• Define Shareholder Value (SV) and learn how to achieve it
• Operate in a viable market
• Pursue a strategy which promises sustainable competitive advantage
• Identify market opportunities and position around them
• Become a skilled marketer 

• Marketing people
• Managers at all levels
• Sales & Marketing people who are interested to develop marketing strategies
• Those involved in the creation, implementation and management of value-based strategies
• People who are interested in present and future market developments and how to respond to challenges

Day 1

Marketing & Shareholder Value

• Introduction & Objectives
• Managing in the twenty-first century
• Success: shareholder value
• Marketing’s lost influence
• The shareholder value principle
• Approach to Shareholder Value
• Principles Of Valuation
• Shareholder Value
• Economic Value Added
• Financial Value Drivers
• Marketing Value Drivers
• Organisational Value Drivers

Day 2

The Marketing Value Driver

• A new Definition  of Mark
• Creating Customer Value
• Building The Differential Advantage
• Implementing Relationships With Customers
• Organisational Requirements
• The Customer-focused Organisation
• Strategic Position Assessment
• Assessing The Current Position
• Explaining The Current Position
• Projecting The Future Of The Business
• The Value-based Plan
• Strategic Objectives

Day 3

Building Brands

• The Role Of Intangible Assets
• The Role Of The Brand
• Brands & Shareholder Value
• How To Build Brands
• Organising The Brand Portfolio
• Pricing For Value
• Pricing Principles
• Setting The Price
• Adapting Prices To Customers & Products
• Price Management

Day 4

Value-Based Communication

• Communications & Shareholder Value
• Communication & Customers
• Developing a Communication Strategy
• Allocating across Communications Channels
• Valuing Communications Strategies
• Value-Based Marketing in The Digital Age
• The growth & Development Of The Internet
• Drivers Of Change In The New Economy
• Creating Value Through The Web

Day 5

Introducing  Services & Products via Internet

• Building The Brand On The Internet
• Value-Based Marketing in The Digital Age
• The Growth & Development Of The Internet
• Drivers Of Change In The New Economy
• Creating Value Through The Web
• Building The Brand On The Internet
• Future Perspectives

Rectus attendance certificate will be issued to all attendees completing minimum of 80% of the total course duration.