RIT Offers Course on Strategic Marketing in the Virtual World
Dates: March 24, March 31, April 14, April 21; 4:00 p.m – 8:00 p.m.
Location: RIT E. Philip Saunders College of Business (Bldg. 12), Room -TBD
Seminar Fee: - $995 for all sessions including materials, instruction, and meals
Description: Your business cannot afford to market the way it marketed just 2-3 years ago. The world of marketing has changed but has your strategy and attack plan kept up? Why not invest in yourself to understand the latest trends in terms of the Internet, tools, process, product commercialization and voice of the customer. You can’t afford to just sit back and wait. Sign up today and start moving in the right direction.
Objective: To teach the today’s current marketing trends/methods to business professionals in all industries. Topics include marketing strategy process, 4 P’s of marketing, adoption curves, digital marketing (Facebook, Second Life, blogs, etc.) and key trends effecting business today.
- To provide a thorough overview of the latest trends and tools effecting the virtual world of marketing. The class will understand the latest advancements through review of the marketing strategy process and case study analysis.
- To provide a set of pragmatic tools and processes that can be used to focus the organization externally on the market, the Internet, segment markets to help you identify market opportunities, manage the marketing mix, and manage new product commercialization.
Audience: Managers who have had little or no marketing background/training and are looking for the latest methods/tools to thrive in the new world of marketing.
Duration: 16 hours (four 4-hour sessions); these classes are “not for credit”
Registration: - Call 475-4535 to register or email dmasetta@saunders.rit.edu
Instructor: Professor Robert Boehner, Visiting Lecturer
Topics Covered:
- The virtual marketing environment
- The threat of outward value migration and active inertia
- Processes and tools for scanning the external environment
- The Market Strategy Process
- Internet Marketing
- Innovative approaches to market research
- Segmenting business and consumer markets
- Identifying target markets
- Differentiation and positioning
- Planning and executing the marketing mix
- Strategic branding
- Marketing role in the product commercialization process
- Capturing and synthesizing the Voice of the Customer
- Developing the Market Attack Plan
- Best and worst practices in new product commercialization
- Summary: Applying all 4 sessions to a business case
