Marketing Professionals Program
Riga, Latvia
October 20 – 23, 2008
PROGRAM OVERVIEW
Marketing in today’s complex, changing, and competitive world is more challenging than ever. To be successful requires a more robust vision of marketing, with an expanded and central role in the organization. It also demands discipline— a structured and systematic approach to marketing. And it mandates a mastery of state-of-the-art marketing tools. Introducing a new program for today’s marketing professionals. . . The Marketing Professionals Program is a four-day workshop designed for the marketer who is indeed challenged by this complex, changing, and competitive world. It begins by situating marketing within the broader context of competition. It offers a new definition of marketing which elevates marketing from the tactical to the strategic level, and re-casts it as the organization’s profit center. And it introduces a proprietary 8 Ds Framework of strategic marketing management, progressing through this framework step-by-step and thereby highlighting the newest tools in marketing.
WHO SHOULD ATTEND
The Marketing Professionals Program is aimed at mid- to high-level executives who have operational and/or strategic marketing responsibilities in their companies: chief marketing officers, vice presidents of marketing, general managers, product managers, brand and category managers, marketing communications managers, and public relations managers. It is also appropriate for seasoned marketers in allied marketing ‘services’ companies, including advertising agencies, marketing research providers, public relations firms, and marketing consultancies.
Benefits to You:
Upon completion of the program, you will: • Recognize and appreciate the importance, scope, and nature of marketing in � competitive markets, • Have a new framework for strategic marketing management, and • Have a new set of marketing tools. You will then be able to: • Create a new strategic vision for marketing in your organization; • Develop tactical policies, procedures, and programs for implementing this strategic vision; and • Oversee the ongoing management of these tactical policies, procedures, and program.
Program Format:
The program will combine lectures, discussions, mini-cases, exercises, and other experiential activities. Materials include readings, cases, and articles. Time to discuss your organization’s marketing challenge is also part of the program.
Program Professors
John Branch, Ph.d.
John Branch is Lecturer of Marketing and Strategy at the Ross School of Business, and Director of Educational Outreach at the William Davidson Institute, both at the University of Michigan (U.S.A.). He began his academic career in 1993 as an Assistant Professor of Marketing at École Supérieure de Commerce de Rennes in France, but since then, he has also served as an adjunct or visiting professor at more than 40 business schools throughout world, including the Rotterdam School of Management (Netherlands), the ESAN (Peru), and the Sasin Graduate Institute of Administration (Thailand). He was also a visiting scholar at Queen Elizabeth House of the University of Oxford and at the J. L. Kellogg Graduate School of Management of Northwestern University. Dr. Branch has been involved in a variety of European Union and other government-funded development projects, most notably in the republics of the former U.S.S.R., and has participated in management training programs in numerous international organizations, including British American Tobacco, Anheuser-Busch, British Telecom, Cargill, Coca-Cola, Michelin, Oracle, and Nestlé. Dr. Branch holds a Ph.D. in marketing from the University of Cambridge in England.
Thomas Baker, Ph.d.
Thomas Baker is Associate Professor of Marketing at Clemson University (U.S.A.). Prior to joining Clemson he was on the faculty at the University of North CarolinaWilmington and Miami University of Ohio. His primary teaching areas are marketing strategy, marketing research, and sports marketing. Dr. Baker has taught various courses at both the undergraduate and graduate levels in the United Kingdom, Spain, and Croatia. He has also led student study abroad programs in the United Kingdom, France, Italy, Hungary, and Germany. Dr. Baker has published scientific articles in a number of journals including the Journal of Marketing, Journal of Retailing, Journal of the Academy of Marketing Science, and Journal of Business Research. He holds a Ph.D. in marketing from Florida State University in the U.S.A.
Welcome to the Art Nouveau Experience
Schedule and Topics:
Day 1 Monday 20 October 2008 The Foundations of Strategic Marketing Management: • Competition • Consumer Value • Consumer Satisfaction • Competitive Advantage • Innovation • Marketing Orientations • The Marketing Mix • The 8 Ds Model The 8 Ds: Discover, Describe, Decipher, Decide • Marketing Research • The Market: SLEEPT-I-C • The Organisation: Values/FLIPHOR/7Ps • Customer Lifetime Value • Customer Equity • Attractiveness Matrices • Financial and Strategic Compatibility The 8 Ds: Develop and Define • Marketing Planning • Marketing Plans • Mission, Goals, Objectives • Segmentation, Targeting, and Positioning • The 7 Ps The 8 Ds: Deploy and Diagnose • Training and Internal Marketing • Resource Acquisition • Project Management • Timelines and Budgets • Fair Value Line • Brand Awareness and Equity • Marketing ROI • Contingency Planning
Day 2 Tuesday 21 October 2008
Day 3 Wednesday 22 October 2008
Day 4 Thursday 23 October 2008
Certificate
Upon completion of the program participants receive Certificate.
Program Details
Duration: 4
days
Venue: SSE Riga Executive Education Riga, Strelnieku iela 4a, 6th floor Fee: EUR 1500 EUR + VAT 18% (if registered by 1 July, 2008) EUR 2000 EUR + VAT 18 % The payment deadline is October 6, 2008. The fee includes tuition, instructional materials, coffee, soft beverages and lunch offered during the program days.
Registration
To register for the program, please fill out the Registration Form and send it to SSE Riga. Please, choose any of the below mentioned means: • fax + 371 7015846 • E-mail executive@sseriga.edu.lv (please, send a signed application form by post) • post The registration deadline is October 1, 2008.
THE WILLIAM DAVIDSON INSTITUTE
Founded in 1992 as a non-profit institute located at the University of Michigan, the William Davidson Institute (WDI) offers companies and individuals the opportunity to participate in premier executive education programs held locally. Through the Institute’s programs, managers develop an improved understanding of the individual competencies, business organizations, and institutional structures necessary for companies to compete successfully in the global marketplace. You will find more about WDI at: www.wdi.bus. umich.edu.
THE STOCKHOLM SCHOOL OF ECONOMICS IN RIGA
Stockholm School of Economics in Riga Riga, Strelnieku iela 4a Tel: + 371 67015805; 67015824; + 371 29425366 Fax: + 371 67015846 SSE Riga Executive Education offers learning solutions to the management of private and public sector. These are open and customized programs targeted towards different layers in the organization addressing managers’ personal growth and development and company specific issues. In the 2007 Financial Times Ranking of Top European Business Schools, the Stockholm School of Economics, with its schools in Stockholm, Riga and Russia, was ranked number thirteen among the 60 European business schools that were ranked.
Welcome to the Art Nouveau Experience