Strategic Marketing
Strategic Marketing: Building Brand to Build Market Share engages participants with the most up-to-date concepts and frameworks from a variety of industries and to apply those to the banking industry.
We begin with a look at differing fundamental views of marketing before examining several methods to improve marketing decisions via the use of analytics. In addition, we will examine the relationship between segment selection and the critical targeting and positioning decisions with an emphasis on current targeting and positioning tools (e.g., perceptual maps, category and image based positioning). We then investigate how to effectively communicate the value that is created for consumers. The final portion is designed to blend earlier decisions with the development (or maintenance) of a successful brand. The focus here is not solely on the advantages of having a strong brand, but instead, on the steps that are necessary to build, revitalize or extend a brand.
DATES AND LOCATION:
August 24 to August 25, 2009
Vanderbilt Owen Graduate School of Management - Nashville, TN
COST:
$1,995 (includes tuition, books and instructional materials, continental breakfast and lunches)
WHAT YOU WILL LEARN:
Participants in this two-day program will explore the following topics:
Marketing Strategy Best Practices
- Unique advantages of marketing versus selling orientation
- Macro frameworks and strategies (value disciplines and classic approaches)
Understanding Consumer Behavior through Marketing Research
- Understanding the role of analytics, ROI optimization and product portfolio mix
- Discovering consumer needs: exploratory, descriptive and causal research
Communicating Value: Segmentation, Targeting and Positioning
- Buyer behavior and the role of customer relationship management
- Geo-demographic cluster segmentation
- Updating product/services to increase profits and positioning
Communicating Value: Integrated Marketing Communications
- Integrating advertising and promotions
- Sponsorship opportunities and threats in the age of TARP
- Investigating novel digital approaches (i.e., online, social networking, mobile)
Building Strong Brands
- Understanding brands via customer-based brand equity model
- How to build and leverage brand equity
- How to revitalize and reposition brands
- Engaging employees at the branch level with the brand promise
ADMISSIONS:
Open enrollment to the general public with no formal admissions requirements
INSTRUCTOR:
 | Steve Hoeffler, PhD
Associate Professor of Marketing |
Professor Steve Hoeffler joined the Vanderbilt Owen Graduate School of Management faculty in 2006 and is an expert in consumer products marketing, brand management and consumer behavior. His research on such topics as positioning multiple category products, marketing radically new products and the advantages of strong brands have appeared in such journals as Journal of Consumer Psychology, Journal of Product Innovation Management and Journal of Marketing Research.
Among his current research interests are the marketing of "really new" (novel) products and the development of consumer preferences. He has worked in marketing for NCR/AT&T and consulted for Procter and Gamble, IBM, Caterpillar Financial and Fujitsu. |
PROGRAM ADVISOR:
Stefanie Shelley
Executive Vice President
Bank Marketing Executive
Capital One Bank
