Competitive Dynamics and Strategic Marketing facilitated by Dr. Paris Cleanthous

Transcription

1 1 Competitive Dynamics and Strategic Marketing facilitated by Dr. Paris Cleanthous 31 October and 07 November :30 17:00 CIIM Limassol, 3-5 Chaidariou Str., 3020 execedu.ciim.ac.cy

2 2 Competitive Dynamics and Strategic Marketing Programme Overview This course deals with issues such as managing high and low-market share businesses, building effective differentiation, developing segmentation, the need to avoid smokestack industries and focus on knowledge intensive businesses. The business environment is becoming increasingly competitive as market growth slows, competition moves across national boundaries, and customers become sophisticated. In Europe in particular more and more companies are finding profitability extremely difficult to achieve. In these circumstances it is important to understand the market place factors that affect profitability, and how to manage customers and competitors, so that a business continues to flourish and does not fall into the trap of profitless prosperity. Designed for CEO s Business Owners Senior Managers Business unit managers Marketing Managers Other functional directors and managers Useful Information Dates: 31 October and 07 November 2018 Time: Venue: CIIM Limassol, 3-5 Chaidariou Str., 3020 (view map) Language of Instruction: English CYPRUS INTERNATIONAL INSTITUTE OF MANAGEMENT

3 3 Programme Focus Market and Customer Analysis Market structure and profitability, life cycle analysis, buyer behaviour Competitor Analysis and its importance Common mistakes in Market Analysis Understanding Cost Behaviour Competitor cost analysis, benefits of scale and focus How companies lose cost advantage Building Customer Loyalty Value perception rather than customer satisfaction Profit impact of customer Profit impact of customer retention Customer Relationship Management Why C.R.M. frequently fails How to avoid the pit-falls Developing Pricing Strategy Importance, Framework, Trends, Mistakes Value based pricing Case Feedback and Discussion Categorising Businesses by Salient Strategic Characteristics Description of four types of business Managing the Different Types of Business When and how to go for market share, market segmentation When and how to develop a strategy of accommodation How to manage a high-share business When to exit a market Difference between marketing and strategic segmentation Trends in the 21st Century Implications for Cypriot businesses Key Outcomes Understand the relationship between market structure and profitability Know how to evaluate buyer behaviour Have a framework for competitor analysis

4 4 Benefits for you Recognise the importance of competitor cost analysis and understand how to do it Appreciate the importance of customer satisfaction, customer loyalty and value perception Are aware of the limitations, and common dangers with, C.R.M. Benefits for the organisation Understand the relationship between market Understand trends in pricing (particularly in the E.U.) and how to develop an effective pricing strategy. Recognise the fundamental strategic characteristics of their own businesses. Understand the implications of these characteristics for future management of these businesses. Develop an appreciation of the way in which the business environment is changing. Trainer Dr. Paris Cleanthous is an Associate Professor of Marketing and Strategy at the Cyprus International Institute of Management (CIIM). He is also the Director of the MBA and MPSM programmes at CIIM. Prior to his appointment at CIIM, he was an Assistant Professor of Marketing at New York University s Stern School of Business and a Lecturer at the University of Cyprus. He has also held positions at the International Monetary Fund, KPMG and Korea University. Dr. Cleanthous received his Bachelor of Science in Economics and Mathematics from the University of Michigan, Ann Arbor. He then continued his studies at Yale University where he received his Master of Arts, Master of Philosophy and Doctor of Philosophy in Economics. His fields of teaching and research are strategic innovation, marketing strategy, competitive advertising and market research. He has consultancy experience in market research, product innovation, new product targeting, positioning and promotion. He also has consultancy experience in governmental and academic forums. Participation fees and Registration Gross Fee: 550,00 HRDA Subsidy*: 238,00 Net fee (after subsidy): 312,00*

5 5 *To be eligible to apply for the HRDA subsidy you need to meet the following criteria: You are working as employee on a full time basis under a company that is registered in the Registrar of Companies in Cyprus Both yourself and your company submit the relevant contributions to the Social Insurance and Industrial Training Scheme Your participation is invoiced to and paid by the company You attend at least 75% of the programme s duration You meet the participant profile of the programme Your company submits the respective HRDA application to CIIM *No VAT is charged due to CIIM s non-profit status. Fees include tuition, educational materials, lunch, coffee breaks and refreshments. Special Discounts 10% Discount 15% Discount -Early booking discount for registrations submitted 2 months prior to commencement of the programme. -CIIM students and Alumni after the subsidy or 25% discount on programmes which are not subsidized by the HRDA. Terms and Conditions apply. -2 registered employees attending from the same organisation. -3 or more registered employees attending from the same organisation. -Unemployed individuals on the fee before the subsidy and can remit their payment in instalments. Additionally, they will have the opportunity to liaise with CIIMs Careers Consultant and register their details in the Executive Recruitment Database. Terms and Conditions apply. Contact Us For more information on our open programmes or on our customised learning solutions, please contact: , execadmin@ciim.ac.cy