The contemporary focus of strategic planning in the organization is on value creation. The organization holds no purpose other than that of value creation for its multiple stakeholders, and we will discuss how to define and measure the various dimensions of value and how to make sure that we do have a purpose. You will come out of this session with a much better notion regarding how to “think strategically,” how to identify and organize the firm’s resources and exploit opportunities and respond to threats in the environment, and the key issues of strategy implementation, or “where the rubber meets the road.”
By attending, you will learn:
- Fundamentals of creating and executing a marketing strategy – how it creates customer value and how that translates to the overall customer relationship and to profitability;
- “Thinking strategically” versus tactically - thinking strategically is about establishing a direction for the marketing function of the organization, consistent with the overall mission and designed to advance the firm’s vision;
- Processes of internal and external situation assessment, including both segment and “SWOT” analysis;
- Development of “SMART” objectives;
- Identify and choose among strategic marketing options stated in terms of products and markets, and some implementation issues;
- Strategy evaluation.
Instructor: John B. Lord, Ph.D., Saint Joseph’s University Professor
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