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Marketing & Negotiation
WHO SHOULD ATTEND
Company directors and executives who have responsibility for marketing strategy or a desire to understand or evaluate such strategies, together with a need to negotiate contracts or deals in any aspect of the business.
WHAT TO EXPECT
This combined workshop provides an informative and practical executive workshop based on a combination of sound theory and practical experience.
Participation in this course will provide you with:
the tools to establish or evaluate a sound marketing strategy for your organisation or for a particular product or service.
the skills necessary to negotiate successfully in different situations and environments.
What is Marketing and why is it important?
The 4P framework
The Value framework
How criteria vary in the value chain
Customer satisfaction and customer loyalty
Market research : measuring customer perceptions
Strategic Marketing: choosing the Value
Product and market lifecycle
Tactical Marketing 1 : providing the Value & the value proposition
Product & service development
Tactical Marketing 2: communicating the Value
Brand and brand management
Sales channels and sales force
Sales promotion and Advertising
Competing in the global arena
Variation of approach needed for different target audiences
Sources of market research and marketing databases
Choosing the negotiation team
Establishing your BATNA
Setting your reservation price
Must haves, should haves and nice to haves
Assessing the other party's position and interests
Determining the other party's authority position
Conducting the negotiation sessions
Tactics to watch for and how to handle them
Documenting the agreement
Practical group negotiation exercises
Markets and customers
This course forms a part of the three day "Directing Strategy" module. The other units in the module (which can be taken separately if so desired) are: