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Marketing Academy Program ‘Leveraging marketer skills’

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Presentation on theme: "Marketing Academy Program ‘Leveraging marketer skills’"— Presentation transcript:

1 Marketing Academy Program ‘Leveraging marketer skills’

2 Team Marketing Structure

3 Program Phase Pre- Assessment Program Assessment Program Delivery

4 Operationalization Program Program Delivery Program regulerProgram akselerasi Program Assessment Tes tulisWawancara Focus Group Discussion Pre-Assessment Data kinerjaWawancara (sampling)

5 Pre-Assessment Data kinerja  digunakan sebagai informasi yang akan digunakan saat membandingkan hasil assesmen dengan performa di lapangan Wawancara  – dilakukan kepada sampel (perwakilan) calon peserta program yang mewakili level dan performa peserta – Penggalian case study dan training need analysis Sampel yang dibutuhkan untuk wawancara: – Level pimpinan: 6 orang – Level staf: 4 orang Durasi pelaksanaan: 1-2 hari

6 Program Assessment Tes tulis & wawancara  digunakan untuk mengukur marketing knowledge dari peserta program (merujuk pada silabus program) Focus Group Discussion  peserta akan dikelompokkan dan diberikan case study untuk dipecahkan bersama. Case study yang diberikan digunakan untuk melihat respon peserta dan kemampuan analisa peserta terhadap problematika marketing di lapangan Durasi pelaksanaan: 2-3 hari

7 Program Delivery Program reguler  peserta akan mendapatkan pelatihan marketing berdasarkan kebutuhan/hasil asesmen yang telah dilakukan (susunan materi diberikan sesuai dengan silabus program) Program akselerasi  diberikan kepada peserta yang memiliki kebutuhan khusus (percepatan karir/matrikulasi) dengan durasi dan content yang lebih padat. Durasi pelaksanaan: tentative

8 Advance Strategic Intermediate Adaptability Basic Know Who (Company, Customer, Competitor)

9 Brand Management Marketing Management Consumer Behavior Relationship Marketing Marketing Communication BASIC 6 materi 4 materi 2 materi 3 materi 3 materi 18 session

10 MateriContentMethodOutputDuration Consumer Behavior Marketing 101 Segmenting – Targeting – Positioning – Differentiati on – Branding (STPDB) To explain and define the frameworks which STPDB as it affects and influences business activities 1 seesion The Basic of Human Wheel of consumer Income and Social Class Motivation and Needs To utilize knowledge of basic of human to enhance strategic action marketer 2 session

11 MateriContentMethodOutputDuration Marketing Management Marketing Core The process and component of management Core element of marketing & 4C To utilize knowledge of marketing core to enhance strategic action marketer 1 seesion Knowing Your Environment Marketing environment Participants able to describe the environment al forces that affect the company’s ability to serve its customers 1 session

12 MateriContentMethodOutputDuration Brand Management How Strong is Your Brand? Building strong brand Understandi ng of brand equity Conducting Research on brand To utilize knowledge of building the strong brand & brand equity to enhance strategic action marketer Paticipant can make mini research about brand 2 session Show Your Brand!! Developing communicati on on brand (plan and executing) Participant can develop communication on OT brand 1 session Brand Character New Wave Brand: Character Paticipant can build the new character of brand 1 session

13 MateriContentMethodOutputDuration Relationship Marketing Relationship Marketing Paradigm Getting the urgency of relationship marketing 1 seesion Sustainable Relationship Market as Network Nature of Marketing Relationship To utilize knowledge of sustainable relationship to enhance strategic action marketer 1 session The Power of Relationship Customer Value and The Value of Relationship Economics of relationship marketing To utilize knowledge of the power of relationship to enhance strategic action marketer 1 session

14 MateriContentMethodOutputDuration Marketing Communicati on IMC – The Basic IMC concept and the process of marketing communicati on mix The Value of IMC plans Relationship between study of consumer behavior and IMC plan To utilize knowledge of the basic of IMC to enhance strategic action marketer 2 seesion

15 MateriContentMethodOutputDuration Marketing Communicati on Promo & Ads Relationship between sales promotion and advertising To utilize knowledge of the promo & ads to enhance strategic action marketer 1 session Promo & Ads: Media AIDA & DAGMAR Classification of advertising Media types and media mix To utilize knowledge of media to enhance strategic action marketer 1 session

16 MateriContentMethodOutputDuration Marketing Communicati on Promo & Ads : Be Creative Creativity in Advertising Getting the insight of novelty advertising To utilize creativity of ads to enhance strategic action marketer 1 session Promo & Ads: Online & Event Online Marketing and Event Management To utilize online & event to enhance strategic action marketer 1 session

17 Brand Management Marketing Management Consumer Behavior Relationship Marketing Marketing Communication INTERMEDIATE 3 materi 3 materi 2 materi 3 materi 3 materi 14 session

18 MateriContentMethodOutputDuration Consumer Behavior Consumer Psychology Perception, Learning, and Memory Attitudes and Persuasion Personality and lifestyle To utilize knowledge of consumer psychology to enhance strategic action marketer 2 session How to Decide? Groups, Organization al and Households decision making To utilize knowledge of the decision making to enhance strategic action marketer 1 session

19 MateriContentMethodOutputDuration Marketing Management Be Prepare Strategic marketing management Marketing analysis Getting the urgency of strategic marketing management Paticipant can analyze the marketing environment and the core of marketing analysis 2 session

20 MateriContentMethodOutputDuration Brand Management How to Align Your Brand with The Marketing Mix? Aligning The Brand with Marketing Mix Participant can get the insight about the OT brand with the marketing mix 1 session Guiding Your Brand I Driven product Management Driven Price Management Demonstrating the participant is making a significant contribution to top line or bottom line targets from product, price, communication, & channel management 1 session Guiding Your Brand II Drive Communicati on Management Driven Channel Management 1 session

21 MateriContentMethodOutputDuration Relationship Marketing Knowing Your Organizationa l Market Situational Analysis of Organizationa l Markets Participant can analyze the organizationa l markets 1 session Knowing Your Customer Market Situational Analysis of Consumer Markets Participant can analyze the consumer markets 1 session Coopetition Approach to Create Synergy Effect How to Coopetition Approach? How to Create Synergy Effect through Coopetition Urgency coopetition To utilize knowledge of coopetition to create synergy effect 1 session

22 MateriContentMethodOutputDuration Marketing Communicati on Advertising Appropriation Factors Influencing Advertising Budget Methods of Advertising Budget To utilize knowledge of advertising appropriation to enhance strategic action marketer 1 session Advertising Business Ad Agency, Types of Agency Function and Selecting an Ad Agency Agency – Client Relationship To utilize knowledge of advertisining business to enhance strategic action marketer 1 session How Public Relations Work? Public Relation To utilize knowledge of public relationto enhance strategic action marketer 1 session

23 Brand Management Marketing Management Consumer Behavior Relationship Marketing Marketing Communication ADVANCE 2 materi 4 materi 2 materi 2 materi 2 materi 12 session

24 MateriContentMethodOutputDuration Consumer Behavior Drive Your Consumer Consumer Value Delivery Strategies Competitive Advantage Through Customer Value Information Customer Value Determination Process To utilize knowledge of consumer value strategies, competitive advantage through customer value information, & value determination process to enhance strategic action marketer 1 session How to Measuring Customer Satisfaction? Measuring Customer Satisfaction Participant can make mini riset abaout customer satisfaction 1 session

25 MateriContentMethodOutputDuration Marketing Management Marketing Action Implementati on of Marketing Strategy Participant can analyze how to implementati on the marketing strategy through the marketing environment and the core of marketing before 1 session Be Aware Monitoring Market Performance The urgency of monitoring market performance Participant knowing how to monitor the market performance 1 session

26 MateriContentMethodOutputDuration Brand Management Repositioning The Brand at Changing Landscape Urgency of reposition of branding Knowing how to reposition 1 session Internal Brand Building Internal Branding Urgency of internal branding Knowing how to internal branding 1 session Building a Successfull Brand Portfolio Strategy Designing Brand Portfolio Strategy Knowing how to build a successfull brand portfolio 1 session Brand Valuation Calculating Brand Valuation and Profitability Knowing how to calculate the brand valuation and profitability 1 session

27 MateriContentMethodOutputDuration Relationship Marketing Evaluate Your Performance Evaluating Relationship Marketing Participant can evaluate relationship marketing existing 1 session The Future is Now Future of Relationship Marketing Participant can brainstrom and analyze the future of relationship marketing 1 session

28 MateriContentMethodOutputDuration Marketing Communicati on The Media Research Research Activities on Media Types Participant can make a mini riset of media research 1 session How to Plan The Media? Media Planning Participant can make a media planning 1 session

29 Telp: Fax: HP: (Ivan Ahda) (Ria Ariyanti) Website:


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