Marketing Excellence Fundamentals:
Understanding & Key Elements
Learning Objectives:
- Realize the importance of the “Brand” and Brand Equity
- Appreciate how to develop an effective business Situation Analysis
- Understand the brands true Drivers of growth and profitability
- Comprehend the differences between Objectives, Strategies and Tactics
- Understand the key elements of the marketing mix
Key Topics Covered:
- Category & Brand Situation Analysis (Growth Drivers, SWOT’s)
- Consumer Understanding (Segmentation, Consumer Insights)
- Strategic Platform (Strategic Imperatives, Strategies, Brand Equity)
- Annual Brand Planning (Key Steps & Flow)
