Marketing Forum

Saturday
9:00 am to 6:00 pm

The Marketing Forum is a one-day seminar-program to open your eyes about special topics in the marketing profession. The Marketing Forum is part of the topics under the Marketing Diploma Program, as an additional source of knowledge in specific, specialized areas of marketing.

Crisis Marketing and Brand Turnaround: Prepare your tools needed to fight marketing wars with limited budgets. Understand the strengths of various well-funded brands and learn from their weaknesses. Through Crisis Marketing and Brand Turnaround, discover how despite the foundation of these brands, they encountered failures as well. Analyze the situation as small brands enter the battle. Narrow down the focus of attack and deliver the lethal blow at first strike. Acquire several techniques in reviving a dying brand and trigger a different buzz across the market.

Marketing ROI: Marketing ROI offers managers the tools and frameworks to measure the effectiveness of marketing programs, a key result being establishment of sustained brand equity that drives shareholder/stakeholder value creation as metrics rationalize marketing strategy and decision making. The lecture will illustrate the metrics for critical dimensions in brand loyalty that reveal how likely consumers are to switch to other brands, therefore indicate the staying power of brand equity. Marketing metrics will provide that elusive link between corporate marketing strategy and financial performance to ensure organization wide support for sustained capital and human resource investment in brand building.

Customer Experience Management:  CEM aims to enrich the brand experience of its most important customer base through more accurate response and efficiency to sustain brand differentiation and customer loyalty. Through effective customer data mining it can be used to customize and optimize marketing strategies especially for the most profitable customer segment, avoid waste of resources on less desirable ones. This means knowing who or what customers to run after, and whom to leave alone as doing the reverse is disastrous. This means keeping intimately in-touch with your desired customer base.

is the CCE Marketing Program Director. He brings with him 19 yrs of experience as an international footwear marketer having worked with major Italian (Cebo Italia) and German (Far East Grohmann Footwear H.K.) shoe making and trading companies buying from Vietnam, Thailand and China exporting to Europe since 1987. He has managed product development, merchandising, production, and sales in all these business endeavors.