Competitive Strategies for a Global Marketplace

Overview/Description
 With the changing economic landscape and trends toward globalization and technology, companies need to develop new strategies to effectively compete in the global marketplace. To stay competitive in today's marketplace, companies need to shift their focus from selling products to meeting needs. This course starts by painting a picture of the changing economic landscape and the new consumer. It continues by presenting ways of locating new marketing opportunities, improving marketing performance, and differentiating your offerings. It then discusses the advantages of web-based marketing and provides you with Internet marketing strategies to maintain a competitive edge in the changing marketplace.

Target Audience
 Mid- to upper-level marketing managers, advertising managers or directors, brand and product managers, corporate and strategic planners

Expected Duration
2.5 hours

Lesson Objectives:

Adapting to the Changing Marketplace

  • recognize the benefits of adapting marketing strategies to a changing economy.
  • match the new marketing practices with corresponding examples.
  • match the drivers of consumer behavior to corresponding examples.

    • Creating New Opportunities

  • recognize the importance of creating new marketing opportunities.
  • match the types of new marketing opportunities with their examples.
  • choose the correct level of marketing performance shown in an example.
  • determine the type of company and level of marketing performance of a company in a given situation.
  • match the three value-driving strategies with examples of each.
  • determine the value-driving strategies demonstrated in a given description.

    • Competing in the Electronic Marketplace

  • recognize the benefits of using the Internet as a competitive marketing tool.
  • match the on-line sales advantage and the traditional sales advantage with their appropriate examples.
  • determine the advantages and disadvantages of buying, selling, and marketing through electronic channels in a given scenario.
  • match the steps for developing an Internet marketing strategy with their examples.

    • Course Number: MKT0231