Strategic Marketing For Decision Makers

Fully revised and updated for 2013

Strategic Marketing for Decision Makers Enhance your strategic marketing thinking and introduce new approaches to meet your key issues and define your marketing objectives

16 – 19 June 2013 • Jumeirah Emirates Towers Hotel, Dubai, UAE

Benefits Of Attending This Course •

Challenge and increase your knowledge of strategic marketing thinking and planning

•

Acquaint yourself with different approaches, tools and techniques so that you can effectively apply them in your marketplace

•

Think differently and creatively about the major issues and challenges you face today

•

Ensure all your business activities are coordinated and have a strong customer focus

•

Generate major marketplace benefits in terms of market growth, market share, customer satisfaction, loyalty and value, shareholders profitability and others

Organised by:

Strategic Career Partner:

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Strategic Marketing for Decision Makers 16 – 19 June 2013 • Jumeirah Emirates Towers Hotel, Dubai, UAE Meet Your Expert Course Director

Course Overview Marketing strategy sits at the heart of all business activity and is

Richard Yallop started his own consultancy

often the major driver determining levels of success.

and training company in 1978. Having previously worked in senior marketing positions with multinational companies, Richard’s key areas of expertise include business planning and strategy with a focus on all aspects of marketing including

What are the key criteria you set for judging market place success?

“Strategic Marketing for Decision Makers” will be highly interactive, challenging and practical to help you explore all possible answers to this question.

marketing creativity, innovation and new product development.

This course will be delivered with an emphasis on involvement Besides forming his own companies (Yallop Associates Ltd and

and practical solutions. Led by Richard Yallop, it will cover all the

Customer Service International), Richard has been a lecturer in

key marketing strategy issues which organisations face in their

Marketing at The School of Management, Cranfield University

increasingly complex and competitive markets.

since 1978. During this time Richard has been the Director of The Cranfield Marketing Planning Centre and the Programme

This course will sharpen and extend your marketing strategy skills,

Director for The Department of Trade and Industry’s Marketing

enabling you to “work smarter, not harder” and “make things

Initiative Consultancy covering the South East of England. Recently

happen.”

Richard held the role of Business Development Manager for incompany programmes in Cranfield’s Demand Chain Management Community with a special ability to sell as well as deliver marketing

At the end of the course you will be able to:

and business strategies.

• Fully understand all the key areas of marketing strategy

Having worked in over 70 countries worldwide, Richard’s multi-

• Determine how best to combine these in an appropriate

cultural experiences involve a wide range of projects for multinational organizations both on a global scale and to small local businesses in regional markets. His involvement with national and local Governments, regulatory bodies and business specific organisations includes development of specific industry areas. His work has spanned industrial and business to business markets as well as the consumer/retail fields and some “not for profit” charity organisations.

strategy for implementation in your business • Manage marketing strategy implementation, having expressed it in a strategic marketing plan • Evaluate performance with appropriate follow-up action to achieve your objectives • Lead the strategy process and motivate your colleagues/team members involved in implementation

In his consulting assignments, workshops and training sessions Richard seeks a very participative style with strong delegate interaction and emphasis on their key objectives and issues. This overriding approach is relevant to small specialist groups from individual organisations to large mixed organisation audiences worldwide. His major differentiator and prime driver is a result

Would you like to run this course in-house?

driven approach and customer relevant delivery: “So-what” is a frequent checkpoint used.

Richard’s depth of experience, gained across many areas and with

The in-house training division of IIR Middle East

many different management levels, linked with Cranfield’s leading edge knowledge, provides an excellent platform for his consultancy and training inputs. He well understands business people, their motivations and the need to achieve objectives and results.

+971 4 335 2437

+971 4 335 2438

Tel: +971 4 407 2624 • Email: CTS@iirme.com www.iirme.com/cts

register@iirme.com

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Course Timings: Registration will be at 07.30 on Day One. Each day will commence at 08.00 and conclude at 14.30 with breaks for refreshments.

Lunch will be served at the end of each day’s sessions.

Day One

Day Four

Session 1: Extending Your Strategic Thinking, Your Key Issues, Creativity And The Directional Policy Matrix’s Role In Developing Future Marketing Objectives And Strategies • • • • • •

Initial discussion – your perspectives What is strategic marketing?

Your key strategic issues Innovation and creativity in developing marketing strategies Market and customer segmentation The Directional Policy Matrix (DPM) Session 2: Developing Your Creative Marketing Strategies: Practical Strategy Exercise

• • • •

Understanding the complexities of today’s markets Developing scenarios for the future Building the landscape and considering future strategy options Deeper understanding of future developments and best-fit marketing strategies

Day Two Session 3: Your Strategic Marketing Options, Based On The Ansoff Approach Including Global Perspectives • • • • • •

The Ansoff Matrix and strategy options Your offer and new product development Sustainability Global markets Customers and key accounts The marketing P’s

Session 7: Marketing Accountability – Ten Key Questions • • • • • •

Correct needs based segmentation Segment specific propositions and prioritisation Powerful differentiation, positioning and branding Long term integrated marketing strategies Marketing strategies and shareholder value added Marketing metrics Session 8: Strategic Risks And Rewards

• • • • •

Risk and uncertainty in marketing strategy Marketing decisions and risk Reputation risk and marketing strategy The risk universe – evaluating risk Managing marketing risk for profitable growth in turbulent times Session 9: The Real Value Of Strategic Marketing

• • • • •

Choosing the right strategies – will they exceed your expectations?

The key marketing/finance interface Improving your profitability ‘Stretch’ targets and being “remarkable” Can you handle success or failure?

Who Should Attend?

This course is for all decision makers and those involved with strategy implementation, primarily in marketing but also in corporate and business planning, sales, profitability and risk. It would appeal particularly to:

Session 4: Information/Market Research For Strategic Decision Making

• Directors, senior and middle management in marketing and members of their teams with key responsibilities to deliver

• Why management information is essential for strategic decision making • Attributes of management information • How to undertake a management information research project • Know how to ask the right questions in the right places • Move from data to understanding and then to insight

defined market strategies • Creative thinkers – not just in marketing but in the whole business process. Those who make an impact when delivering their organisation’s mission/vision

Day Three

Hear what previous delegates have said:

Session 5: Sales And Key Account Management • • • • • •

The sales programme – organising the sales effort Motivation of the sales force Territory management: local and global Relationship management – key accounts Evaluation and control of the sales programme Sales strategies for long term development

“Very good – interaction encourages people to think more!”

Brian Wright, Commercial Manager, Saudi Pirelli Liaison Office (UAE)

Session 6: The Power Of The Brand • • • •

Customer value and the changing role of brands in global markets The benefits of strong brands: to customers and the company Building brand awareness and loyalty: the brand model Developing the corporate brand: capabilities and credentials

+971 4 335 2437

+971 4 335 2438

“Richard Yallop is very friendly and helpful. He encourages group discussions and is a great speaker. He explains everything very well.”

Farah Al Esa, Al Watanya Telecommunications (Kuwait)

register@iirme.com

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Strategic Marketing for Decision Makers 16 – 19 June 2013 • Jumeirah Emirates Towers Hotel, Dubai, UAE FIVE WAYS TO REGISTER IIR Holdings Ltd. P.O Box 21743 Dubai, UAE

+971 4 335 2437 +971 4 335 2438 register@iirme.com

www.iirme.com/strategicmarketing

DISCOUNTS AVAILABLE FOR 2 OR MORE PEOPLE CALL – 971-4-3352483 E-MAIL – a.watts@iirme.com BC4767 Event

Course Fee Before 31 March 2013

Course Fee Before 21 April 2013

Final Fee

US$ 3,895

US$ 4,395

US$ 4,695

Strategic Marketing For Decision Makers 16 – 19 June 2013

WOULD YOU LIKE TO RUN THIS COURSE INͳHOUSE?

Course fees include documentation, luncheon and refreshments. Delegates who attend all sessions will receive an IIRME Certificate of Attendance.

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Payments A confirmation letter and invoice will be sent upon receipt of your registration. Please note that full payment must be received prior to the event. Only those delegates whose fees have been paid in full will be admitted to the event. You can pay by company cheques or bankers draft in Dirhams or US$. Please note that all US$ cheques and drafts should be drawn on a New York bank and an extra amount of US$ 6 per payment should be added to cover bank clearing charges. In any event payment must be received not later than 48 hours before the Event. Entry to the Event may be refused if payment in full is not received.

Credit card payment If you would like to pay by credit card, please tick here and a member of our team will contact you to take the details

Cancellation If you are unable to attend, a substitute delegate will be welcome in your place. Registrations cancelled more than 7 days before the Event are subject to a $200 administration charge.

Registration fees for registrations cancelled 7 days or less before the Event must be paid in full. Substitutions are welcome at any time.

Avoid Visa Delays - Book Now Delegates requiring visas should contact the hotel they wish to stay at directly, as soon as possible.

Visas for non-GCC nationals may take several weeks to process.

All registrations are subject to acceptance by IIR which will be confirmed to you in writing.

Due to unforeseen circumstances, the programme may change and IIR reserves the right to alter the venue and/or speakers.

Event Venue: Jumeirah Emirates Towers Hotel, Dubai, UAE Tel: +971 4 330 0000 Accommodation Details We highly recommend you secure your room reservation at the earliest to avoid last minute inconvenience. You can contact the IIR Hospitality Desk for assistance on: Tel: +971 4 407 2693 Fax: +971 4 407 2517 Email: hospitality@iirme.com © Copyright I.I.R. HOLDINGS B.V.

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