Intensive Seminar Strategic Marketing Management

In recent years, companies’ focus on their markets and customers has regained importance, and the trend is moving toward “customer-centricity”. However, customer satisfaction is not an end in itself—instead, it is vital to develop and maintain profitable business together with the customers. This intensive seminar shows how market-oriented management can contribute to the profitable growth of your company. The central component is the task-oriented approach.

In this intensive three-day seminar you will learn to structure attractive growth opportunities in the four core tasks of customer acquisition, customer retention, service innovation and service maintenance (outside-in) and align these with your competencies (inside-out). The marketing strategy is thus based on company-specific focal points in the core task profile, which must then, in turn, be implemented utilizing an adequate marketing mix.

To be successful, a customer-centric company must continuously align its employees with the market and the customers. After all, the implementation of a market-oriented corporate policy starts with the employees.

Upon successful completion of the course, you will receive a certificate from the University of St.Gallen and can expand the intensive seminar to include the HSG intensive course CAS Marketing Management.

Benefit from the latest findings and developments in marketing and professionalize your marketing management. The Institute of Marketing and Customer Insight offers you a selection of intensive seminars in the field of marketing as further education opportunities. These intensive seminars can be credited to the “HSG Intensive Studies Certificate of Advanced Studies (CAS) in Marketing Management (18 days)”, the “HSG Intensive Studies Diploma of Advanced Studies (DAS) in Marketing Executive (38 days)” and the “HSG Intensive Studies Diploma of Advanced Studies (DAS) in Sales Executive (36 days)”.

Course Goals

Market-oriented strategies for profitable growth How do “best practice” companies manage to continuously align themselves with markets and customers and develop profitable business models? Learn how to achieve profitable growth at the business unit level within the framework of market-oriented corporate management. Participation in the seminar will enable you to:

• Formulate a targeted growth strategy for your business unit
• Identify and exploit customer and performance potential in your business unit
• Create added value for the customer and your own company through consistent customer- centricity.

Contents include: Strategic marketing, the task-oriented approach, customer acquisition and retention, launching innovations and maintaining existing company services, customer centricity, marketing leadership.