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Measuring and Managing Marketing Performance

Mastering marketing metrics for competitive advantage

15 October 2012 – 16 October 2012, Singapore

18 October 2012 – 19 October 2012, Indonesia


Why should you attend?

This two-day interactive workshop, replete with guided lectures, class exercises, team case studies and specific examples, systematically addresses the six dimensions of marketing performance--corporate, strategic, financial, organizational, research and creative—that combine into a marketing analytics framework that marketers can use to deploy the marketing mix with high degrees of professionalism and effectiveness in the marketplace. This culminates in a practical marketing mix model that combines online with traditional marketing. The lively case studies engage participants to cope with key learning points in a stimulating and challenging way.

Key Benefits:

  • Arm yourself with principles, models, tools and techniques to cut through the overwhelming deluge of data and media complexity facing marketers worldwide today and put practical, effective practices into place to optimize your company’s marketing performance in the marketplace.
  • Learn how to use marketing-related financial measures like Brand Equity to effectively communicate with senior management and to enhance you and your department’s status with them.
  • Able to achieve greater competitive advantage by using key marketing metrics along multiple dimensions to enhance your marketing’s effectiveness.
  • Equip with information and practices as well as pitfalls to avoid so as to pass onto others in marketing to improve internal marketing effectiveness.
  • 60 days post–workshop support via phone/email on workshop covered materials / topics

Who should attend?

Senior marketing professionals from manager-level to CMO, in either B2C or B2B businesses, in any industry.

Directors, Division Heads, Senior Managers, General Managers, Managers and specialists who are responsible for:

  • Marketing
  • Sales
  • Business Development
  • Marketing Communications
  • Product Marketing and Strategy
  • Branding
  • Direct Marketing
  • New Product Development
  • Digital Marketing
  • e-Commerce
  • Category and Shopper Insights
  • Social Media Marketing
  • Trade Marketing
  • Advertising and Promotion
  • Channel Marketing
  • Consumer Insights and Analyst
  • Market Analyst
  • Competitive Intelligence