2-Day Program

Marketing

A leading-edge look at the marketing process

About the program

This program provides a broad overview of marketing strategy and techniques that will enhance your ability to build powerful, innovative marketing plans.

Because every organization is faced with its own unique set of challenges, the Program enables you to evaluate alternate approaches and a breadth of concepts and frameworks. Queen's Marketing Program is structured to ensure relevance of content and sensitivity to the needs of both product and services marketing, as well as business-to-business and consumer marketing.

In this program you will learn to:

  • Develop a fully-integrated marketing strategy
  • Successfully undertake the process of branding and positioning
  • Use social media and digital story-telling to build your business
  • Effectively integrate public relations into your brand-building plans

Who should attend

This Program is designed for managers interested in learning more about the marketing function.

You might also be interested in: Sales Management, Strategy

Personal benefits

The concepts and techniques taught in the Program will enhance your marketing skills and increase your value to the organization

  • Create strategically aligned marketing plans that will drive profitable growth
  • Gain a better understanding of how all the elements of marketing come together to produce effective marketing strategies and plans
  • Strengthen your linkages to other functional areas
  • Learn how to generate and use important insights into your customer’s buying behaviour
  • Integrate current marketing tools and techniques into your marketing plan
  • Learn how to gain organization-wide buy-in to your marketing plan
  • Network with marketing professionals from a variety of industries across Canada
  • Learn how to lead a healthy and balanced life through the Program’s optional Lifestyle Component

Organizational benefits

Bringing new marketing concepts and practices into your organization will have a profoundly positive impact on your organization's performance

  • Increase the level of strategic alignment across functional areas
  • Create real customer value and drive profitable growth
  • Evaluate alternative ways to meaningfully differentiate yourself from the competition
  • Re-think your marketing mix to increase cost effectiveness, measurability and flexibility
  • Identify and respond to changing market trends
  • Align marketing and sales for enhanced performance

Program content

Queen's Marketing Program is structured to ensure relevance of content and sensitivity to the differing needs of product marketing vs. service, marketing and business-to-business vs. consumer marketing.

Program Preview:

Developing a fully-Integrated Marketing Strategy

  • Ensure alignment with the overall business strategy and gain support across the organization
  • Evaluate several strategic platforms and understand the profit drivers of each
  • Articulate your value proposition
  • Focus on value creation and eliminate activities that are simply drivers of cost
  • Create a market-driven organization through structure, culture and metrics

Branding and Positioning

  • Building customer value
  • Segmenting and profiling your customers
  • Identifying your most profitable segments
  • Honing your targeting, and understanding your product's tangible and emotional benefits
  • Techniques and tools for building a brand story

Social Media and Digital Storytelling

  • Tune your website for traffic and conversion
  • Tell compelling stories on a variety of social platforms
  • Protect your brand reputation through social listening
  • Use web analytics to understand digital ROI

The Role of Public Relations in Brand-building

  • Understanding the power of earned media versus paid media (advertising)
  • Harnessing the power of third part endorsement (implied or explicit)
  • Developing your key messaging
  • Getting the message out

Session leaders include senior professors from Smith School of Business and knowledgeable experts from industry. These outstanding teachers are constantly in touch with today's business world through real-world business experience, Board memberships and their own consulting practices.

Jay Handelman is Associate Dean of Research, Director of the MSc and PhD programs, and Associate Professor of Marketing at Smith School of Business. He has also served as Director of the Centre for Responsible Leadership.  He has conducted extensive research into the ways in which marketers integrate emotional, cultural and social responsibility dimensions into their traditional marketing strategies, and the ways in which these strategies benefit the organization.  He is also an expert on consumer activism and boycotts. His research has been published in several academic journals, including the Journal of Marketing, the Journal of Retailing and the Journal of Business Research.

Ken Wong is one of Canada's most frequently quoted business professors. He has worked with the Strategic Planning Institute at Harvard University and the Conference Board of Canada, and writes a monthly column for Strategy and periodically for Marketing and the National Post. He is a 2006 inductee into the Canadian Marketing Hall of Legends and past winner of the National Post's Leaders in Management Education award. He regularly judges "Canada's Best Managed Companies" and other competitions, addresses and consults with corporations around the world, and sits on a number of advisory/directorship boards

Enroll Now
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Speak to a member of our team.
Call 1.888.393.2338 or Chat live
Monday to Friday. 8:30 am - 4:00 pm EST

Upcoming Sessions

    Toronto, Ontario, Canada

    Smith School of Business Toronto Facility
    200 Front Street West, Suite 3020
  • Apr 3 to Apr 4
  • Nov 14 to Nov 15

Fees

$2,900 CAD (plus applicable taxes)

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Testimonials

Located in Canada?

Offset part or all of program fees through the Canada Job Grant

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