Overview
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Learn how to craft a winning marketing strategy that really reaches customers.
Syllabus
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Introduction
- Welcome to this course
- The brand as a strategic unit of analysis
- Umbrella versus distinct branding
- Defining a customer
- Customer loyalty
- Customer acquisition
- Customer retention
- Balancing acquisition and retention goals
- How to define your category
- Leadership and earn-share strategies
- Acquisition leadership strategy
- Retention leadership strategy
- Retention earn-share strategy
- Acquisition earn-share strategy
- Understanding customer needs in your category
- Selecting a core or dynamic belief for your brand
- Deciding whether to change importance or perception
- Developing an impactful value proposition
- Aligning execution to customer behaviors
- Product and service alignment
- Pricing alignment
- Channel distribution alignment
- Communications alignment
- Strategy integrated marketing metrics
- Next steps
