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16 - MCR - Customer Relations and Marketing


MCR 217 - Value-Based Marketing

Code Start Date Duration Venue Fees
MCR 217 19 August 2019 5 Days Istanbul $ 2950 Registration Form Link
MCR 217 16 September 2019 5 Days Istanbul $ 2950 Registration Form Link
MCR 217 14 October 2019 5 Days Istanbul $ 2950 Registration Form Link
MCR 217 11 November 2019 5 Days Istanbul $ 2950 Registration Form Link
MCR 217 02 December 2019 5 Days Istanbul $ 2950 Registration Form Link
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Course Description

This course provides a clear practical introduction to shareholder value analysis for the marketing professional.  It gives them the tools to develop the marketing strategies that will create the most value for business.  For top management, supervisors, managers and CFOs (Chief Financial Officer) the course explains how marketing generates shareholder value.  It shows how top management should evaluate strategies and stimulate more effective and relevant marketing in their companies. 

Course Objectives

Define Shareholder Value (SV) and learn how to achieve it

Operate in a viable market

Pursue a strategy which promises sustainable competitive advantage

Identify market opportunities and position around them

Become a skilled marketer 

Who Should Attend?

  • Marketing people
  • Managers at all level
  • Sales & Marketing people who are interested to develop marketing strategies
  • Those involved in the creation, implementation and management of value based strategies
  • People who are interested in present and future market developments and how to respond to challenges

Course Details/Schedule

Day 1

Marketing & Shareholder Value

  • Introduction & Objectives
  • Managing in the twenty-first century
  • Success: shareholder value
  • Marketing’s lost influence
  • The shareholder value principle
  • Approach to Shareholder Value
  • Principles Of Valuation
  • Shareholder Value
  • Economic Value Added
  • Financial Value Drivers
  • Marketing Value Drivers
  • Organisational Value Drivers

Day 2

The Marketing Value Driver

  • A new definiton of mark
  • Creating Customer Value
  • Building The Differential Advantage
  • Implementing Relationships With Customers
  • Organisational Requirements
  • The Customer-focused Organisation
  • Strategic Position Assessment
  • Assessing The Current Position
  • Explaining The Current Position
  • Projecting The Future Of The Business
  • The Value-based Plan
  • Strategic Objectives

Day 3

Building Brands

  • The role Of Intangible Assets
  • The Role Of The Brand
  • Brands & Shareholder Value
  • How To Build Brands
  • Organising The Brand Portfolio
  • Pricing For Value
  • Pricing Principles
  • Setting The Price
  • Adapting Prices To Customers & Products
  • Price Management

Day 4

Value-Based Communication

  • Communications & Shareholder Value
  • Communication And Customers
  • Developing a Communication Strategy
  • Allocating across Communications Channels
  • Valuing Communications Strategies
  • Value-Based Marketing in The Digital Age
  • The growth & Development Of The Internet
  • Drivers Of Change In The New Economy
  • Creating Value Through The Web

Day 5

Introducing  Services & Products via Internet

  • Building The Brand On The Internet
  • Value-Based Marketing in The Digital Age
  • The Growth & Development Of The Internet
  • Drivers Of Change In The New Economy
  • Creating Value Through The Web
  • Building The Brand On The Internet
  • Future Perspectives