Advanced Strategic Marketing
November 9 - November 10
Advanced Strategic Marketing (ASM) is a high-level, competitively intense workshop focusing on advanced marketing strategies and concepts. Three case-based major sessions include:
- Shaping Markets and Levers – An intense case based session looking at four or more global market leaders and how they were able to enter problematic markets. Introduces the unique 6X6 Matrix of Building Market Leaders©. This allows participants to understand implications for their own brands.
- Competitive Analysis – New approaches to competitive portfolio management and creating a competitive culture, using APPLES© methodology. Each person will also complete a KaRISMA© assessment on their own competitiveness, that allows them to identify specifically where they would benefit from improvement, across 6 competitive competencies and 60 behaviors or tasks that demonstrate these competencies.
- Master Branding– Learn to apply the 6 principles of master branding to the brand plan to extend the product life cycle and drive long term continued growth using a portfolio of strategically planned brand energizers to branded service programs to alliance marketing and more.
During the program, several cases from industry are presented to illustrate each of these aspects of ASM, then participants apply what they are learning to their own brands and market situations.