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Performance Driven Marketing
| Duration: 3 days | 
|
| Schedule: 17th, 18th & 19th April 2012 | |
| Fees: €1,725 (UCD Alumni) €1,890 (Non Alumni) | |
| Programme Director: Prof. Damien McLoughlin |
The programme uses case studies, group discussion, interactive lectures, simulations and action learning to leave participants with a series of immediately actionable tools and the evidence and vignettes required to persuade other decision makers to apply them. Comprehensive coverage is provided of the full suite of marketing tools and concepts across consumer, service, technology and business-to-business markets.
Amongst the topics covered are:
- The Smurfit School Performance Driven Marketing Framework (c)
- Developing deep customer insight
- Building advantage through market segmentation
- Creating value through products and services
- Driving reputation and revenue through brands
- Capturing value through pricing
- Planning and integrating marketing communications
- Managing channel conflicts
- Customer Relationship Management and the Measurement of Life Time Customer Value
- Marketing, Live!
