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Public Programmes

Marketing Master Class - Managing through the Life Cycle

Objectives

  • To help delegates develop a clear understanding of the need for long-term strategic direction at a product/operational level

Target Audience

  • Experienced marketers

Course Content

  • The course will be case study-driven, using the same product at different stages of its life cycle (see attached case study outline)

DAY 1:
Managing Through the Life Cycle

  • Strategic options at each stage
  • R&D, Introduction and Development
  • Brand Creation, Launch Pricing strategy and Segmentation and Positioning

DAY 2:
Managing Through the Life Cycle

  • Strategic options at each stage
  • Exploitation, Maturity, Decline
  • Product Development Strategy, Generic Defence, Resource Allocation and Pricing Strategy

Marketing Master Class Case Study

Group Session 1 - Pre-Launch Segmentation and Pricing

Scenario - New Product 18 months pre-launch
Tasks

  • To develop a balanced positioning strategy to optimise returns and market/segment share gains
  • To recommend a pricing strategy to best support the above

Group Session 2 - Development/Exploitation Phase
Scenario - 18 months to two years post-launch
Task

  • To develop a medium-term product development strategy

Group Session 3 - Maturity & Countering Prospective Generic Threat
Scenario - circa 3 years to patent expiry
Task

  • To develop a product marketing strategy for the period preceding and following compound patent expiry

 

18 May 2010 -
19 May 2010

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Strategic consultants with lots of experience. Strategic advisors who help with strong direction and planning

Global Director, Corporate Marketing

For course programmes or further details on any courses please contact us or call
01323 482208.

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