Consumer Marketing Strategy
Curriculum

Consumer Marketing Strategy is built around three stages in the lives of brands, with attention given in each stage to the role of service in shaping the customer experience, including:

STAGE 1: BREAKING NEW GROUND IN PRODUCTS AND SERVICES

Understanding the origin of new categories
Knowing when to adopt a radical position
Deploying the power of disruptive positioning
Deciding when to use—and not to use—stealth marketing
Recognizing opportunities in crisis

STAGE 2: MANAGING A BRAND'S TAKEOFF PHASE

Acquiring customers amid growing competition
Identifying and cultivating the brand's allies
Foreseeing how and when positioning should evolve
Managing markets as networks and building buzz

STAGE 3: MANAGING BRAND MATURITY
Managing a commodity without cutting the price
Designing retention strategies
Turning customers into members
Revitalizing the language of the brand

COMPETING ON SERVICE AT EACH STAGE
Recognizing the service-wrapper element of each offering
Controlling the customer experience
Making the customer a coproducer
Articulating the service vision
Designing the service operating model

During the examination of each life-cycle stage, case studies are used to illustrate both successful and unsuccessful marketing strategies associated with highly recognizable brands. From this in-depth case analysis, participants learn valuable lessons about the contingent conditions under which various traditional and nontraditional approaches work.