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AMA Marketing Management Bootcamp

San Antonio, TX

Thursday, May 14

8:00 am - 8:30 am

Registration and Continental Breakfast

We’ll kick off the day with breakfast. You’ll also be provided with lunch and breaks throughout the day.

8:30 am - 4:00 pm

Nuts and Bolts of Marketing Management

  • Marketing’s place and role in organizational success
  • Misunderstood marketing
  • Exercise: Culture for marketing
  • Key change drivers marketing managers must know about and plan for
  • Facilitate exchange and value for customers
  • Exercise: Offerings and value propositions

Marketing Planning

  • The marketing planning process “big picture”
  • Fostering evidence-based decisions in marketing planning
  • Yin and yang of marketing planning – strategy and tactics
  • The role of metrics in marketing planning

Research for Marketing Managers

  • What does a marketing manager need to know to make evidence-based decisions?
  • How do we design and execute the needed research?
  • Exercise: Address market research needs

Let’s Take a Customer’s Perspective in B2C and B2B

  • The B2C decision process
  • The B2B decision process
4:00 pm - 5:00 pm

Reception

Friday, May 15

8:00 am - 8:30 am

Continental Breakfast

Breakfast will be waiting for you when you arrive for day two. Lunch and breaks will be provided throughout the day.

8:30 am - 4:00 pm

The Customer Experience: Fulfill Customer Needs and Wants

  • Market segmentation
  • Target marketing
  • Positioning
  • Strategic differentiation
  • Exercise: Differentiation, target markets and positioning

Hone Your Offering

  • Products 101
  • The “magic” of branding
  • Service rules
  • Exercise: branding and service

The Lowdown on Promotion – Communicate Your Offering

  • Choices, choices – what promotional approach to use?
    • Is digital and social always preferred? (I think we know this answer)
  • Where do sales fit into the promotion mix?
  • Exercise: Maximize promotion potential

Two More P’s in the Marketing Mix

  • Price – The most direct impact on customers’ perceived value
  • Place – Get the offering to market: Channels, distribution, logistics, supply chain

Create a Successful Future in Marketing