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DAY 1
01. The Evolution of the Marketing Concepts
a)
From Production
Orientation (pre-1920s) to Product Orientation (1920s-1930s), Sales
Orientation (1930s-1950s), Marketing Orientation (1950s-1990s) ……… to Metaverse
& Web3 Marketing
02. Learning from Failed Strategies
a)
Businesses can avoid
common pitfalls
b)
Discover ways to improve
ü 15 areas to review, improvise and consider improvements
03) SWOT analysis
a)
Businesses can make
informed decisions
b)
Maximize opportunities and
minimize risks.
You can then:
ü Match Strengths
to Opportunities
ü Convert
Weaknesses into Strengths
ü Mitigate
Threats
ü Create
Actionable Strategies
04. Studying Competitors' Movements
a)
Gaining insights to make
informed decisions.
b)
Identify opportunities,
avoid pitfalls, and stay ahead in a competitive market.
c)
Ensures long-term success
and helps build a sustainable competitive advantage
This helps you to:
ü Understand
Competitive Positioning
ü Anticipate
Competitors' Moves
ü Build a
Competitive Advantage
ü Support
Strategic Decision-Making
05. Integration of the 4Ps (Marketing Mix)
a)
The 4Ps work together to
create a cohesive marketing strategy.
b)
Adjusting one element
(e.g., price) can impact the others
c)
The goal is to align the
4Ps to meet customer needs while achieving business objectives.
Some marketers
expand the 4Ps to include additional elements like People, Process, and Physical
Evidence (especially in service-based industries), forming the 7Ps of
Marketing.
06) Sensitivity analysis
a)
Businesses can better
understand the potential impact of their decisions
b)
Able optimize strategies
c)
Achieve more predictable
outcomes
Purpose of
Sensitivity Analysis in Marketing:
ü Identify Key
Drivers: Determine which factors have the most significant impact on
marketing outcomes.
ü Assess Risk:
Evaluate how changes in external or internal variables could affect
results.
ü Optimize
Budgets: Allocate resources to the most impactful areas.
ü Scenario
Planning: Prepare for different market conditions or business environments.
07) SLEPT factors
a)
Can better anticipate external challenges,
seize opportunities, and create campaigns that resonate with customers.
SLEPT analysis
is a framework used to examine the Social, Legal, Economic, Political, and
Technological factors that impact a business or industry. In marketing,
understanding SLEPT factors helps businesses adapt to external influences
and create effective strategies.
08. Customer Relationship Management (CRM)
a)
Leveraging CRM strategies
and technologies
b)
Implementing the right CRM
system
CRM (Customer
Relationship Management) is a strategy and technology used by businesses to
manage interactions with current and potential customers. The goal of CRM
is to improve customer relationships, drive sales growth, and enhance
customer retention.
09. Contingency Planning
a)
Navigate uncertainties
b)
Protect brand reputation
c)
Maintain customer trust.
Contingency
planning in marketing involves preparing for unexpected events or
disruptions that could impact marketing strategies, campaigns, or overall
business operations. It ensures that businesses can respond quickly and
effectively to minimize negative impacts and maintain continuity.
10. Crisis Management
a)
Preparing for and
responding to marketing crises (e.g., negative publicity, product recalls).
b)
Communicating
transparently and effectively to maintain trust.
c)
Turning challenges into
opportunities for brand improvement
Crisis management in marketing involves identifying, responding to,
and recovering from unexpected events that can damage a brand’s reputation,
customer trust, or financial stability. Effective crisis management helps
businesses minimize negative impacts and maintain long-term credibility.
DAY 2
11. Identifying and Prioritizing Critical Success Factors (CSF)
a)
Focus efforts on the areas
that matter most
b)
Ensure long-term success
and competitiveness.
Critical
Success Factors (CSFs) are the key areas or activities that a business must
excel in to achieve its goals and objectives. Identifying and focusing on
these factors ensures that the organization can compete effectively, meet
customer needs, and drive growth.
12) Global and Localized Strategies
a)
Global Reach: Use digital
platforms to expand into international markets.
b)
Localization: Tailor
campaigns to fit cultural, linguistic, and regional preferences.
Marketing
strategies must adapt to different markets, balancing global consistency
with local relevance. Companies must decide whether to adopt a standardized
(global) approach, a localized (adapted) approach, or a hybrid (glocal)
strategy.
13. Blue Ocean Marketing
a) Break free from intense competition
b) Create new demand
c) Achieve sustainable growth in uncontested market spaces.
Blue Ocean
Strategy: How to Create Uncontested Market Space and Make the Competition
Irrelevant. Unlike traditional "red ocean" strategies that focus
on competing in existing markets, blue ocean marketing aims to create new,
uncontested market spaces where competition is irrelevant
14) Marketing Matrices - How to Use Marketing
Matrices
A marketing matrix is a strategic tool used to analyse, plan, and
execute marketing activities. It helps businesses organize their efforts,
prioritize actions, and align strategies with goals.
Below are some
of the most commonly used marketing matrices:
a) Gap Analysis
Matrix
b) BCG Matrix
c) Porter’s Five
Forces
d) GE-McKinsey
Matrix
e) Perceptual
Mapping
f) RACI Matrix
g) Eisenhower
Matrix
h) AIDA Model
i) STP Model
15. Integrating Selling into Marketing
a)
Businesses can create a
more cohesive and effective strategy that not only attracts customers but
also converts and retains them.
b)
This synergy between
marketing and selling is key to driving growth and achieving business goals
c)
Sales team must be very
proficient is their selling & negotiation skills.
Selling skills
are crucial in marketing because they bridge the gap between attracting
potential customers (marketing) and converting them into paying customers
(sales)
16. Capitalizing on Digital Marketing: Strategies for
Maximum Impact
Digital
marketing is essential for businesses to reach, engage, and convert modern
consumers.
To fully
capitalize on its potential, companies must leverage the right platforms,
tools, and strategies effectively.
17. Leadership & Sales Team Management
a)
Integrating selling skills
into marketing, businesses can create a more cohesive and effective
strategy
b)
The synergy between
marketing and selling is key to driving growth and achieving business goals
Effective
leadership and sales team management are critical for driving marketing
success. A well-aligned sales and marketing team can increase conversions,
improve customer relationships, and maximize revenue.
18) Non-Marketing Roles Benefiting from Marketing
Knowledge
a)
Sales: Understand how
marketing generates leads and nurtures prospects
b)
Product Development: Use
customer insights from marketing to design products that meet market needs.
c)
Customer Service: Align
support interactions and use marketing insights to resolve customer issues.
d)
Finance: Understand the
ROI of marketing campaigns to allocate budgets effectively.
e)
HR: Use marketing
principles to enhance recruitment efforts.
Marketing isn’t just for the marketing team—it’s a cross-functional
superpower that benefits everyone in an organization. It will improve decision
making and improve cross-department collaboration.
19) Understanding the Market Cycle
a)
Understanding market
cycles is crucial for businesses & policy makers to make informed
decisions.
Market cycles—the
recurring phases of growth, peak, decline, and recovery—impact every
industry. Recognizing these patterns helps businesses anticipate changes,
mitigate risks, and capitalize on opportunities.
20) SMART Marketing Objectives
SMART is an
acronym for:
- Specific
- Measurable
- Achievable
- Relevant
- Time-bound
Effective marketing
requires clear, measurable goals. The SMART framework ensures your
objectives are strategic, trackable, and achievable.
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