One Day University | Creating an Effective Marketing Strategy: What Makes Great Brands Great?
Don Sexton / Columbia University Graduate School of Business
Marketing strategy sometimes is overlooked in small or medium-sized businesses. After all, there are so many other things to think about! Yet marketing strategy is often the key to whether or not a business succeeds. It’s much more than tactical decisions concerned with pricing and communications, marketing is first about crucial strategic decisions: Choosing customers on whom to focus and positioning your product or service to meet their needs better than competitors. If the marketing strategy is not clear, then efforts on pricing and communications may have no direction and be wasted.
In this intensive course, Professor Sexton will explain the successful marketing approaches that many successful companies employ. He will outline the importance of market segmentation and how it’s used to target the most attractive markets. He’ll show how to build strong marketing by linking segmentation and positioning. Branding – ie how you manage the perceptions of your customers – is often the main driver of marketing success. In a little over two hours, Professor Sexton will explain how strong brands are built. You should attend this program for ideas to improve your marketing strategy and the financial performance of your business. Even if your business is doing well, attend this program for ideas to improve performance even more!
SUNY Global Center – Global Classroom
116 E 55th St
New York, NY 10022