| Title: | Marketing Driven Competitive Advantage formerly - Responding to Market Dynamics |
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| Dates: | May 13-14, 2008 or November 11-12, 2008
Registration Deadline: 3 weeks prior to program start date Late Registration (within 3 weeks): Contact Registrar' Office to check space availability. |
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| Duration: | 2 day program: 8:30 am - 4:30 pm | |
| Faculty: | ||
| Cost: | $2300 (Spring ’08); $2400 (Fall ’08). Fee includes all program materials, breakfast, breaks, and lunch for each day. Team rates and alumni discounts available. Registration is not complete until payment is received. | |
Texas Executive Education
Executive Education :
Open Enrollment Programs : Marketing Driven Competitive Advantage
Marketing Driven Competitive Advantage
Dr. Kapil Jain Also Teaches:
Description
Markets in high technology contexts are highly dynamic in ways more
than just the evolution of the underlying technologies. Business managers
in such situations need to understand the various drivers of such changes
and their manifest impact on the profit potential of current and alternative
strategies.
This course will provide participants with useful frameworks for understanding
the dynamics in their markets. It provides tools for participants to
use in developing a path toward profitability that is synchronous with
changes in the market.
The course is positioned as a foundation for designing market-based
strategy in turbulent environments and is targeted for business unit
managers (i.e. those dealing with singular or few product-markets).
Topics
- Structural changes (competitors, customer segments, complementors, etc.) in the market and identify opportunities for new ways to differentiate.
- Assess markets from the perspective of “fits”: company-market, company-product, and market-product.
- Market entry-timing, market diffusion rates and estimating the cost of delay in market entry.
- Product and brand management in turbulent environments
- Pricing management with a view to generate customer and firm value - focus on building customer relationships with a long term focus
- Optimal channel management in turbulent environments
- Financial implications of marketing strategy
Key Benefits
- Understand the key drivers of market dynamics and principles for identifying new market opportunities
- Develop skills necessary to evaluate the fit of the marketing program to firms' business strategy and the changing environment
- Identify key marketing strategy ideas including product management, pricing, and distribution for today's competitive environments
- The return on investment on a firm's marketing strategy
Continuing Education Units
Participants earn 1.4 continuing education units (CEUs). A certificate of completion will be presented from Texas Executive Education.
