Marketing & Branding
Overview
Day 3 of the Five-Day MBA Programme shifts focus to marketing strategy and customer engagement through branding, essential components for driving business growth and building lasting relationships with customers. In today’s fast-paced and highly competitive markets, understanding how to position a brand, engage target audiences, and respond to market changes is critical. This session covers key marketing principles, digital marketing trends, and customer-centric strategies that help businesses stay relevant and competitive.
Throughout the day, participants will delve into the development of a strong marketing strategy, brand positioning, market segmentation, and how to use data to enhance customer experiences. Through practical exercises, case studies, and interactive discussions, participants will learn how to create compelling marketing campaigns and build sustainable customer relationships.
Learning Outcomes
Understand the principles of market orientation and customer-centric marketing.
Be able to conduct market research and use consumer insights to inform marketing decisions.
Gain practical experience in market segmentation, targeting, and positioning.
Understand how to build and manage a strong brand that resonates with customers.
Develop digital marketing strategies and learn how to engage customers through online channels.
Learn how to measure marketing performance and use data to improve future campaigns.
Understand customer engagement and retention strategies that drive long-term loyalty and success.
1. Introduction to Marketing and Market Orientation
Objective
To introduce participants to the core concepts of marketing, emphasising the importance of market orientation and customer-centric approaches.
Key Concepts
Defining marketing: The process of creating value for customers
Market orientation: Focusing on customer needs and delivering superior value
The marketing mix (4Ps): Product, Price, Place, and Promotion
The importance of aligning marketing with overall business strategy
Discussion Points
What role does marketing play in building competitive advantage?
How can a customer-centric approach drive business success?
Outcome
Participants will gain a foundational understanding of the role marketing plays in business success and the importance of aligning marketing activities with organisational goals.
2. Market Research and Consumer Insights
Objective
To provide participants with tools and techniques for conducting market research and gaining insights into consumer behaviour.
Key Concepts
The market research process Defining objectives, data collection, and analysis
Primary vs secondary research Understanding sources of data
Qualitative vs quantitative research methods
Consumer behaviour analysis Understanding what drives customer decisions
Case Study
Participants will review a case study of a company that successfully leveraged consumer insights to develop a new product. The group will discuss how research informed key business decisions.
Outcome
Participants will develop the ability to conduct effective market research and use consumer insights to make informed marketing decisions.
3. Building a Strong Brand
Objective
To provide participants with strategies for building and managing a strong, recognisable brand that resonates with customers.
Key Concepts
Brand identity vs brand image Ensuring consistency in messaging
The role of brand equity in long-term business success
Creating an emotional connection with customers Brand storytelling and authenticity
The importance of brand consistency across all touchpoints
Case Study
Participants will analyse a brand that has successfully established a strong market presence, discussing how the brand’s identity, values, and communication contributed to its success.
Outcome
Participants will learn how to build and manage a brand that engages customers and creates long-term loyalty.
4. Digital Marketing and Social Media Strategies
Objective
To introduce participants to digital marketing tools and strategies, focusing on how to leverage online channels to engage customers and drive growth.
Key Concepts
The rise of digital marketing An overview of the digital landscape
Key digital marketing channels Social media, search engine marketing (SEO and PPC), email marketing, and content marketing
Social media strategies Creating meaningful engagement and managing online communities
Metrics and analytics Measuring the effectiveness of digital marketing campaigns
Workshop
Participants will develop a digital marketing strategy for a real or hypothetical company, selecting appropriate channels and creating a social media plan to engage target audiences. They will also discuss the role of content marketing and the importance of storytelling in digital campaigns.
Outcome
Participants will gain practical knowledge of digital marketing strategies and learn how to develop and execute a successful online marketing campaign.
Additional Online Content
5. Market Segmentation, Targeting, and Positioning (STP)
Objective
To explore the process of segmenting a market, selecting target audiences, and positioning a brand to meet customer needs effectively.
Key Concepts
Market segmentation Demographic, geographic, psychographic, and behavioural approaches
Targeting strategies Differentiated, undifferentiated, and niche marketing
Brand positioning Developing a unique value proposition and competitive positioning
Positioning maps and perceptual mapping
Workshop
Participants will work in groups to develop a segmentation, targeting, and positioning strategy for a fictional brand. They will define target segments and create a positioning statement that communicates the brand’s value proposition clearly.
Outcome
Participants will gain practical experience in segmenting markets, identifying target customers, and crafting compelling positioning strategies.
6. Digital Marketing and Social Media Strategies
Objective
To introduce participants to digital marketing tools and strategies, focusing on how to leverage online channels to engage customers and drive growth.
Key Concepts
The rise of digital marketing An overview of the digital landscape
Key digital marketing channels Social media, search engine marketing (SEO and PPC), email marketing, and content marketing
Social media strategies Creating meaningful engagement and managing online communities
Metrics and analytics Measuring the effectiveness of digital marketing campaigns
Workshop
Participants will develop a digital marketing strategy for a real or hypothetical company, selecting appropriate channels and creating a social media plan to engage target audiences. They will also discuss the role of content marketing and the importance of storytelling in digital campaigns.
Outcome
Participants will gain practical knowledge of digital marketing strategies and learn how to develop and execute a successful online marketing campaign.
Conclusion
The content for Day 3 equips participants with essential marketing knowledge and skills, enabling them to create effective marketing strategies, engage customers, and measure the impact of their efforts on business performance.