Executive Advanced Master Classes

Content

Objectives

The key objective of the Marketing & Sales Optimisation course is to enhance your skills in developing a structured and market-based commercial strategy (for both commodities professionals and general strategists), giving you a clear methodology to create this strategy starting from working hypotheses and testing them continuously on the real market.

Key points

• Development of a clear methodology for the identification of market potential through the analyses of influencing factors and potential risks

• Development of a structured analytical approach for the analysis and design of the best business model for approaching a market

• Discussion of the traditional and innovative segmentation and sub-segmentation approaches, and the pros and cons therein

• Analysis of the key drivers for a successful offering, looking at both cost plus and value-based approaches

• Definition of a methodology for designing the best channel strategy, mixing traditional and innovative channels. Principles of channel-performance improvement (e.g. Irrational Customer Behaviour technique) are included

• Discussion of the guidelines for development of an effective communication plan, addressing brand and product communication for the various segments

• Fundamentals of setting up the key business systems (e.g. from the commercial back-office to the incentive systems)

Learning outcomes

This course will enhance your capability to develop a market-based strategy, and help develop the mindset to test and adapt it based on ongoing input from the market.

Pedagogical approach

This is a case-based course whereby participants structure their learning activities in response to a specific real-world challenge. As such, the course offers an opportunity to develop both subject-specific and transferable skills. As a result of the challenge-based learning approach, a new mindset for the development of commercial strategy is presented in an intuitive way with the minimum of theoretical concepts.

Who should attend?

The course is designed for professionals, executives, consultants and professionals involved in Marketing and Sales decision-making and strategic planning, and those who have an interest in sharpening their analytical approach to commercial strategy development.

For further information, please contact:

Executive Education Department
+4420 7443 8800