AMA's Advanced Course in Strategic Marketing

At this seminar, you’ll take the next step toward becoming a strategic marketing guru. You’ll discover cutting-edge strategic marketing models—and their real-world applications. And you’ll get the strategic marketing knowledge and tools you need to increase the spending rate of current customers and cost-effectively acquire new ones…integrate your strategic marketing mix elements with corporate goals…and maximize the benefits of e-commerce technology.

• Understand the strategic value of sales vs. the strategic value of marketing
• Learn the stages of the customer buying process—and generate incremental value at each stage
• Use the growth audit gap model to select the most effective options for strategic marketing programs
• Efficiently target your strategic marketing campaigns to core buying influences
• Successfully develop and manage new product and service launches to increase overall market share

• Strategic growth perspectives: the SMART growth segmentation
• Strategic marketing for distinct psychographic groups
• Moving beyond pricing as an objective…to pricing as a strategy
• The role of strategic marketing in CRM: understanding the lifetime value of a customer
• Changing the buying structure through the Internet
• Promotion and communication as an integrated process
• The seven stages of new product/service development

Learning Objectives

• Explain the Strategic Differences Between Marketing and Sales and the Perspectives of the Two Functions
• List and Explain the Four Basic Activities on Which Marketing Should Focus
• Determine How Marketing Can Impact the Bottom Line and Other Areas of the Company
• Explain How Strategic Models Must Evolve to Meet the Requirements of the Changing Marketplace
• Apply the SMART Bomb Strategic Approach to Your Marketing Strategy Development Process
• Use the Growth Audit and Gap Analysis Models to measure the Gap Between Long-Term Objectives and Current Company Performance
• Set Up the Enterprise Growth Segmentation Opportunities Identification to Identify the Most Business-Rewarding Segments
• Describe the Basic Product/Service Life Cycles and the Application of Psychographics to Each Stage
• Illustrate the Key Strategies for the Different Psychographics Groups
• Create, Maintain, or Improve Brand Positioning
• Manage Brand Value at All Levels of the Organization
• Show the Key Impact of a 1% Price Increase and a 3% Cost Reduction on Margin and the Bottom Line of the P&L
• Inventory the Key Internal/External Pricing Forces
• Use the Pricing Wheel Model to Create a Matrix of Pricing Decision Influences
• Understand the Key Strategies of Perceived-Value Pricing and Value Pricing
• Use Customer Lifetime Value to Craft a Customer/Place Strategy
• Analyze the Points at Which Customers Come into Contact with Your Product, Service or Organization, and Manage Those Interactions to Augment Perceived Value
• Explain the Integrated Marketing Communication Model and Its Impact on the Marketing Communication (MarCom) Planning Process
• Determine when to Use Core Media Elements in the Communications Process to Be Effective
• Develop an Effective Media Plan Model
• Apply the Eight Chronological Steps in the Successful Development Process
• Implement the “Discovery-Driven Planning” Model

Marketing Strategy Building Blocks

• Define Marketing
• Establish How Marketing Fits into the Company
• Examine How Competitive Pressures Have and Will Change the Marketplace
• Explain How Strategic Models Must Evolve to Meet the Requirements of the Changing Marketplace
• Apply the SMART Bomb Strategic Approach to Your Marketing Strategy Development Process
• Describe the Total Purchase Cycle Model Structure

Identifying and Responding to Strategic Growth Opportunities

• Use the Growth Audit and Gap Analysis Models to Measure the Gap Between Long-Term Objectives and Current Company Performance
• Set Up the Enterprise Growth Segmentation Opportunities Identification to Identify the Most Business-Rewarding Segments
• Identify and Exploit Potential Growth Opportunities

Developing an Effective Customer Relationship Management Approach

• Describe How to Build a Customer Database
• Blueprint Customer Contacts
• Define Key Research Methods to Measure Customer Satisfaction
• Pinpoint the Need for Accessibility and Responsiveness
• List the Key Elements to Reaching Out with Communications and Programs

New Product Evaluation

• Discuss the Core Reasons for Developing and Investing in New Products and Services
• Outline the Key Parameters of the New Product/Service Matrix
• Use the Discovery-Driven Planning Model to Understand How to Identify Major Projects to Invest in or Discard

Designing Life Cycle Strategies: Incorporating the Psychographic Perspective

• Describe the Basic Product/Service Life Cycles and the Application of Psychographics to Each Stage
• Discuss the Product/Service Life Cycle Strategic Elements and How They Differ per Each Stage of the Life Cycle
• Illustrate the Key Strategies for the Different Psychographic Groups
• Demonstrate Core Elements of the Growth Strategies Matrix
• Apply the Growth Strategies Matrix Sectors in Your Strategy Development Process

Managing Brand Value

• Define Exactly What Branding and Brand Management Are
• Create, Maintain, or Improve Brand Positioning
• Strategically Manage Tactical Programs to Fit the Brand
• Maintain Brand Integrity
• Manage Brand Value at All Levels of the Organization

New Perspectives on Place: Redefining Your Customer Orientation

• Pinpoint the Value of a Lifetime Value of a Loyal Customer Analysis
• Discover the Added Revenue Opportunity from Increasing Retention of Current Customers
• Review the Cost of Lost Customer Impact
• Distinguish Added Revenue from Decreasing Alternative Usage Rates
• Discuss How the Buying Structure Has Been Changed Through the Use of the Internet

Strategic Approaches to Pricing

• Review the External Uncontrollable Pricing Forces Impacting Strategy
• Discover Internal Controllable Pricing Elements
• Understand the Key Strategies of Perceived-Value Pricing and Value Pricing
• Define a Competitive Pricing MatrixTM

Integrated Marketing Communications

• Describe the Core Communication Model of Marketing
• Determine When to Use Core Media Elements in the Communications Process to Be Effective
• Cover the 3-D View of Advertising Strategy Trade-Off Model
• Identify How the Promotion Model and Various Customer Groups Are Impacted By Various Mix Elements in the Purchase Behavior Model