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Workshop: Marketing in Action

This workshop aims to provide an overview of the fundamental principles of market analysis underlining successful marketing strategies.

Learning outcomes

  • By the end of the workshop participants should be able to:
    • understand the strategic nature of marketing and international competitive advantage
    • appreciate the need for market analysis and marketing information systems
    • understand the contribution of innovation in achieving marketing success.

Key topics covered

  • Marketing Strategy: Developing a Sustainable Competitive Advantage
    • International Competitive Arena
    • Importance of Strategic Planning
    • Continuous Competitive Analysis
    • Creative Thinking: Competitive Advantage through Marketing
  • Fundamentals of Market Analysis
    • Marketing Information Systems: Design and Practical Implications
    • Selecting Suitable Market Opportunity
    • Designing a Workable Analytical Framework
  • Marketing Strategies: Innovative Approaches
    • Marketing Objectives
    • Marketing Strategies
    • Implementation of Effective Marketing Strategies
  • Learning Approaches
    • The day is structured as a combination of presentations and case studies.