Marketing Academy Program ‘Leveraging marketer skills’

Marketing Academy Program‘Leveraging marketer skills’

Team Marketing Structure

Program Phase

Pre-Assessment

Program Assessment

Program Delivery

Operationalization Program

Program DeliveryProgram reguler Program akselerasi

Program Assessment

Tes tulis Wawancara Focus Group Discussion

Pre-Assessment

Data kinerja Wawancara (sampling)

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

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

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

AdvanceStrategic

IntermediateAdaptability

BasicKnow Who (Company, Customer, Competitor)

Brand Management

Marketing Management

Consumer Behavior

Relationship Marketing

Marketing Communication

BASI

C

6 materi

4materi

2materi3

materi

3materi

18 session

Materi Content Method Output Duration

Consumer Behavior

Marketing 101

• Segmenting – Targeting – Positioning – Differentiation – 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



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 environmental forces that affect the company’s ability to serve its customers

1 session


Brand Management

How Strong is Your Brand?

• Building strong brand• Understanding 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 communication 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



Relationship Marketing Paradigm

• 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



IMC – The Basic

• IMC concept and the process of marketing communication 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



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



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

Brand Management


Consumer Behavior



INTE

RMED

IATE

3 materi

3materi

2materi3

materi

3materi

14 session


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, Organizational and Households decision making

• To utilize knowledge of the decision making to enhance strategic action marketer

1 session



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


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 Communication Management• Driven Channel Management

1 session



Knowing Your Organizational Market

• Situational Analysis of Organizational Markets

• Participant can analyze the organizational 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



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

Brand Management


Consumer Behavior



ADVA

NCE

2 materi

4materi

2materi2

materi

2materi

12 session


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



Marketing Action

• Implementation of Marketing Strategy

• Participant can analyze how to implementation 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


Brand Management

Repositioning The Brand at Changing Landscape

• 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



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



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

Telp: 021 845 90010 021 843 04579

Fax : 021 845 90211 HP : 0811.2030.230 (Ivan Ahda)

0811.800.800.9 (Ria Ariyanti)Email : [email protected]

[email protected] : www.rumahperubahan.com

mailto:[email protected]

Documents

Marketing Academy Program ‘Leveraging marketer skills’