YoVDO

Building a Winning Enterprise Marketing Strategy

Offered By: LinkedIn Learning

Tags

Marketing Courses Business Strategy Courses Brand Management Courses Value Proposition Courses Customer Retention Courses

Course Description

Overview

Learn how to craft a winning marketing strategy that really reaches customers.

Syllabus

Introduction
  • Welcome to this course
1. The Brand Choice: Umbrella or Distinct
  • The brand as a strategic unit of analysis
  • Umbrella versus distinct branding
2. The Customer Choice: Acquire or Retain
  • Defining a customer
  • Customer loyalty
  • Customer acquisition
  • Customer retention
  • Balancing acquisition and retention goals
3. Business Category
  • How to define your category
  • Leadership and earn-share strategies
4. Four Ways to Go to Market
  • Acquisition leadership strategy
  • Retention leadership strategy
  • Retention earn-share strategy
  • Acquisition earn-share strategy
5. How to Change Customer Beliefs
  • 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
6. Changing Customer Behaviors
  • Aligning execution to customer behaviors
  • Product and service alignment
  • Pricing alignment
  • Channel distribution alignment
  • Communications alignment
7. Benchmarks
  • Strategy integrated marketing metrics
Conclusion
  • Next steps

Taught by

Marta Dapena-Baron and Madecraft

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