Marketing is often narrowly understood by people as sales, promotion, and advertising. As a matter of fact, marketing is the most strategic aspect of business management. The objective of marketing is to satisfy customer need, but that’s also the objective of the entire organisation. That’s why marketing is a vital component of a business school executive training programme.
This programme aimed at mid-level managers who are in charge of the marketing strategy of organisation or brand managers. It also has certain appeals to senior managers if they’re actually managing the marketing aspect of the organisation.
What I aim to do is to provide the participant with a comprehensive view of marketing in two days time. Essentially, as I said, I’m presenting them a mini version of the MBA programme’s core marketing class. And it will cover the key topics such as the essence of marketing, strategic marketing planning process, customer analysis, and segmentation, targeting and positioning, and also product strategy and pricing. And we also will discuss the branding strategy at the end of the programme, especially the branding in the era of social media.
I think there are three key takeaways from this programme. First and foremost, people should understand marketing holistically. So marketing is not just product pricing, a set of tactics. It is first and foremost a philosophy, an organisational culture.
The second takeaway is marketing is all about satisfying customer need. In order for organisation to succeed in an increasingly competitive marketplace, they should provide a differentiated, especially a sufficiently differentiated consumer value in order to satisfy customer need.
And the third is in today’s digital world, customer value proposition has to be digitised. So a significant component of the value proposition has to be provided by different digital platforms. So in order to successfully do that, organisation needs to digitise themself first in order to provide a digitised customer value proposition.