During the program you will explore a business context shaped by globalisation, economic change, customer sophistication, competitor initiatives and other market forces. Through market analysis, you will see how customer insights are generated and turned into a competitive advantage. We explore segmentation through customer needs leading to the development of compelling value propositions. You will gain insights into practical pricing opportunities and address communication challenges in a world shaped by social media. With tools, techniques, live examples and best practices, this is a practical program for improving the marketing and customer focus of your business.
Content and Structure
To maximise the impact of your learning, you will carry out some preparatory work on customer focus including a gap analysis of your own organization. Selected readings will identify the value of customer insight so that you are ready to hit the ground running in the residential phase of the program.
The program includes expert input from tutors with tutor-led discussions on key topics, current case studies, best practices, illustrations, an experiential challenge in data interpretation, quizzes and group exercises.
Key topics covered:
Mega-trends and market challenges – appreciating how market forces will impact on you and your customers
Market analysis – exploring the signals for the future unwittingly given by your customers, considering the impact of competitive activity and identifying your own strengths and opportunities
Leveraging customer understanding – identifying insights and converting them into compelling value propositions at a price that delivers profit to your organization
Market implementation – developing a marketing plan, addressing customer communications and planning for loyalty
Planning for results – a short sharp session giving you time for your own practical application to ensure you turn your ideas into effect for your business
Whilst at Ashridge, you will distil and record your key action objectives
Six weeks after the residential phase of the program, tutors will facilitate a virtual follow-up session for the group to review your actions and support you in making further progress
You are also given continued access to your online program portal and Virtual Ashridge content for six months after your residential stay
This program is a module of our Advanced Management Program.
All Ashridge Open Programs are taught in English, find out how we can help you to improve your English.
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“Very good program starting at the beginning, giving insights to consider what is driving customers. Helps set up the strategy, describe the strategy and to execute it.”
Dirk Weber, Business Development Manager, Pentair Haffmans
“Great insight and learning, I would definitely recommend the programme.”
Graeme Campbell, Director of Strategy, BrightHouse
“A great relevance course, nice mix of high level overview and heeps of practical advice.”
Jon Regan, Head of Business Integration Centre, Thames Water
“Well paced, easy to absorb and instantly actionable learning.”
James Copeman, Vice President – Sales, Oxford Analytica
“Excellent programme. I will be back to learn more of what I already thought I knew.”
Alan O’Prey, Strategic Accounts Director, MJ Quinn