Marketing Strategy: Shaping up your Brand

Introduction:

In two days only, through a well balanced mix of case studies, exercises and lectures, this program gives a comprehensive overview of the key elements that can make your brand strong and sustainable. Learn how to create and communicate a value proposition that appeals to your customers, and how to maximize profit through pricing and marketing efficiencies. Understand how brands grow and gain global impact. Get together with other managers to learn what the best brands do and to develop your own intuitions and perspectives on marketing and brand strategies.

Key Learnings:

• The power of basic marketing concepts and processes
• Positioning of the brand
• Creating and maintaining a powerful and consistent brand image
• Managing effective and cost-efficient communication campaigns today
• Understanding the roles of distribution channels
• Setting the right price and avoiding price-based competition
• Diagnosing problems and organizing a brand turnaround
• Understanding the challenges that come with growth and maturity
• Turning an unknown local brand into a global leader
• Monitoring the health and success of a brand over time

Teaching Format:

Interactive story-telling, exercises with image-based and laddering interviews, experiments in class,“Carrousel workshop”.

Who should attend?

This course is suitable for CEOs, CMOs and other executive managers and marketing executives.

Lecturer:

Prof. Luc Wathieu, Ferrero Chaired Professor of International Marketing and Associate Dean of ESMT

Dates:

May 26th/27th, 2010 -  Four Seasons Nile Plaza, Cairo