Seminar Introduction

Based on the Confucian principle:
"I hear and I forget, I see and I remember, I do and I understand."
all seminars provide participants with the opportunity to explore and use several strategic marketing concepts. In addition, these unique "hands on" experiences provide participants with an opportunity to use a wide array of marketing decision-making tools to analyze, plan, implement and control their marketing programs.

The Internet Marketing Seminar reviews the use of the internet, intranets, extranets, intranets, and supranets by firms to improve their competitive position. The seminar focuses on the use of the Internet and the World Wide Web to augment the marketing strategy of a firm.

The Strategic Market Planning Seminar focuses on marketing strategy development and covers the use of the Boston Consulting Group (BCG) and General Electric (GE) strategic grids and the related Profit Impact of Marketing Strategy (PIMS) project findings.

The Market Segmentation Analysis and Positioning Seminar covers several market segmentation methods, the strategic use of market segmentation, and positioning concepts. Competing participant teams will use sample geographic, demographic and psychographic segmentation data to position their brands relative to competitors and to develop a coherent marketing strategy.

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Seminar Features

Competing participant teams in all seminars will:

• explore strategic marketing concepts
• assemble a marketing tool kit
• analyze marketing opportunities and performance in a marketing simulation

Participants will use a variety of simple-yet-powerful pc-based marketing decision support packages to:

• analyze their current market position
• formulate a coherent marketing strategy
• plan, implement and control their marketing programs

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Seminar Outlines

Internet Marketing Seminar

Successful use of the internet to augment the marketing program of a firm requires a knowledge of:

• the target market
• the competition, market, and external marketing environments
• Internet user characteristics / behavior
• Internet technology potential
• the unique interactive nature of the many-to-many Internet communication medium
• integration of marketing efforts in the marketplace and marketspace
  

  This seminar will provide marketing managers with the opportunity to explore the use of the internet, intranets, extranets, supranets and intronets by firms to improve their competitive position. Participants will check the likelihood of success of marketing various offerings via the internet using an interactive web-based application of the Internet Bullseye Marketing Model (IBM).

  The impact of the Internet on traditional marketing concepts will be reviewed. Technographics (Forrester Research) and Internet VALS (SRI) will be used to segment markets in the marketspace, and to supplement traditional psycho-geo-demographic and other traditional segmentation methods in the marketplace.

  Participants will learn how the RS Model (Harvard) is used by firms to develop content-, context-, and/or infrastructure-based strategies to create customer-perceived value in the marketspace, and to strengthen their competitive position. In addition, they will apply the ICDT Model (INSEAD) to develop web-based information-, communication-, distribution- and/or transaction strategies. Further, they will explore how the Internet can be used to move consumers through the cognitive, affective and behavioral stages of the sales cycle (Response Hierarchy Models).

  Physical and virtual value chains will be used to discuss the creation of customer-perceived value in both the marketplace and marketspace, and to improve the firm's competitive position. Internet marketing exemplars Dell Computers (B-to-B) and Amazon.com (B-to-C) will be used to illustrate mass-customized one-to-one marketing, and to review 30 website development stages and required skills.

  Seminar participants will learn and apply the above Internet marketing concepts to existing firms (in small groups) and to present their group recommendations. Internet Marketing resources will be provided.

  Topics covered include:
  

• Internet, Intranets, Extranets, Intronets and Supranets
• Internet Impact on Marketing Concepts
• Internet Bullseye Marketing Model (IBM)
• Creating Value in the Marketspace
• RS Model (Harvard)
• ICDT Model (INSEAD)
• Physical & Virtual Value Chains
• Value Matrix
• Technographics, VALS, VALS 2, and i-VALS
• e-Retailing Best Practices
• Value-added Internet Marketing
• 1:1 Marketing
• Website Development Stages

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Strategic Market Planning Seminar

Optimize (maximize) the overall performance of the brand portfolio while maintaining cash in balance.

Use static, comparative static and dynamic analyses of the brand portfolio to:

• Check internal balance of the brand portfolio
• Look for trends
• Evaluate competitor brand portfolios
• Consider other relevant factors
• Develop alternative target portfolios
• Check financial balance

  Topics covered include:
  

• situation analysis
• marketing opportunity analysis
• marketing control
• product life cycle analysis
• Boston Consulting Group (BCG) Product Portfolio Analaysis
• General Electric (GE) Strategic Grid
• Profit Impact of Marketing Strategy (PIMS) Project Findings

  Additional optional topics (extended seminar) can include:

• market segmentation analysis and positioning
• sales forecasting
• proforma analysis
• marketing control

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Market Segmentation Analysis and Positioning Seminar

Topics covered include:

• market segmentation methods
• market segmentation strategies
• strategic use of market segmentation
• product positioning maps
• consumer density distributions
• Values and Lifestyle Analysis (VALS)
• positioning strategies

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Seminar Benefits

Advantages of Marketing/Business Simulations


Marketing/Business Simulations offer many advantages:


• they allow for learning in all areas of management
  • goal setting
  • strategy formation
  • tactical decision-making
• a wide range of analytical tools/techniques can be taught and applied
• participants learn to work with, and through, others
• participants are active throughout, not passive as with other teaching methods
• participants gain experience without paying the price of wrong decisions in a real-world setting
• time can be compressed with years of business activity simulated in days or weeks
• feedback is immediate
• simulations bring excitement to the learning experience
• simulations allow participants to experience something rather than just talk about it

Marketing/Management Training Program Benefits


Marketing/Business Simulations can be used in Marketing/Management Trainging Programs to:

• orient and train new managers/employees
• screen current or would-be managers
• impart ongoing marketing/management training
• give new managers opportunities to gain decision-making experience
• avoid the firm risking the consequence of a wrong decision
• screen current managers/employees who are about to be promoted
• impart good analytical and decision-making skills
• assess and teach behavioral skills in group decision-making
• achieve continuing marketing/management development
• sharpen decision-making skills
• experiment with strategies that executives might fear using without a trial
• learn new analytical tools/techniques
• identify areas in which further training is needed
• correct bad habits
• gain insights into other areas of the firm's operations
• provide experience by actively engaging the participant in decision-making
• identify errors in judgment/decision-making
• suggest corrective action

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Recent Seminar/s

Boston Network
Strategic Market Planning Workshop
Bangkok, Thailand
June 26-27, 2003





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Who Should Attend

The Internet Marketing Strategies Seminar is designed for managers who wish to develop and sustain a competitive advantage via the Internet.

The Strategic Market Planning Seminar is designed for managers who wish to enhance their strategic market planning skills.

The Market Segmentation Analysis and Positioning Seminar is designed for managers who wish to enhance their market segmentation, target marketing and positioning skills.

Computer expertise is not necessary.

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Past Seminar Participants

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Go to: Current & Past Participants

Marketing Institute of Singapore
Strategic Market Planning Seminar
August 5-6, 1997

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Marketing Institute of Singapore
Strategic Market Planning Seminar
June 13-14, 1995

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Marketing Institute of Singapore
Market Segmentation Analysis & Positioning Seminar
June 15-16, 1995

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Hong Kong Institute of Marketing
Strategic Market Planning Seminar
July 1996

Partial listing of participants

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Marketing Institute of Singapore
Strategic Market Planning Seminar
August 4-5, 1994

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Administrative Staff College of India
Marketing Strategy and Management Program - 44
August 3, 1992

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Marketing Institute of Singapore
Strategic Market Planning Seminar
November 21-22, 1991

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National University of Singapore
Marketing Management Executive Development Program
November, 1991

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Go to: Executive Education

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