2007-03-21

Andrew Sherratt Master Class April 3 rd, 2007

Home/News IIB/Andrew Sherratt Master Class April 3 rd, 2007

 

Master Class Outline:

"Getting Value from Marketing - How Marketing Expenditure Increases Shareholder Value". The master class will link the activities of Strategic Marketing with the creation of shareholder value with

particular reference to brands and communication.

 

Key Presentation Areas

Justifying investment in marketing assets

– Intangibles and shareholder value

Marketing accountability

– Using robust metrics for measuring marketing

Developing sustainable competitive advantage

– Marketing strategies that can create economic value

– Growth through a marketing ‘ladder of growth’

The creation of shareholder value and customer value through branding

– Building brand equity

– The basis of the offer to the customer: positioning, brands and the value proposition

– Brand decisions and their significance for competitive advantage

The nature and role of communications

– The importance of and approaches to integrating communications

Timing:

13.30 - 14.00 - Participant Registration

14.00 - 14.15 - Welcome Address, Dr. Mertens, IIB President

14.15 - 15.50 - Master Class - Presentation

15.50 - 16.00 - Coffee Break

16.00 - 17.30 - Master Class Discussion

17.30 - 18.00 - CIM PPD Presentation

Target Audience:

Master Class is aimed at marketers, working in national or multinational companies, dealing with

decision-making on strategic level.

About trainer:

Self employed training and company development consultant offering communication training to improve business relationships to business throughout the UK.

Teaching Chartered Institute of Marketing Professional Certificate, Professional Diploma and

Professional Postgraduate Diploma.

Price:

480 hrn

Place:

51 Dehtyarivska str., International Institute of Business. (044)4563700

For registration and more information please contact:

Olena.Khairutdinova@iib.com.ua

80503110657 - Helen