• How Great Marketing Creates Value
  • Product Equity
  • Brand Equity
  • Customer Equity
  • Channel Equity
    
• How Bad Marketing Destroys Value
  • The Price of Excess: The Tragedy of the Commons
  • The Erosion of Trust
  • Misallocated Resources
  • Misaligned Incentives
    
• The Productivity Crisis in Marketing

• Conventional (Low Performance) vs. Exceptional (High Performance) Marketing
  • Marketing as Hunting vs. Marketing as Gardening
  • Challenging the Mental Models of Marketing
    
• Creativity in Marketing
  • Dematuring
  • Oxymoron Marketing
  • Technology Fusion
    
• Market-Based Strategies for Profitable Growth

12:00 – 1:30: LUNCH

• New Ways to Think About Markets
  • Market-Driven vs. Market-Driving – ShapingCustomer Expectations
  • Growing Markets – Competing With “None of the Above”
  • The Bottom of the Pyramid
• New Ways to Think About Customers
• How Customers are Changing
• Meeting Customer Needs at Multiple Levels
• Branding Customers, Partnering With Customers,Outsourcing Customers, Improving Customers,Trading Customers, Sharing Customers, Firing Customers, Selling Customers, Discriminating Between Customers, Capitalizing Customers
• Best Practices in Customer Loyalty Management
• The Power of Customer Advocacy
• The Automation of Consumption?

3:00 – 3:30: BREAK

• New Ways to Think About Products
  • First Mover vs. Late Entrant Advantage
  • Standardize or Mass Customize?
  • The Power of Design
  • High Tech / High Touch
  • Integrating R&D and Marketing
  • From Products to Solutions
  • Experiential Marketing
• New Ways to Think About Branding
• Characteristics of Strong Brands
• Measuring and Managing Brand Equity
• “Power Brands”
• Tools for Building Brands

• New Ways to Think About Marketing Information
  • Technology-Enabled Marketing
  • High Tech Marketing
  • Precision Marketing
  • Marketing Automation
• New Ways to Budget for Marketing
• Dynamic Budgeting

10:15 – 10:30: BREAK

• New Ways to Think About Pricing
  • Cost Plus Pricing vs. Value Minus Pricing
  • Pricing as a Way of Creating Value
  • Addressing Affordability Issues
• New Ways to Incentivize & Measure Performance
• Incentive Alignment: The Friedman Matrix
• Marketing Metrics
• The Marketing Dashboard: Determining the Essential
  • Metrics For Your Firm
  • Measuring Brand Value
  • Measuring Customer Lifetime Value and Profitability
  • Customer Satisfaction: Linking Drivers, Outcomes, and Profits
  • Linking Marketing Metrics to Financial Metrics

12:00 – 1:30: LUNCH

• New Ways to Organize the Marketing Function
  • Integrating the Marketing Function Internally and Externally
  • Linking Marketing to Sales and Customer Service
  • Aligning Responsibility and Authority
  • Organizing Marketing Around Customers
• New Ways to Think About Marketing
• A Systems View of Marketing
• Marketing as an Investment Rather Than Expense
• Holistic Marketing

3:00 – 3:30: BREAK

• The 4A Framework
  • The Concept of Market Value Coverage (MVC)
  • Leveraging Marketing & Non-Marketing Resources
  • The Power of the Dimensions
  • Case Studies of Successes & Failures
• The Future of Marketing
• Recapturing Marketing’s Mission
• Wrap-up

SGD 900 for both days

SGD 750 Early Bird Discount
(Last date 31st Dec)

SGD 2,000 Group Discount for 3 participants

CONTACT: Pradeep/Nisha
Tel: 6270 4748 Ext 718/719
Mob: 9618 1817
Fax: 6838 5406