Seminar "Strategic Marketing"
“Marketing makes or breaks a business,” many experts claim. Strong marketing strategy is about driving profitable growth. 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? “Strategic Marketing” workshop is designed for managers and executives to develop their skills in understanding how to critically approach to marketing-related issues. The goal of the program is to sharpen the participants’ marketing skills, with an emphasis on developing, managing, and evaluating marketing activities which include (1) assessing 3C’s (company, customers, and competitors), (2) segmenting current and potential customers, and (3) developing plans for winning marketing strategy (product positioning, pricing, distribution, promotion/advertising). The course represents the blend of lectures and active learning methods, where students are engaged in active discussion and practicing exercises in certain topics to apply theoretical knowledge.