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