Successful Marketing Strategies: Principles, Science and Art

Behavioural

09
Apr 2020

9 April 2020

8:30 am - 5:00 pm

Securities Commission Malaysia

MYR 950 *Fee is not inclusive of 6% SST

“The first step in exceeding your customer’s expectations is to know those expectations.”
– Roy H. Williams

A successful marketing strategy is an essential business tool to drive the marketing efforts to achieve specific marketing objectives in any market situation.

This programme will discuss the marketing strategies and its implementation successes as well as deliberating on different marketing strategies applications to different types of business concepts and modalities.

Programme Objective
The objective of this programme is to equip participants with essential marketing knowledge, concepts and elements to enable them to formulate successful marketing strategies in achieving the organisation’s marketing objectives.

Learning Outcomes
Upon completing the programme, the participant should be able to:

  1. recognise how modern marketing is different from the traditional one
  2. explain the importance of positioning and environment analysis and how it is conducted
  3. describe various marketing strategy in relevance to market segmentation
  4. explain the available strategic marketing issues and trends impacting the business
  5. discuss the tools and action plans in digital and social media marketing execution

 

Methodology

Interactive presentations and Question-and-Answer (Q&A) sessions

Competencies

Functional (Process skills) – Sales and Marketing (Level 3)
Behaviours (Organisation Leadership) – Strategic Thinking (Level 3)
Functional (Technical) – Digital Technology Application (Level 3)

Target Audience

Individual 

Executives, managers from various industries, dealer representatives, business development and marketing personnel

Institutions 

Investment and commercial banks, asset management companies, advisory firms, stockbroking firms, public listed and private companies.

8.30 am Registration
9.00 am Modern Marketing  

·       Marketing models, analytical framework and tools

 

Segmentation and Targeted Marketing

·       Identifying the segments: Mass market, market segments, niche markets and individuals

·       Personalised targeting: Don’t get personal get social

·       How to come up with an effective segmentation

·       Holistic segmentation – how is it different?

10.30 am Coffee Break
10.45am Strategic Positioning in Your Market

·       What is positioning?

·       Where should we start?

·       Marketing in the age of fragmentation

·       Market environment analysis

o   Context and customers

o   Collaborators, competitors and company

·       Positioning strategies for competitive advantage

1.00 pm Lunch Break
2.00 pm Differentiation and Value Proposition: What Makes You Stand Out?

·       Why do we need differentiation?

·       How to come up with points of difference

·       Differentiation that matters

·       Differentiation strategies

3.30 pm Coffee Break
3.45 pm Digital and Social Media Marketing

·       Harnessing the power of digital and social media marketing

·       Channels and touchpoints

·       Digital and social media engagement plan and campaign

·       Search engine optimisation strategies

·       Online reputation management

5.00 pm End of Programme

 

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