Financial Marketing Strategy

Trains participants on how to develop a marketing strategy and a marketing plan that fulfills specific business goals and ROMI. All elements of the marketing mix will be covered throughout the course: Product, Service, Brand, Price, Incentives, Communication and Distribution.
Primary Goal: Upskill the entire marketing organization and get them aligned around a consistent approach to marketing and delivering optimal value to customers, collaborators and the company.

Number of Modules: 10

Number of Participants Per Cohort
(Min – Max) : Up to 30

Introduction to Marketing Strategy and Defining the Business Goal

Introduces trainees to the fundamental elements of Marketing Strategy and its purpose in fulfilling the company’s business goals. Trainees will be introduced to frameworks that focus on value creation as well as delivering optimal value to Customers, Collaborators and the Company. The class will also introduce students to the framework around which a marketing plan can be developed and implemented.

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Segmentation and Targeting

Introduces trainees to the fundamental aspects of segmentation and targeting as well as how to assess target compatibility and attractiveness to identify the optimal target market for a product or service. Both tactical and strategic targeting will be covered with an emphasis on the importance of the customer profile to deliver more personalized, relevant and customer experiences.

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Managing Competitors for Sustainable Competitive Advantage

Marketers must master their products and understand the competition by knowing the game, its players, and managing competitive forces to protect the brand's profitability. This module introduces competitive strategies and frameworks, including Porter’s Five Forces.

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Brand Positioning and Developing a Value Proposition

This module covers the two core components of managing customer value: (1) the Value Proposition; (2) Positioning. Trainees will learn the inputs that create customer value and how to distill those benefits into the proper positioning of the offering for the target market. Trainees will also learn how to develop & write a Brand Positioning Statement in this module.

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Brand Management and Strategy

All aspects of Brand Management are covered in this module, including the significance and importance of Brand Culture, Brand Equity and calculating Brand Value. Strategies and Tactics for Building, Leveraging, and Defending Strong Brands will be addressed as well as the challenges inherent in Brand Management. Brand Dynamics (brand extensions, repositioning) and Brand Measurement will also be covered in this module.

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Marketing Intelligence

Companies collect data to track changes in customer needs, media, and technology for informed decisions. This module covers marketing intelligence, the five-step market research process, research methods, and when to use them. Understanding data collection, analysis, and actionable insights is crucial for marketers."

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Developing the Integrated Marketing Communications Strategy

This module teaches trainees how to develop an integrated marketing communications strategy, set objectives, communicate value, and measure success. It covers traditional and digital media, including TV, billboards, radio, print ads, social media, promotions, events, and PR, with a focus on strategic decision-making, message crafting, and channel selection.

Developing the Distribution and Channel Strategy

Distribution delivers a company's offerings to customers via intermediaries like distributors, wholesalers, and retailers—'collaborators.' The five Cs—Customers, Company, Collaborators, Competitors, and Context—plus elements like product, brand, and pricing, shape the distribution strategy. This module covers channel stewardship, its three core disciplines, and multi-channel stewardship.

Product, Pricing and Promotion

Pricing is the only 'P' of the 4Ps of marketing that a company fully controls and directly drives revenue, unlike product, place, and promotion, which are costs. Price reflects the perceived value of the product/service and influences production, distribution, and promotion. This module explores the complexities of pricing, including value-based pricing, price customization, sensitivity, and its economic impact on the firm. The goal is to train marketers to master these strategies.

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Writing the Marketing Plan

The marketing plan is a comprehensive document outlining business objectives, marketing goals, and the strategies to achieve them. As a growth function, marketing drives expansion by exploring new markets, opportunities, and customer needs. The plan focuses resources on high-impact growth activities, allowing room for innovation. In this module, we’ll cover how to write a marketing plan that drives growth and innovation, with a template provided for trainees to develop and measure success for a product or service.