Strategic Marketing

2019-08-09 10:21:16

October 3-4, 2019

The workshop “Strategic Marketing”

“Marketing makes or breaks a business,” many experts claim. But what is marketing today? What are the ideas behind the modern approach to marketing, and what are the processes and decisions that will help a manager develop a successful marketing plan? Today’s marketing is not what it was ten or even five years ago, and it is important to keep up with the changes, because if you don’t, your competitors will!

At Nazarbayev University, we have designed the Strategic Marketing program specifically for managers and executives from Central Asia. The goal of the program is to sharpen the participants’ marketing skills, with an emphasis on developing, managing and evaluating marketing activities.

For Whom

  • Marketing specialists
  • Entrepreneurs
  • Company executives

Benefits

The main learning outcomes after the course would be:

  • Evaluating and addressing customer needs and wants
  • Market analysis based on segmentation-targeting-positioning
  • Competitive positioning, differentiation, including the use of perceptual mapping
  • Integrated marketing for boosting overall marketing efficiency

Venue: Nur-Sultan, 53 Kabanbay Batyr, Nazarbayev University, Block C3 (NUGSB building)

Duration: 2 days:  October 03-October 04, 2019.

 

Program Lecturers

Patrick Duparcq

Dean

Nazarbayev University Graduate School of Business

PhD (Marketing and Econometrics), Purdue University, USA

Dr. Patrick Duparcq received his PhD in Marketing and Econometrics from Purdue University and a MSc. in Quantitative Economics from the University of Antwerp. His teaching and research interests include Global Marketing, Digital Marketing, Marketing Strategy and Technology Forecasting. He has taught in Executive programs in the US, Europe and Asia. Before coming to Nazarbayev University, Dr. Duparcq was at the Kellogg School of Management at Northwestern University.
Dr. Duparcq is a recognized technology strategist and technology visionary with twenty years of expertise in technology forecasting, marketing, and technology implementation. He has a track record of “predicting and planning for the next wave”.
Over the last 20 years, Dr. Duparcq’s expertise in technology and marketing has helped companies to develop a digital strategy and implement technology in several business functions; he has helped some of Europe’s top business schools in positioning and globalization; he has also provided advice to federal, regional and local governments.
In a 2008 book “Online Marketing Heroes” (Michael Miller, Wiley Publications), Dr. Duparcq was selected as one of 25 successful online marketing gurus shaping the ideas and views on online marketing.

Mushegh Harutyunyan

Assistant Professor of Marketing

Nazarbayev University Graduate School of Business

PhD., Washington University, USA

Mushegh Harutyunyan joined NU GSB in 2017 as an Assistant Professor of Marketing. Prior to that, he obtained his Ph.D. at Washington University in St. Louis, an M.A. at Indiana University–Bloomington as an Edmund Muskie fellow, and a B.A. at Yerevan State University. His current research focuses on competitive strategies, market entry, pricing, and distribution channels. His research has appeared in the Journal of Retailing.

For further details, visit his personal web-site: https://sites.google.com/view/harutyunyan 

TENTATIVE PROGRAM SCHEDULE

DAY 1

08:30-09:00

Registration

Facilitator

09:00-10:30

Introduction. Strategic Marketing for Value Creation

Patrick Duparcq

10:30-10:50

Break

 

10:50-12:30

Are you selling the right stuff? Understanding customer needs vs wants.

Maximizing customer lifetime value

Mushegh Harutunyan

12:30-13:30

Lunch

 

13:30-15:00

Are you selling to the right customers?

Market analysis, Segmentation-Targeting-Positioning

Mushegh Harutunyan

15:00-15:20

Break

 

15:20-17:00

Digital Marketing

Patrick Duparcq


DAY 2

09:00-10:30

Competition: how to win? Competitive Positioning.

Mushegh Harutunyan

10:30-10:50

Break

 

10:50-12:30

Strategic Pricing

Mushegh Harutunyan

12:30-13:30

Lunch

 

13:30-15:00

Customer discovery exercises (Immersion Room)

Patrick Duparcq

Mushegh Harutunyan

 

15:00-15:20

Break

 

15:20-17:00

Integrated marketing. Conclusion. Program Wrap Up.

Patrick Duparcq

Registration here

Price: 195 000 KZT