Training Agenda

Program Outline

Session One

Dealing with your company’s major business challenges and opportunities

• Managing and marketing in the age of uncertainty and turbulence
• Reasons why traditional marketing is becoming less and less effective
• Adopting a new definition for Marketing
• Re-inventing your marketing
• Why you need two marketing departments
• Managing Marketing as your growth engine
• Involving your customers in co-creation
• Marketing to stakeholders – not just customers
• Applying the Value Based Matrix to determine your market standing
• Understanding the difference between Marketing 1.0, 2.0, 3.0
• Getting your customers to “love” your company over competition

Session Two

Searching for new ideas

• Building your innovation strategy and control system
• Exploiting the major sources of new ideas
• Using the new tools for consumer research

Improving your branding power

• Your brand must be more than a name
• Avoiding a possible “brand bubble”
• The role of social media in shaping your brand image
• Branding commodities
• Using brand journalism and primal branding for a competitive advantage
• Measuring brand effectiveness

Agenda

Certificate Training Session – “Value Driven Marketing”, at Romanian Athenaeum

CEO Dinner

Exclusive Power Dinner* (Special Session for: CEO’s, Chairman’s, Finance & Marketing VP’s, Validated Companies and Sponsors) – „Increasing Shareholder Value”, at Hilton Athenee Palace

Entry based on an application validated by the organizer and implies a separated cost.