An examination of the makeup of the market, the role of marketing, sales, and customer service in the delivery, and relevant consumer behaviour. Topics include basic principles and key concepts related to the design and implementation of marketing efforts in service & product organizations. The goal is to develop and evaluate marketing, sales, and customer service plans. Discussion covers the marketing process and the development and analysis of strategic marketing plans.
Day 1
Customer service
Attaining customer satisfaction through quality measures
Customer Satisfaction and Loyalty
Day 2
Key loyalty measurements
Loyalty and profits
Customer satisfaction surveys
Day 3
The changing business environment
Preparation and self-organization
Day 4
The sales process
Marketing concepts
Marketing audit and planning
Day 5
Marketing communication and campaigns
The Product Life Cycle (PLC): A Strategic Approach
Marketing research