Brand Management Program Building and implementing a marketing plan

OVERVIEW

Learn how to build, implement and monitor the most effective marketing plans. The program follows a systematic brand planning process that emphasizes the need for detailed analysis, logic and the importance of thinking laterally. The program is available in both blended learning and in-class versions.

Language(s) available: English, Russian, Chinese, French, Portuguese BR

PROGRAM FORProduct Managers, Brand Managers

DEVELOPMENT NEEDS ANALYSISONLINE TEST

EVIDENCE-BASED MARKETING AND MARKET RESEARCHELEARNING

Measure your level of knowledge before starting the program and compare your score to the industry benchmark.

Learn market research techniques and how these can be used in the analysis and measurement of the impact of marketing activities.

PATIENT FLOW TECHNIQUESELEARNING

Learn how to build a patient flow and use it to identify growth opportunities within the market.

MARKET, PRODUCT AND COMPETITOR ANALYSISELEARNING

Learn how to evaluate the most important elements of market analysis, including the market, the product and competitors within.

STAKEHOLDERS ANALYSISELEARNING

Learn how to identify and understand the impact of local and national stakeholders.

THE SWOT ANALYSISELEARNING

Learn how to build the SWOT and use it as a strategic decision-making tool.

PRODUCT STRATEGYELEARNING

Revisit the fundamentals of marketing strategy and be introduced to new concepts that help guide your strategic decision-making.

SALES STRATEGYELEARNING

Understand the promotional response curve and optimal frequency of calls per segment.

CHANNEL MIX OPTIMIZATIONELEARNING

Take a close look at the channels available and how to plan their use to deliver an integrated and synergistic sales and marketing campaign.

EBOOKONLINE BOOK

Review the subjects covered during the program and be well prepared for the post-evaluation assessment.

POST EVALUATION AND CERTIFICATIONONLINE TEST

Test your knowledge and measure your score by improvement and compared to the industry benchmark. Download your certificate.

BRAND MANAGEMENTIN-CLASS

This -2day in-class is based on the Simpact Brand Management simulation/serious game. Serious games provide the highest learning retention rates and effectively incorporate new competencies and concepts, changing peoples’ mind-sets in the shortest possible timeframe.Beginning with building a patient flow and identifying growth opportunities, participants build their customer journey, identify customer insights, analyze the market, product and competitors in order to finally build a SWOT. Based on this SWOT, participants have to diagnose the current situation to choose the right strategy and write their positioning statement. The next step is to profile the customers (potential, adoption, channel preference, needs) and choose the optimal multi-channel mix and message for each customer group. The final step is forecasting and building a P&L and monitor each quarter according to expected results. The simulation calculates the impact of their plan in revenue and profitability.

PROFILING, SEGMENTATION AND TARGETINGELEARNINGLearn the methodology of developing and implementing a profiling, segmentation and targeting process.

POSITIONINGELEARNING

Understand where positioning fits in the Brand Planning process, the 4 D’s and different types of positioning, testing and communicating your positioning and finally understanding and defining the value proposition.

TO LEARN MORE ABOUT THIS PROGRAM AND HOW WE CAN MEET YOUR SPECIFIC NEEDS, CONTACT ACTANDO AT

contact@actando.com

www.actando.com