Course Ref: TTJ
t
MARKETING KNOW HOW
1 to 2 days course relating to in bound and out bound marketing of B2C and B2B markets. Covers the 4 P's and multi P's of marketing together with Value Propositions, Relationship management and internal marketing and the tools for implementation.
Course Aims and Objectives
By the end of the course you should have understood:
-
Some of the key principles relating to marketing in B2B and B2C markets
-
customers and demand chains
-
competitive analysis
-
marketing and sales
-
-
Some of the main marketing dimensions; relating to the Multi-Ps of product marketing and portfolio management
Become familiar with the marketing information and tasks required for
management of the various stages of the market and product life cycle.
Experienced practical tools and techniques
Participated and shared experiences.
Style
Participative, informative, interactive and fun
Practical examples to aid understanding
Experiential - 'thematic' exercises
Practical examples to aid understanding
Pragmatic hints and tips
Bias towards understanding principles and practices vs manipulating software
tools
Course Content
Session 0: |
Course Aims and Objectives and Issues Board |
|
Session 1: |
A brief tour around markets, marketing and product marketing |
|
Session 2: |
Product Marketing Analysis |
|
Session 2: |
(Continued) Voices of Customers |
|
Session 2: |
(Continued) Competitive Analysis |
|
Session 3: |
Multi P’s and 5C’s of In Market Management (or In-Life Management of Launched Products) |
|
|
Close for the Day |
Typical Methods and Tools
Innovation Network/Chain Diagram
B2B Segmenter (MASDA)
Kano Model
Contextual Enquiry - Gemba Topic Guide
Customer needs - Primary WHATs
Value Map
Price/Performance Chart
QFD
Spider grams
QUAPPPRRgramss
Follow the following links for more information :
Product
Marketing and Management
Product Strategy
and Product Portfolio Strategy: framework and tools
Product Definition
(PD) and pragmatic Quality Function Deployment (pQFD)
Voice
of Customer (VoC) and Market Research
Competitive
Analysis and Competitor Analysis
New
Product Introduction (NPI) or New Product Development (NPD)
In
Life or In Market Management of Current Products
Product Value
Proposition and Value Propositions Portfolio
Product
Development, Marketing and Management Software Applications
Product
Management and Product Manager Training
