STRATEGIC MARKETING

MANAGEMENT

25 – 29 JULY 2011 (Jhb)

Programme Manager (Jhb): Anne Badcock (011) 717 3573

2 St David’s Place

PARKTOWN
Johannesburg
2193

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STRATEGIC MARKETING MANAGEMENT

Course Objectives

The strategic marketing five day programme presents a proactive approach which will enable participants to understand better the role of marketing directors and managers to improve the effectiveness and efficiency of their organisation’s marketing effort, thus improving the marketing orientation and profitability of the organisation.
This programme introduces specialist knowledge and thinking necessary to meet the challenges facing marketers in the current turbulent environment.

Course content

The marketing directors/managers are /

Who should attend?

This programme is intended to benefit marketing directors and managers as well as those directors who have some strategic marketing responsibility. Senior product managers, regional and area managers and other functional managers who are interested in strategic marketing will also benefit from the programme.
Fee
A signed application form is confirmation of your commitment to attend the Programme. The fee of R18 200 includes tuition, instruction material, lunches an refreshments.
In case of transfer, a supplementary fee of R1 000 (for administration expenses) will be levied.
There will be a 50% fee on all written
involved in three interrelated processes:
  • Internal analysis which includes marketing organisation, portfolio analysis and performance analysis.
  • The creation of strategic competitive advantage and how to compete globally.
  • The development of a strategic marketing plan and marketing implementation issues.
The following topics will be covered:
  • An overview of the strategic marketing process.
  • Marketing orientation improvement.
  • Customer analysis.
  • Segmentation and market development.
  • Competitive analysis.
  • Industry analysis.
  • Environmental analysis and scanning.
  • Performance analysis, marketing metrics.
  • Obtaining a sustainable competitive advantage.
  • Global marketing strategy.
  • The planning process.
  • Marketing implementation.
  • Marketing metrics
  • Product portfolio analysis
/ cancellations made within 2 weeks of the commencement date.
Cancellations made on the day the Programme commences will be charged the full fee.

FACULTY

RUSSELL ABRATT

B.Com (Witwatersrand) M.B.A (Pretoria) D.B.A (Pretoria)

Russell Abratt is Professor of Marketing (part-time) at the Wits Business School (WBS) and a Professor of Marketing at the Huizenga School of Business and Entrepreneurship at NovaSoutheasternUniversity. He spent 20 years as Head of the Strategy and Marketing area as well as Academic Director at WBS. Before entering the academic world, he worked as a Sales Rep, Brand Manager and Marketing Manager in the retailing and wholesaling sectors.

He has had consulting and training experience for many years and he has completed assignments for BMW, 3M, Pfizer, Dow Chemicals, BIC, HP, Microsoft, Nedbank, VW, and Unilever amongst others. Professor Abratt has also completed teaching assignments at leading business schools in Australia, the U.K., Netherlands, South Africa and the U.S.A. He has received a number of teaching awards.

He has had short- term consulting assignments in Russia, Ukraine, U.K., Australia, Poland, Zimbabwe, Kenya, Ivory Coast and China amongst others.

His research has been published in leading journals, including Business Horizons, Journal of Retailing and Consumer Services, Corporate Reputation Review, Journal of Product and Brand Management, Journal of Brand Management, Corporate Communications-An International Journal, Journal of Advertising Research, Industrial Marketing Management, International Journal of Advertising, Journal of Business Ethics, European Journal of Marketing and the Journal of Marketing Management amongst others .He is also the author or co-author of 4 books on Marketing and Sales Management. He also sits on the editorial review boards of leading international journals.

His areas of expertise include Marketing Strategy, Brand Management Sales Management and Corporate Reputation Management.

PROF GEOFF BICK

B. Sc. (Elec. Eng.) (UCT), B.Com (UNISA), MBA (UC, Berkeley), D.Phil (UJ), CM (SA)

Prof Geoff Bick is a Senior Lecturer in Marketing at the Wits Business School, and also Area Head of the General Management area.

Geoff initially worked in engineering on the mines and in industry. After completing his MBA in the USA, he joined Hayes/Hill, a firm of management consultants, specialising in marketing and strategy assignments in the engineering industry. After 4 years of consulting, Geoff joined ASEA Electric as Group Marketing Manager, which subsequently merged with Brown Boveri to become ultimately ABB. He then moved to XeraTech (now Xerox SA) to head their marketing operation, which he ran for several years before moving into Business Development during sanctions and then on to managing the Engineering Systems Division.

He has been lecturing part-time since 1982 on various adult education and post-graduate programmes in the fields of marketing, economics, and business policy. He joined the WitsBusinessSchool full-time in 2000, where he lectures Marketing to MBA and other students. His areas of specialisation include industrial marketing, the measurement of marketing effectiveness, and the impact of technology on marketing. His doctorate thesis was in the field of Customer Equity, the lifetime value of an organisation’s customer base. In 2005, Geoff was the recipient of the Wits Business School Lecturer of the year award. He has published in various international academic journals, including the Journal of Marketing Management, the Journal of Product and Brand Management, and the International Journal of Bank Marketing.

In his spare time, Geoff enjoys back-packing, playing league tennis, and long-distance swimming.