Course Description
This course provides a clear practical introduction to shareholder value analysis for the marketing professional. It gives them the tools to develop the marketing strategies that will create the most value for business. For top management, supervisors, managers and CFOs (Chief Financial Officer) the course explains how marketing generates shareholder value. It shows how top management should evaluate strategies and stimulate more effective and relevant marketing in their companies.
Course Objectives
Define Shareholder Value (SV) and learn how to achieve it
Operate in a viable market
Pursue a strategy which promises sustainable competitive advantage
Identify market opportunities and position around them
Become a skilled marketer
Who Should Attend?
- Marketing people
- Managers at all level
- Sales & Marketing people who are interested to develop marketing strategies
- Those involved in the creation, implementation and management of value based strategies
- People who are interested in present and future market developments and how to respond to challenges
Course Details/Schedule
Marketing & Shareholder Value
- Introduction & Objectives
- Managing in the twenty-first century
- Success: shareholder value
- Marketing’s lost influence
- The shareholder value principle
- Approach to Shareholder Value
- Principles Of Valuation
- Shareholder Value
- Economic Value Added
- Financial Value Drivers
- Marketing Value Drivers
- Organisational Value Drivers
The Marketing Value Driver
- A new definiton of mark
- Creating Customer Value
- Building The Differential Advantage
- Implementing Relationships With Customers
- Organisational Requirements
- The Customer-focused Organisation
- Strategic Position Assessment
- Assessing The Current Position
- Explaining The Current Position
- Projecting The Future Of The Business
- The Value-based Plan
- Strategic Objectives
Building Brands
- The role Of Intangible Assets
- The Role Of The Brand
- Brands & Shareholder Value
- How To Build Brands
- Organising The Brand Portfolio
- Pricing For Value
- Pricing Principles
- Setting The Price
- Adapting Prices To Customers & Products
- Price Management
Value-Based Communication
- Communications & Shareholder Value
- Communication And Customers
- Developing a Communication Strategy
- Allocating across Communications Channels
- Valuing Communications Strategies
- Value-Based Marketing in The Digital Age
- The growth & Development Of The Internet
- Drivers Of Change In The New Economy
- Creating Value Through The Web
Introducing Services & Products via Internet
- Building The Brand On The Internet
- Value-Based Marketing in The Digital Age
- The Growth & Development Of The Internet
- Drivers Of Change In The New Economy
- Creating Value Through The Web
- Building The Brand On The Internet
- Future Perspectives
