Marketing Director: effective management methods

Programme

Organising and managing the marketing department: effective solutions

The marketing unit and staff

• Marketing structures: advantages and disadvantages
• Marketing staff: success lies in the job title and specialisation

How and how much to pay marketers?

• Job descriptions and business processes
• Marketing planning: structure and procedures
• Marketing budgeting: what needs to be calculated?
• Monitoring execution of the marketing plan
• Analysing the effectiveness of results, calculating ROMI, the marketing evaluation matrix

Workshop: Choosing priorities, developing a marketing evaluation matrix (main performance indicators of the unit), calculating ROMI

Marketing research in the marketing director's work

• Method for analysing the external marketing environment for the purpose of developing strategic and tactical marketing plans

• The practice of marketing research: types of research, frequency and forms of organisation
• Sources of marketing information about the market and competitors
• Algorithm for conducting research in-house
• Working with research organisations: developing a terms of reference for research. Sources of risk in commissioned marketing research and ways to minimise them
• Assessing competitiveness (of the enterprise, of the product). Method for assessing key success factors

Workshop: Solving a case: assessing the impact of the external environment on the company's activities: main risks and opportunities

Modern segmentation and assessing market potential

• Problems of choosing segmentation criteria. Basic criteria for segmenting consumers in B2B and B2C markets
• Algorithm for selecting target customer segments of the market
• How many segments can the company serve at the same time?
• Compiling and comparing «profiles» of consumer segments
• Forecasting potential market capacity

Workshop: Segmenting consumers to identify the optimal (target) consumer segment. Analysing the «profile» of the target consumer and defining the main competitive advantages for the commercial offer

Marketing strategy and sales channel management in the marketing director's work

The new marketing strategy

• Types of marketing strategies
• Developing a «Blue Ocean» strategy
• Creating non-competitive strategies: how to find free market niches?
• Rules for developing successful strategies

Workshop: building the enterprise's strategy canvas

Managing sales channels

• Technology for optimising the sales network: the marketing approach
• Methods of finding new customers: industry and regional specifics
• Incentives and pricing in sales channels: special discounts and motivation methods.
• Planning sales growth taking into account contribution margin and the planned discount during a promotion
• Evaluating promotion effectiveness (methods)

Workshop: Assessing the attractiveness of a region for developing the sales network, calculating promotion effectiveness

Optimising the product portfolio and pricing policy: practical methods

Pricing: the marketing approach

• Perceived value: main components for justifying the price of a product (service). Main pricing factors. Setting goals
• Pricing options for a new product (service). PSM methods for measuring price sensitivity
• Pricing methods in industrial and consumer markets
• Price elasticity of demand and its application
• Important points in conducting a price war. Prevention methods
• Pricing in sales channels: discount matrix, recommended prices, pricing by geographic zone

Workshop: Calculating a discount to optimise order size, the PSM method. Case

Product strategy: optimising the product portfolio

• Range management as a regular process. What the books «forget» to write about
• Identifying the TOP range within the range. Methods of analysing the product portfolio. Analysing sales statistics to set priorities in range development
• Multidimensional ABC analysis. The BCG matrix and its application
• Assessing the attractiveness of market niches by the range «cross-section of the market»
• Main stages of the new product development process — world and Russian practice

• Criteria for selecting candidates for removal from the range. Liquidating dead stock and excess stock

Workshop: Analysing the product portfolio, defining success criteria for a new product and positioning goods and services

Media planning. Choosing the main channels of influence

• Media planning in terms: difficulties of understanding
• Overview of the main advertising placement channels
• Television
• Radio
• Press
• Outdoor advertising
• Internet
• Principles of building the Media Mix

Workshop: Choosing media channels for a case

The effectiveness of quality PR

• PR as part of marketing planning. Main functions and areas of responsibility
• External PR: media, business presentations, participation in associations and chambers of commerce, joint projects with the authorities
• Corporate PR: working with partners
• Communication channels and PR tools
• Media: press releases, comments, press conferences, media database, comments, interviews
• Developing media relations. What the press expects
• PR texts: types, rules of composition, effectiveness. The GKChP method
• 10 rules for writing a striking headline

Workshop: Developing a press release