Strategic Marketing Presented by Richard Brooks. This can be offered as an In-house Short Course for your organisation. For further information please contact us on 0800 800 875 or shortcourses@auckland.ac.nz A 2-day Short Course with Richard Brookes When and where? Wednesday 3 October 2012:08:30 AM - 05:00 PM Thursday 4 October 2012:08:30 AM - 05:00 PM   Location - The Business School, Owen G Glenn Building 12 Grafton Road Auckland City Standard price - $1,895.00 excl GST Overview Strategic Marketing: Some Straight-Forward Questions • What is a marketing strategy today? • When do you change your marketing strategy • Why might it be more important to be fast than right? • How do you manage the process of changing your marketing strategy? Strategic Marketing: Some Not-So-Straight-Forward Realities "Strategy is the art of creating value. It provides the intellectual frameworks, conceptual models, and governing ideas that allow a company’s managers to identify opportunities for bringing value to customers and for delivering that value at a profit."  (R Norman and R Ramirez, Harvard Business Review, 1993) "…strategies decay in four ways – by being replicated, supplanted, exhausted, or eviscerated. And across the board, the pace of strategy decay is accelerating."  (G Hamel, Harvard Business Review, 2003) "Conventional wisdom holds that companies must offer their customers something truly unique in order to win their business and loyalty. In truth, successful businesses offer them something simpler but more important." (P Barwise and S Meehan, MIT Sloan Management Review, 2004) Topics Covered To help you craft better marketing strategies in the future, you will be challenged to think hard about issues such as: How marketing strategy is changing as a result of 4-Ps: pressure, performance, processes, and pragmatism – is there a new ‘dominant logic’ emerging? How marketing strategy is also changing as a result of the impacts and possibilities of discontinuous innovations and converging information technologies How firms leverage their market-based resources and capabilities How key marketing metrics to do with value, processes and outcomes are defined, measured and monitored How to manage the process of continuous marketing strategy change and evolution How you might deal with the above issues This Short Course is not a ‘how-to’ exercise in writing a strategic marketing plan. Who should attend Functional and senior managers, marketing professionals, consultants with a need to drive business growth Past participants in the PGDipBus (Marketing) wishing to refresh and update their marketing strategy knowledge Anyone wanting to evaluate and improve their marketing strategy thinking and initiatives These who have attended the Marketing Management Short Course Outcomes The purpose of this Short Course is to examine important issues associated with how firms improve their strategic marketing performance and positions of advantage in their chosen market ‘spaces’, and as conditions become increasingly uncertain and complex. In essence, this Short Course will help you to better manage the art of creating and sustaining value for your customers and other key stakeholders through an ever-evolving marketing strategy. Presenter Richard Brookes BCA (Victoria), MSc (London Business School) Richard Brookes is Associate Professor and Head of the Department of Marketing at The University of Auckland. Prior to becoming an academic he worked in marketing and market research positions with Unilever (NZ) and what is now Rover Plc., in the UK. His specialty subjects are marketing management and strategy, and he teaches mainly on the School’s executive programmes. He has received a University of Auckland Distinguished Teaching Award. His major research initiative is the Contemporary Marketing Practice project, in collaboration with other staff members here and overseas. It concerns the changing nature of marketing management theory and practice, including the impacts of e-commerce. A second research interest is the growing power of retailers and retail own-brands, and the changing nature of fmcg supplier-retailer relationships. His consulting activities include both private and public sector organisations. He is currently a Member of the Board of Trustees of the Performing Arts School of New Zealand.

Cancellation
Subject to unforeseen circumstances such as student demand and/or resource availability, The University reserves the right to cancel, or change the content, timing or method of presentation of any course.

All notification of withdrawals, transfers, and substitutions must be sent in writing via email to The University of Auckland Business School Executive Development Team at shortcourses@auckland.ac.nz. Full refunds can be obtained up to 30 days before the program start date. Due to the costs incurred for program preparation and administration, any cancellations or requests for transfers or deferrals received 14 days or less from the program start are subject to penalty fees as described below.

• More than 14 days notice: 0% Cancellation
• 7 to 14 days notice: 50% Cancellation
• Less than 7 days notice: 100%

If you do not attend the course and have not advised us in writing or by email before the start date the full fee will apply.

Transfers: Transfer requests must indicate the new dates and/or new program the participant wishes to attend.  If the transfer request is made at more than 7 days from the original course dates - a service fee of $300 is applied, but the 50% cancellation fee is waived. A transfer request made with more than 14 days' notice can be made with no penalty. Transfers are valid only within one year of the original program start date. Your current cancellation policy is intact until you have attended your Short Course or the original penalty will be imposed.

All participant substitutions are subject to the sole discretion of The University of Auckland Business School Executive Development team.  Requests must be submitted in advance and will be reviewed on an individual basis, based on participant qualifications and lead time needed for any program pre-work.

Full enrolment is non refundable under these conditions:

1. The registrant or substitute does not enrol in another program within one year of the original start date, and/or
2. The registrant or substitute defers or transfers more than two times.

* The University of Auckland Business School Executive Development team is not responsible for travel or related costs under any circumstances. Participants may want to consider purchasing trip cancellation insurance in the unlikely event that a program is cancelled or they cannot attend for personal or professional reasons.

** For any program with more than two iterations in an enrolment year, tuition is non-refundable after 2nd transfer.

Course Size
Numbers are limited, and enrolment is on a first-come-first-served basis.

Privacy
To keep you informed we will hold your name and address on file. Please advise us if you do not wish to receive further information.

Institute of Chartered Accountants
Chartered Accountants may care to consider this course for inclusion within their professional development programme for the year.

Sales and Marketing Institute of New Zealand
The University of Auckland Short Courses are an accredited education supplier for the Sales and Marketing Institute of New Zealand.

NZ Computer Society
The University of Auckland Short Courses that are IT related may count towards the professional development requirements of the NZ Computer Society.

Choose a Short Course from The University of Auckland Business School
The University of Auckland offers a range of high-quality leading edge Short Courses tailor made for business practitioners.

Each course is presented by an expert in the field - either a member of the staff of The University of Auckland, a visiting guest lecturer from overseas, or a local practitioner with specific expertise.

These are short, sharp, punchy courses that bring practitioners up to speed with a specific topic, act as a refresher course, and provide valuable networking opportunities.

Need a Short Course Calendar?
Email us at shortcourses@auckland.ac.nz or call 0800 800 875.

ENROLMENT FORM - Strategic Marketing

Standard price: $1,895.00 +GST ($2,179.25 incl. GST)

Wednesday 3 October 2012:08:30 AM - 05:00 PM
Thursday 4 October 2012:08:30 AM - 05:00 PM