Program Description
Our courses are designed to strengthen participants’ skill at integrative thinking by presenting a succinct review of the principles of strategic marketing and the linkages between strategy and execution.
The overall objective of the Big Picture Core course is to provide practical skills in the use framework and tools to structure customer based problems in a strategic yet implementable manner. Participants in the program will build skills and knowledge aligned with driving organic growth through company, customer and market analysis leveraging evidence and reasoned argument. Specific focus areas of the Big Picture Core program include: how to assess market opportunity, how to allocate acquisition and retention resources to enhance overall firm profitability; how to create and deliver a compelling value proposition; how to articulate it through improved customer communication, and how to capture some of that value through better pricing discipline. Participants will build practical skills through a simulation and a variety of exercises contextualized to their business.
- Frame marketing opportunity based on company core capability, and customer and competitive objectives; linking strategic choice to its executional implications.
- Understand the specifics of needs-based segmentation principles with special emphasis on the acquisition of practical tools to link the segmentation work to the creation of a value proposition.
- Create a value proposition compellingly articulating value through positioning and capturing value by linking pricing to strategy
- Align the fundamental aspects of commercialization to the company strategy: distribution channels, communications, and products and services
