Marketing
Innovative Marketing Approaches for Creating Customer Value and Driving Profitable Growth
3-Day Program
About the Program
This intensive, 3-day Program covers the essentials of marketing. It will enhance your ability to build powerful marketing plans that create real value for your customers and drive sustained profitable growth.
Practical and relevant content delivered by exceptional speakers, and a commitment to unrivaled customer service, have made Queen's Marketing Program one of Canada's most popular marketing programs.
This Program will enable you to:
- Develop a fully-integrated marketing plan
- Align marketing strategy with the business strategy in order to gain buy-in across the organization
- Use effective marketing tools and techniques, including emerging online tools and social networks
- Implement measurement practices to ensure efficiency and effectiveness
Who should attend
This Program is designed for managers interested in learning more about the marketing function.
Organizational benefits
Bringing new marketing concepts and practices into your organization will have a profoundly positive impact on your organization's performance.
- Increase the level of strategic alignment across functional areas
- Create real customer value and drive profitable growth
- Evaluate alternative ways to meaningfully differentiate yourself from the competition
- Re-think your marketing mix to increase cost effectiveness, measurability and flexibility
- Identify and respond to changing market trends
- Align marketing and sales for enhanced performance
Personal benefits
The concepts and techniques taught in the Program will enhance your marketing skills and increase your value to the organization.
- Create strategically aligned marketing plans that will drive profitable growth
- Gain a better understanding of how all the elements of marketing come together to produce effective marketing strategies and plans
- Strengthen your linkages to other functional areas
- Learn how to generate and use important insights into your customer’s buying behaviour
- Integrate current marketing tools and techniques into your marketing plan
- Learn how to gain organization-wide buy-in to your marketing plan
- Network with marketing professionals from a variety of industries across Canada
- Learn how to lead a healthy and balanced life through the Program’s optional Lifestyle Component
Program content
Queen's Marketing Program is structured to ensure relevance of content and sensitivity to the differing needs of product marketing vs. service, marketing and business-to-business vs. consumer marketing.
"Wonderful experience especially in the following areas: able to walk away with concrete execution strategies and tools; strong new network and contacts (the team concept was amazing); innovative presentation strategies I'll take with me and implement immediately".
- Vice President, Communications & Public Affairs Chartwell Seniors Housing REIT
The Program is built around four themes:
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Aligning Marketing with the Business Strategy
Ensuring alignment with the overall business strategy.
- Deciding which strategic platform is right for you (be the best, be the lowest priced, or be the most focused)
- Understanding the profit drivers of each of the alternative strategic platforms, and the most common errors companies make in managing those drivers
- Selecting and targeting your most profitable customers
- Articulating your value proposition and identifying your customer's compelling reason to buy
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Understanding the Key Concepts of Marketing
Discussing a breadth of marketing concepts and frameworks and deciding which are most appropriate for your business situation.
- Using segmentation to characterize customers and gain maximum insight into their behaviour and preferences
- Developing a positioning statement that identifies a target market and the basis of your competitive advantage
- Building brand equity to decrease the risk of commoditization
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Effective Marketing Tools and Techniques
Learning highly effective and leading-edge marketing tools and techniques, and how to determine when they should be used.
- Using the Internet to communicate with your customers more efficiently and effectively
- Developing an effective new product development process and creating new channels of distribution
- Effectively managing relationships with distributors
- Developing an integrated advertising and communications campaign and re-thinking your marketing mix to increase cost-effectiveness, measurability and flexibility
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The Marketing Plan – Putting It All Together
Developing, writing, and presenting a fully-integrated and well-structured marketing plan and gaining support across the organization.
- Identifying key success factors and ensuring measurement mechanisms are in place
- Aligning the plan with the plans of other functional areas, and getting buy-in across the organization
- Communicating the value proposition
- Making the case for marketing and ensuring you get the resources you need
Session Leaders
Session leaders include senior professors from Queen's School of Business and knowledgeable experts from industry. These outstanding teachers are constantly in touch with today's business world through real-world business experience, Board memberships and their own consulting practices.
Dr. Jay Handelman - Marketing, Queen's School of Business
Jay Handelman is Associate Dean of Research, Director of the MSc and PhD programs, and Associate Professor of Marketing at Queen’s School of Business. He has also served as Director of the Centre for Responsible Leadership. He has conducted extensive research into the ways in which marketers integrate emotional, cultural and social responsibility dimensions into their traditional marketing strategies, and the ways in which these strategies benefit the organization. He is also an expert on consumer activism and boycotts. His research has been published in several academic journals, including the Journal of Marketing, the Journal of Retailing and the Journal of Business Research.
Dr. John Pliniussen - Marketing and Innovation, Queen's School of Business
John Pliniussen is an authority on innovation, sales management and e-marketing. He has worked or consulted for several Fortune 100 companies, some of Canada’s fastest growing SMEs, many federal and provincial ministries, and numerous agencies and NPOs. His past clients include IBM, London Life, Torstar, Schindler, GM, Constellation Software, and many federal and provincial ministries.
Mr. Ken Wong - Sales, Marketing & Business Strategy, Queen's School of Business
Ken Wong is one of Canada’s most respected marketing professors. He has worked with the Strategic Planning Institute at Harvard University and the Conference Board of Canada, writes a regular column for Canadian Grocer and Meetings & Incentive Travel magazines and contributes to Marketing magazine, Strategy and numerous trade publications. He is a 2006 inductee into the Canadian Marketing Hall of Legends and past winner of the National Post’s Leader’s In Management Education award. He regularly judges the “Canada’s Best Managed Companies” and other competitions, addresses corporations and conventions around the world, and sits on a number of other advisory/directorship boards. He sits on the Board of Directors of the Canadian Marketing Association, and is Vice President, Knowledge Development, with Level 5 Brand Consulting Inc.
