|
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
(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:
1) Match Strengths to
Opportunities
2) Convert Weaknesses
into Strengths
3) Mitigate Threats
4) 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:
1)
Understand Competitive
Positioning
2)
Anticipate Competitors'
Moves
3)
Build a Competitive
Advantage)
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:
1)
Identify Key Drivers:
Determine which factors have the most significant impact on
marketing outcomes.
2)
Assess Risk: Evaluate how
changes in external or internal variables could affect results.
3)
Optimize Budgets: Allocate
resources to the most impactful areas.
4)
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
(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).
|
