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MARKETING AND COMPETITIVE STRATEGY
  Marketing and Competitive Strategy COURSE PROFILE  

Aims and Objectives of the program

The program is designed to introduce the necessary models and frameworks used in effective competitive strategy. The techniques are then put into use by having groups, representing firms, compete against one another using computer-based simulation.

Advantages to a business career:

Not only are the formal methods of competitive strategy learnt, but also they are also immediately experimented with and put into practice. The simulation also allows for the behaviour and responses of "competitors" to be studied. An obvious advantage of the program is the fact it is as "real world" as a training program can be, and that everything is not only talked about, but also actually experimented with and put into practice. Any manager filling a decision - making position within an organisation that functions in a competitive environment has much to gain.
Who should attend
Any executive, manager or aspirant manager wishing to learn the disciplines, methods and tactics to outperform competition.
Program Content
  • The aims and concept of marketing
  • Organising and planning the marketing process
  • Analysing market opportunities and threats
  • Evaluating competitors
  • Strategy models and frameworks
    • Vertical Integration
    • Horizontal Integration
    • Diversification
    • Synergy
    • Cost Leadership
    • Differentiation
    • Optimisation
  • Defining a Strategic Position in the marketplace
  • Defining Strategic Competitive Advantage
  • Selecting Target Markets
  • Developing the Marketing Mix
  • Controls and Information Systems
  • Managing the marketing effort
  • Australia and the international marketplace
    and
  • Putting it into practice - Computer Based Simulation.
Program Outcomes
    On completion of this program you should be able to: ...

  • Maximise the effectiveness of you resources
  • Be successful by promoting your product/service to specific segments of the market
  • Understand how to evaluate your rivals and compete with them
  • Understand how to compete in the International marketplace
  • Understand marketing strategy and how to use it
  • Put it all into practice
Learning Format
The first two days will involve presentation of topics, class discussion, group assignments, and presentations from the work groups.

The third day will involve a computer based simulation in which the workgroups representing "firms" compete against one another for supremacy in market share and profits, using the strategy and marketing principles learnt in the first two days.

At the end of the competition, groups will make presentations as to the strategies they used and the lessons learnt. Finally, the presenter will present the competitive results and conclusions.
Practicality
The very essence of the program is use all the theory learnt, and apply it in highly practical fashion, using the simulation to compete as in the "real world".
Duration
Three days.
ENQUIRE TODAY
To obtain more information on how you can have this training delivered to your people please contact us.
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