About
Course Objectives:
• Gain a clear, in-depth understanding of core marketing concepts
• Achieve a better understanding of the latest marketing trends and tools
• Boost your marketing strategy skills
• Respond effectively to competitors’ marketing challenges
• Develop a template for future marketing plans
This course will be as valuable to the seasoned marketer looking to update his arsenal as it is to those recently moving into marketing roles and non marketers who need to have a better understanding of how they may contribute to their organisation’s marketing success. Case studies include 42 Below, Icebreaker clothing, Consumer NZ and Vodafone.
Outline
The Core Principle of Marketing: Meeting Customer Needs
• Taking an outside-in approach: Putting customer needs first
• The 4C’s have replaced the 4P’s
• Structuring marketing efforts based on customer requirements and preferences
• The role of value creation in acquiring and retaining customers
• Finding out what customers value most and delivering it better than the competition.
Creating a Market-Oriented Company
• Harnessing new developments in marketing to meet your company’s objectives
• Defining your company’s vision and mission through marketing
• Everyone’s a marketer
• Strategies: The road to your success
• Customer Experience Management
Developing a Competitive Marketing Strategy
• Understanding the competitive landscape
• Techniques for anticipating and understanding competitors’ responses
• How to respond to competitive initiatives
• Understanding the post recession consumer
Selecting your Target Market
• Choosing the most promising customers including consumer, business to business, and government audiences
• Reaching your target with the most suitable communication channels
• Product positioning as the foundation for developing the marketing mix
Creating, Positioning and Building your Brand
• Product and service positioning as the foundation for branding
• Discovering a framework for developing and managing strong brands
• Reviving an established brand
• Learning how to develop and sustain the competitive advantage of your brand
Product/Customer Solutions
• Optimising your product and service offerings
• Selling features versus benefits
• Differences between products and services
• Adding service to products and products to services
• Adding value to create vital points of difference
Place/Convenience: Building Distribution Channels that Work
• Channel conflict - who keeps the profits?
• Roles of distribution channels
Wholesale and retail
• E-Commerce
• Multi-Channel Marketing
Pricing/Customer Cost: Avoiding the Traps of Under or Over-Pricing
• The “Goldilocks” approach - getting pricing just right
• Using customer value as a basis for pricing strategy
• Constructing responsive pricing strategies and tactics
• Shifting from cost to value based pricing
Promotion/Communication: Getting your Message Heard
•Ensuring your efforts are heard, understood, liked and remembered
• The sales force
• Advertising
• Public relations
• Sales promotion
• Viral marketing
Online and Social Media
• What the web will - and will not - do for your business
• Why do some websites fail to generate traffic?
• Using Social Media for Business to Business vs Consumer Markets
• New options: Facebook, LinkedIn, Twitter, Youtube, 2nd Life, etc
Demystifying Marketing Research
• How research leads to continuous improvement
• When to conduct market research and when not to
• Examining the pros and cons of different methods - qualitative and quantitative research
• Focus groups, telephone surveys, mail surveys, internet surveys
• Managing and measuring customer satisfaction programmes
Relationship Marketing: A Contemporary Approach
• Finding the right sort of relationship
• Loyalty and customer retention: Keeping your customers for the long term
• The principles of Lifetime Customer Value (LCV) and how to figure it
• Customer Relationship Management (CRM) and database marketing
Summary and Review
• Putting it all in context: The 12 Step Marketing Plan
• A quick tour of your future resource material: The Marketing Cookbook, Dashboard for Developing Marketing Plans, etc.
• Identifying your key take-outs
Facilitator
Tom Agee, Senior Lecturer, Dept of Marketing, University of Auckland
Tom immigrated to New Zealand in 1974 from the United States where he was founding partner in a successful advertising agency in Richmond, Virginia after 15 years in public relations and advertising, having won awards for both. In New Zealand he was group marketing manager for New Zealand’s largest media conglomerate and later returned to advertising as senior account director at one of New Zealand’s oldest and largest advertising agencies (now FCB) serving major New Zealand brands, e.g. AHI, NZI, Coldrex, Choysa, Cerebos Greggs.
In 1985, he joined the Auckland Institute of Technology (then ATI), as lecturer in Marketing. In 1992 became Head of the School of Marketing, Advertising and Tourism where he established New Zealand’s first degree in Advertising, and later in Advertising Creativity.
In 1994 he received his MPhil (Marketing) with honours from The University of Auckland where he become a senior lecturer in the Department of Marketing and established New Zealand’s first course in Marketing Communications. He has taught on undergraduate, masters, post graduate executive programmes.
His academic research is in the area of Advertising Effectiveness. His master’s thesis was “The Effect of Television Clutter on Advertising Recall”. His PhD research on the effectiveness of infomercials as a form of direct response television has appeared in both the American Journal Advertising Research and Journal of Consumer Research.
A prolific writer, his column “One Consumer’s Opinion” was a popular feature of Marketing Magazine for 20 years until a change of publishers in 2009. He co-authored the NZ Marketing Resource and Case Studies Book published in 1996 and his articles have appeared in the New Zealand Listener and Ad Media magazines as well as the Commerce Commission’s Compliance publication. In 2011, his case studies on NZ Consumer and Telecom XT will appear in McGraw-Hill’s Consumer Behaviour – Implications for Marketing Strategy 5th Edition.
He has been a consultant to major New Zealand firms and Government Departments including: Mobil, NZ Sugar, Lion Breweries, TVNZ and Public Trust, as well as an expert witness on advertising related cases for Ministry of Health, Commerce Commission and Telecom.
He is a popular conference and seminar speaker as well as in-house trainer whose clients have included: National Bank, Auckland District Law Society, Gen-i (Telecom), NZ Inland Revenue, Housing NZ, Waitakere City Council, Counties Manukau District Health Board, Pfizer, Merck Sharp & Dohme, Visique Optometrists, Carpet Court, Fiji Visitors Bureau and the NZ Association of Advertisers.
In 1994 he became the fourth person to be inducted into the New Zealand Marketing Hall of Fame, for his contribution to the profession over two decades.
Tom Agee is also facilitating:
In-house Training
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