Marketing Program - Gulf Region
Cutting-edge sales management concepts, tools, and methods
3-Day Program
Organizational benefits
Bringing new sales management ideas and practices into your organization will have a profoundly positive impact on performance.
- Increase the level of strategic alignment across functional areas
- Create marketing strategies and plans that drive profitable growth for the organization
- Identify and respond to changing market trends
- Ensure that infrastructure and culture support your marketing strategy
- Evaluate alternative ways to meaningfully differentiate yourself from your competition
- Build brand equity to decrease the risk of commoditization
- Align marketing and sales for enhanced performance
Personal benefits
The concepts and tools taught in the Program will greatly enhance your sales management effectiveness 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
Program content
The Queen's Marketing Program - Gulf Region is built around four themes:
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Aligning Marketing with the Business Strategy
Ensuring alignment with the overall business strategy is critical to gaining organizational support and to successfully developing and implementing practical marketing plans:
- 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
- Assessing alternative ways to meaningfully differentiate yourself from the competition
- Determining if infrastructure and culture can support your marketing strategy
- Determining the role of alliances and partnerships in developing the "total solution"
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Understanding the Key Concepts of Marketing
The Program will provide you with a breadth of marketing concepts and frameworks, and the ability to choose which are most appropriate for your business situation.
- Using segmentation to characterize customers and gain maximum insight into their behaviour and preferences
- Understanding the different types of buyers (price, convenience, relationship, value)
- Gaining insights into your competitor’s products, technologies, and strategies
- 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
- Evaluating and optimizing your product line
- Understanding how pricing, promotion, and distribution policies must be revised to accommodate different market conditions
- Recognizing and reacting to the natural changes in market characteristics and competitive behaviours that occur over the life of a product or service
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Effective Marketing Tools and Techniques
In the Program, session leaders will discuss highly effective and leading-edge marketing tools and techniques, and how to determine when they should be used. You will leave the Program with a range of "on strategy" tactical ideas:
- Learning new marketing tools and technologies
- Developing an effective new product development process, and understanding the characteristics of successful new products
- Managing price and price perceptions
- Aligning marketing and sales for optimal performance
- Developing and maintaining the right channels of distribution, and creating new channels of distribution for competitive advantage
- Effectively managing relationships with distributors
- Developing an integrated communications campaign
- Integrating e-commerce into your marketing program
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The Marketing Plan – Putting it All Together
The Program will show you how to develop, write, and present a fully-integrated and well-structured marketing plan and gain support across the organization.
- Understanding what goes into a marketing plan and identifying what you need before you write the plan
- Translating your plan into financial implications
- 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
- Managing the corporate image
- Managing the special case of the paradigm-shifting new product
- 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. 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.
