Marketing Management

Seminar

Abstract

Intensive seminar focusing on development, methods and operations of modern marketing aiming at:

Concept

Marketing influences the success decisively. The best product, the most innovative market performance is useless if the customer does not need it, does not want it or does not know that it exists. The central task of marketing therefore is to align the needs and demands of the market with the possibilities and resources of the company. Thanks to a very special customer benefit a flexible pricing strategy should be achieved because of competitive advantages, customer preference and effectiveness in sales. Three key aspects are to be optimized:

Marketing culture‚Äč

Marketing influences the success decisively. The best product, the most innovative market performance is useless if the customer does not need it, does not want it or does not know that it exists. The central task of marketing therefore is to align the needs and demands of the market with the possibilities and resources of the company. Thanks to a very special customer benefit a flexible pricing strategy should be achieved because of competitive advantages, customer preference and effectiveness in sales. Three key aspects are to be optimized:

Marketing concept

With the marketing concept market success is determined. How can a marketing concept be developed, assessed and implemented?

Sales Management

Without sales success the best concepts are useless. What should be done to increase the sales performance and build new sales systems and sales channels?

Focus areas

The laws of the market

The company operates in a constantly changing market. Each market operates according to certain laws and rules.

Analyse markets

Basis of any effective marketing are a concentrated market analysis and market research.

Marketing strategy

The better the market analysis, the more accurate the marketing strategy.

Marketing concept

Based on the marketing strategy for each business, the basic choices with regard to product policy, price policy, communication and distribution policy are determined.

Marketing potentials and opportunities

The prime reason for unused potential and opportunities for profitable growth can be found in non – effective market coverage. How can we ensure that the potential of existing customers are used properly? How should the acquisition of new customers and new business work?

Communication and sales

The acid test for marketing strategy and marketing concept is the success in communication and sales.

Management tasks in marketing

Marketing strategies and concepts have to be compressed in a marketing planning and specified and quantified in the context of budgeting. The marketing control system monitors goal achievement, but also the effectiveness of the various actions.