently in charge of the fastest growth beauty tech company in the world responsible for the Latin America region having strategized go-to-market campaigns and launched the brand in premium retailers in several markets. Prior experiences include own Creative Marketing agency for 7 years having extensively worked in both B2B and B2C channels in several categories as beauty technology, cosmetics, retail, sporting goods and fashion with brands such FOREO, Nike, Red Bull, Hugo Boss, Emporio Armani, L'Oreal, El Corte Ingles, Camel. Entrepreneur having launched several startups. Unrest attitude towards innovation and big advocate of WoW, WoM, OOH, BTL. First to bring to South Europe the ‘Pop Up’ stores concept from Europe. Global Executive MBA at IESE Business School (FT 2018 Rank #1 in World in Executive Education Programs). Lecturer in Marketing and Retail Management.
Seminar: 3 Tage
25.06.-27.06.2019 Hotel Panorama Resort, Feusisberg 13.11.-15.11.2019 Hotel Panorama Resort, Feusisberg
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