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Building a Coherent Proposition

Short Marketing Course - Completed 2008

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How to get all the elements of marketing working in harmony.

Course aims

To explain ways to improve the performance of the product / service offering by balancing all the elements of the marketing mix so that “the sum of the whole is greater than the sum of the parts”.

Who will benefit?

Those with product/ brand / service responsibility, planners, owner-managers, new comers to marketing, marketing support staff, junior marketers, and those with marketing & sales responsibility who need to a sound basis to develop their business.

Why should you attend?

  • To understand and successfully use the marketing mix, applying to your own organisation
  • To improve marketing decision making by harmonising all the elements so that customers recognise consistency and coherence.
  • To define your unique selling point and how your organisation can deliver sustainable competitive advantage.

Key content

Unit 1 – The Marketing Mix – how the 4Ps work together.

  • Analysing the offering through the 4Ps
  • Product anatomy, the functional, service, enhanced and potential elements of a product /service
  • Customer’s perceptions come from all the elements working together (or not!)

Unit 2 – Achieving Competitive Advantage

  • The elements and importance of the service mix (3 extra Ps)
  • Determining your proposition and positioning
  • Defining your unique selling points (USP) and competitive advantage
  • Effectively communicating your USP and competitive advantage.
  • Writing your creative strategy