Tactical Marketing by wulinqing


                                    Tactical Marketing

  As marketers, we’re often urged to “think big” when it comes
  to marketing success. But once the long-term strategic
  marketing plan is in place, it’s just as important to think small.
  Attend this course to learn how effective tactics can optimize
  your efforts today. Find out how to successfully manage your         DAY 1: MANAGING THE CUSTOMER-CENTRIC
  current and prospective customer relationships, create
                                                                       Information analysis and planning
  win-win situations throughout your company and with your             •	 A planning framework
  channel partners, manage your existing products, anticipate a        •	 Information tools
  customer’s changing needs so you can deliver products that           Market analysis
  meet them, evaluate market forces and product features that          •	 Tactics to grow customer equity
  will determine the best price for your products, maintain—or         •	 Customer relationship management
  change—your brand, and effectively negotiate with                    Channel and sales force issues
  individuals from other countries.                                    •	 Improving the efficiency of the sales process
                                                                       •	 Dealing with channel conflict
  You’ll learn how to:
  ►   Analyze your customer base and build better relationships        DAY 2: DECIDING THE OFFER
                                                                       Disciplined pricing
  ►   Work effectively with your sales force and                       •	 Protecting market share in the face of price
      distribution channels                                               pressures
  ►   Revitalize your products and services                            •	 Maintaining premium price in a “mature” market
  ►   “Right price” your products                                      Services marketing
                                                                       •	 Unique challenges of marketing services
  ►   Cultivate your brand
                                                                       •	 Clarifying the principle types of services
  ►   Communicate across borders and cultures
                                                                       New products
                                                                       •	 Speeding up the product launch
  exed.wisc.edu/courses/tmg                                            •	 Using portfolio analysis to improve capacity
                                                                       Managing existing products
                                                                       •	 Identifying product attributes that “energize”
                                                                       •	 Improving product positioning

                                                                       DAY 3: COMMUNICATING DOMESTICALLY AND
                                                                       Marketing communications
                                                                       •	 Increasing brand recognition and equity
                                                                       •	 Creating integrated marketing communications
                                                                       •	 Effective sales support
                                                                       Multi-national communications
                                                                       •	 Understanding cross-cultural differences
                                                                       •	 Working with cross-cultural co-workers on
                                                                          project teams

                                                                                  EXECUTIVE EDUCATION

Tactical Marketing

       Course leaders (subject to change)
       Linda Gorchels, Executive Education marketing director and
       Wisconsin School of Business faculty, has conducted training
                                                                      Upcoming course dates (subject to change)
       for over 10,000 corporate executives and is responsible for
                                                                      September 29 – October 1, 2010 #1492
       the development of 30+ courses in marketing and product
       management. Linda facilitates strategic planning sessions in   March 14-16, 2011 #1493
       pricing and product management implementation, has
                                                                      Course fee (subject to change)
       authored several books, and has written on strategy and
                                                                      $1,795 per person for course held in 2010
       marketing topics for many industry journals.
                                                                      $2,000 per person for course held in 2011
       Tim Aurand is an assistant professor of marketing at
       Northern Illinois University. He has extensive business        CEUs earned
       experience as a senior marketing specialist and analyst, as    2.1 CEUs or 21 hours
       well as marketing research, promotions and sales training
       positions.                                                     Schedule
                                                                      Evening before course — 5:30 – 7:30 p.m.
       Wayne Glowac is CEO and co-founder of Glowac, Harris,
                                                                       Optional dinner for those arriving early
       Madison, Inc., a leading strategic marketing, advertising,
                                                                      Days 1 and 2 — 8:15 a.m. – 4:30 p.m. Session
       Web programming, and brand-consulting firm in Madison,
                                                                      Day 3 — 8:15 a.m. – 3:15 p.m. Session
       For full biography information, visit exed.wisc.edu/           Registration
       marketing.                                                     To register for this course, visit exed.wisc.edu or call
       Related courses                                                Information
       If you find this course interesting, you may also enjoy the    For course or related certificate information, contact
       following:                                                     either of the following:
       •	 Dynamic Market Intelligence                                 •	 Barb Wolfe, program coordinator, 608-441-7314 or
       •	 iMedia                                                         bwolfe@exed.wisc.edu
       •	 Integrated Marketing Communications                         •	 Linda Gorchels, program director, 608-441-7336 or
       •	 Marketing Through Channel Partners                             lgorchels@exed.wisc.edu
       •	 New Product Development (NPD)                               Our full transfer, withdrawal, and cancellation
       •	 NPD Applications Lab                                        policy can be found on our Web site at
       •	 Pricing: Frameworks and Applications                        exed.wisc.edu/registrationchange.
       •	 Strategic Market-Based Planning
       Find information on these courses and more when you visit
       our Web site at exed.wisc.edu.

       Certificate information
       Completion of this course is a step toward
       earning the following certificates:
       •	 Applied Marketing
       •	 Product Management
       For additional certificate information, visit
       exed.wisc.edu/cert online.

                                                                                  EXECUTIVE EDUCATION

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