AIM
To help CEOs and CMOs better use digital to compete internationally. One of the reasons that mid-sized companies hit a ceiling is because the players on the next level have supplemented their sales efforts with strategic marketing applied across both digital and traditional channels. This provides an effective barrier against smaller competitors. The aim of this course is to help participants assess their own marketing program(s) and see how their marketing approach can be developed to compete more effectively. The course will have a focus on digital since it provides one of the best ways for mid-sized companies to level the playing field when competing against companies with more reach and larger marketing budgets. Participants will leave the course with an assessment of how their brand is performing online today along with a number of hands-on tools that they can use to develop their own digital strategy.
WHO SHOULD ATTEND?
CEOs, CMOs and those aspiring towards those positions will benefit by participating in this course. The course will deal with underlying principles of marketing and operational issues implementing them. As such, it is most suitable for senior managers responsible for driving growth and developing the company.
COURSE OUTLINE
The course covers two days with four lecture modules each including cases, exercises, and round-table discussions. Participants will be divided into small groups and the roundtables will focus on specific themes. This provides participants with an opportunity to deepen their knowledge on specific topics and to exchange experience with others from different industries. Before the course, participants will be surveyed about their needs and the course material will be tailored to address the results.
Day 1
Module 1: Key Concepts and Models in Strategic Marketing
Objectives of strategic marketing for international brands
How companies acquire/retain customers
The very different roles of marketing vs sales
Module 2: Strategic Marketing in the Digital Era
What digital does and does not change
How buyers assess value and cost
How digital technology is creating new possibilities for both
Day 2
Module 3: International Implementation
The unique challenges of marketing online over borders
The key components of a digital strategy
Understanding the relationship between “social media” and sales
Value Loop: Using digital to gain market insight
Establishing a digital drumbeat online
Module 4: Managing online
Managing online marketing over borders
The math behind online marketing
Measurement and reporting
Looking forward
Summary and reflection
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SCHEDULE, FEE & LOCATION
The course will take place at Lund University. The course fee is SEK 17 500, excluding VAT. The course fee includes tuition, documentation, diploma, coffee, lunch and a dinner on Day 1. The course will hold from 9:00 to 16:00 each day.
APPLICATION OF INTEREST
Course dates is not yet set but open for application of interest. Registration is binding. Substitution of participants is allowed at any time at no charge. However, it is advisable that such changes should take place at the start of the course.
CONTACT
For course information, please contact Jessica Hansson at Lund University Commissioned Education, Ph. +46-46-222 7327 or jessica.hansson@education.lu.se
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