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Customer Focused Marketing: The Key to Unlocking Profits will provide you with a comprehensive grounding in the key marketing tools and knowledge, enabling you to contribute more effectively across the business. The programme focuses on:

Building the customer-focused organisation
How to get closer to customers through research and by aligning your organisation around customer groups, including managing global accounts.

Managing the customer experience
Understanding how to manage the customer journey by coordinating the firm's activities across the myriad of crossfunctional touchpoints; understanding
exactly how the customer decides to maximise market success.

Competing strategically
Brand roles and effective product portfolio management; business to business marketing; understanding competitive actions and reactions.

Brand positioning
Creating a unique selling proposition with relevance; getting strategic traction through your people; aligning the marketing mix.

Understanding consumer behaviour through market research
Linking market research to marketing decisions; drawing real insight from different types of customer feedback; implementing a market research programme in practice.

Capturing value
Selecting customers; capturing value through innovative pricing; converting
prospects into customers; defending established markets; measuring the results.

Live case
You will present your live case, a marketing problem unresolved in your firm, to be 'solved' by the class.

Pre-programme audit
You and your organisation will further benefit by completing a pre-programme audit to determine how customer-focused your organisation is. Using benchmarking across particular companies and industry sectors, you will be provided with the audit results and develop an action plan for implementation on your return to work

For further information on Customer Focused Marketing: The Key to Unlocking Profits, download the brochure. Alternatively email Sonia Fisher in our dedicated client services team or phone her on +44 (0)20 7000 7384

Customer Focused Marketing: The Key to Unlocking Profits programme overview

• Building the customer-focused organisation
• Creating value propositions based on deep customer insight.
  
  

• Experiential marketing
• Focusing action through customer research.
  
  

• Value pricing
• Defensive marketing.

• Global account management
• Managing customers for profits.
  
  

• Live case
• Marketing as strategy.