Tactical Marketing
Day 1
Managing the Customer-centric Organization
Want to grow your customer base? During the first day, we’ll establish the analytical foundations that help you to reach your strategic customers across direct and indirect marketing channels.
Information analysis and planning
- A planning framework
- Information tools
Market analysis
- Tactics to grow customer equity
- Customer relationship management
- Competitive response tactics
Channel and sales force issues
- Improving the efficiency of the sales process
- Dealing with channel conflict
- Motivation tactics
Day 2
Deciding the Offer
Once you have a solid understanding of customers, prospects and markets, it’s time to create the best offer for them. On Day 2, you’ll learn how to build and price products and services that truly connect with your markets.
Disciplined pricing
- Protecting market share in the face of price pressures
- Maintaining premium price in a “mature” market
- Modifying the product/margin mix
Services marketing
- Unique challenges of marketing services
- Clarifying the principle types of services
New products
- Anticipating customer needs
- Speeding up the product launch
- Using portfolio analysis to improve capacity utilization
Managing existing products
- Identifying product attributes that “energize” your products
- Improving product positioning
Day 3
Communicating Domestically and Internationally
Learn how to improve your business communications in today’s international marketplace. During the morning session, we’ll discuss domestic marketing communications activities; the afternoon session focuses on the multi-cultural issues that can arise during international business transactions.
Marketing communications
- Increasing brand recognition and equity
- Creating integrated marketing communications
- Effective sales support
Multi-national communications
- Understanding cross-cultural differences
- Adapting domestic communications to international audiences
- Working with cross-cultural co-workers on project teams
Schedule
Evening before course — Optional dinner for those arriving early
Days 1 and 2 — 8:15 a.m. – 4:30 p.m. Session
Day 3 — 8:15 a.m. – 3:15 p.m. Session
The University of Wisconsin–Madison, as a member of the University Continuing Education Association (UCEA), authorizes this course for 2.1 Continuing Education Units (CEUs) or 21 hours.
bwolfe@exed.wisc.edu