The business of marketing is building sustainable business, i.e., the creation of value for a firm’s stakeholders through the delivery of customer value. It requires a solid understanding of your company’s customers and competitors, and the development of competitive customer value proposition.

This 3-day programme brings you a comprehensive overview on how you can optimally plan and implement your marketing activities. The approach is a practical one, covering marketing fundamentals (e.g., market segmentation) as well as advanced topics (e.g., marketing metrics, business modeling). The many frameworks and examples enable you to develop a robust and validated approach to formulating and answering the key marketing challenges facing you today.

Marketing for Executives focuses on the following themes:

• An update on the marketing fundamentals
• The development of a customer value proposition
• Business roadmapping (= strategic marketing)

Marketing fundamentals

• The concept of marketing and customer value
• The role of marketing in the firm
• Hunting grounds: segmentation and targeting
• The voice of the customer
• Understanding the customer activity cycle
• Analysing the business environment
• Alliances: co-operate to compete
• Portfolio analysis: recipes and pitfalls
• Market intelligence: capturing data, building knowledge

Customer Value Propositions

• Product policy: the search for classics
• The new product development portfolio
• Developing and launching product and service innovations
• Customer processes: developing strong customer relationships
• Principles of sales and account management
• Pricing: balancing the ‘gives’ and the ‘gets’
• Understanding the willingness to pay
• Modeling price erosion: the commodity magnet
• Techniques for value analysis
• Image: software for the mind
• The rules of engagement in market positioning
• Using cyberspace to your advantage

Business Roadmapping

• Business modeling: resource configuration for competitive advantage
• Assessing the sustainability of your competitive advantage
• What’s your BHAG? (Big Hairy Audacious Goal)
• Formulating and assessing strategic options
• Implementing the marketing agenda: See – Start - Sustain
• Monitoring change: marketing metrics

Marketing for Executives is designed for non-marketing executives and professionals who need to understand key marketing concepts.

• An essential update in 3 days
• Relevant and immediately applicable knowledge and tools
• Translation of state-of-the-art academic knowledge into daily practice
• Enhancement of cross-departmental communication and collaboration
• An excellent opportunity to network and exchange ideas with peer group members

A marketing professional designs and manages the company’s core market processes. This course helps you to assess your firm’s competitive position in the market, make market-driven choices, and execute the selected strategy.

English

Part-time

3 days, from 9 a.m. until 5.30 p.m.

Spring 2011

The programmes in the Management Essentials for Executives series use a variety of teaching methods, including interactive lectures, discussions, case studies, business testimonials and group work.

Antwerp Management School
't Brantijser, in the historic heart of Antwerp
Sint-Jacobsmarkt 9-13
2000 Antwerp
Belgium

We are located within easy walking distance of Antwerp Central Station.

• A first university or college degree, or extensive work experience
• Min. 7 years of professional experience
• Min. 3 years of management experience
• Fluency in English (spoken and written)

• Prof. dr. Rudy Moenaert, University of Antwerp, TiasNimbas Business School (Tilburg, NL)
• Business testimonials: tbc

2095 EUR (21% VAT not included)
We offer a 10% discount for 3 or more simultaneous registrations from the same person or company for any programme(s) in the Management Essentials for Executives series.

Fees include tuition, course materials and catering.

Tara Goossens
Programme Assistant

Antwerp Management School
Sint-Jacobsmarkt 9-13
B-2000 Antwerp

T: +32 (0)3 265 47 53
F: +32 (0)3 265 47 34
tara.goossens@ams.ac.be

Click here to register for this programme.

General conditions

For more information, please contact:

Patricia Coucheir
Programme Manager General Management

Antwerp Management School
Sint-Jacobsmarkt 9-13
B-2000 Antwerp

T: +32 (0)3 265 49 41
F: +32 (0)3 265 47 34
patricia.coucheir@ams.ac.be