Programme summary
Marketing is all around you - you are exposed to marketing in
almost everything you do. As a result, everyone and every
organisation seem to have an intuitive understanding of what
marketing is all about: marketing is about selling, advertising,
and promotion. Hence, marketing is just common sense. Is this
really true? Is that marketing all about? Do you really understand
the marketing management process? These are the questions which we
will address and debate in this programme.
Marketing is far more than just advertising and promotion; it is
first and foremost a strategic analysis of the market environment,
including customer, competitor, company, context and collaborator,
and then strategic execution of segmentation, targeting and
positioning.
Strategic marketing management is a powerful organisational
process to better reach and satisfy customers while increasing
profitability and productivity. It will also help a business become
more innovative and better penetrate a market.
Who is this programme for?
This programme is targeted at those who are concerned with
improving their personal or/and organisational performance in both
the private and public sectors, from either commercial entity or
NGOs. As connecting with customers broadly defined is relevant to
all sorts of organisations, anyone who needs to connect with their
customers or stakeholders should find it relevant and
stimulating.
Dates and fees
19-20 November 2020 24-25 June 2021
25-26 November 2021
The programme fee is £2,500 (exclusive of VAT). Fee includes
instruction, materials, lunches and refreshments.
For more details please
visit:www.jbs.cam.ac.uk/executive-education
Or contact us on:[email protected]
Stay in touch on Twitter:@CambridgeExecEd
Faculty Dr Eden Yin University Senior Lecturer in Marketing
Cambridge Judge Business School
Dr Ahmed Khwaja Professor of Marketing, Business & Public
Enterprise
Coverage of topics: This programme deals with strategic
marketing planning and
analysis. Topics covered in the programme include:
• Essence of marketing• Strategic marketing planning process•
Understanding consumer needs• Consumer decision making: system 1
vs. system 2 model• Analysing competitors and company• Strategic
segmentation and micro segmentation• Calculating market potential
and targeting• Perceptual map and brand positioning• Perceptual map
and brand positioning• Emotionalising your products• Creating total
experience• Value-based pricing
JBS Executive Education Limited. JBS Executive Education Limited
is a wholly-owned subsidiary of the University of Cambridge. JBS
Executive Education Limited is the limited company designing,
developing and delivering Executive Education from Cambridge Judge
Business School at the University of Cambridge.
© JBS Executive Education Ltd has copyright of all original
material contained in this flier (Version 6, May 2020)
