m09 Managing the dynamics of marketing and sales
... for any plans, initiatives or challenges
Marketing efforts are of course critical to growing customers and sales - profitably.
But there are many things going on when we undertake marketing plans or initiatives, so outcomes are hard to predict - unless we have rigorous frameworks and models
We need to encourage 3 key customer behaviours - to start buying from us; to not leave us; to buy more while they are our customers.
And that's not just about promotional effort of course - price, and the benefits offered by our product or service are critical too.
See more about the content and value of the course here →
... and free preview lessons below
This short course shows how digital-twin, dynamic models can capture all of these interactions between our choices and customer responses, and so both plan andmanage effective efforts.
What is this mini-course about?
Split into bite-size lessons, this 1.5-hour mini-course explains:
... how exactly those 3 customer behaviours above actually drive changing sales and revenue
... how marketing the benefits or values of our product or service drive those behaviours as we want
... how price-elasticity really works, by affecting those customer behaviours
PLUS ... how the dynamic frameworks and models change when intermediaries are involved (retailers, dealers), or when you are marketing durable products or 1-time services.
Check out the free preview lessons below?
Who is this course for?
Senior marketing execs – who want a more reliable, practical and powerful approach to building sales and profits, through better planning and managing marketing plans and initiatives
Analysts and consultants – who want to support marketing decision-makers with rigorous models that play out those plans and initiatives.
Course Curriculum
Kim Warren
Kim is an experienced strategy professional, teacher and publisher of online courses and teaching resources on business modeling – fast becoming a main-stream capability for executives, consultants and business students. He also offers resources to help model non-business challenges, notably in health-care and international aid.
After senior corporate strategy roles, Kim joined London Business School, to teach on MBA and Executive programs. To overcome serious limitations with standard strategy methods, he developed the powerful strategy dynamics modelling method for designing and managing strategy for any organisation or challenge. Once a specialist skill, building these simulations is now easier, faster and more reliable than spreadsheet modeling. Such models mimic real-world behaviour and performance of businesses and other organisations with uncanny realism.
Kim is author of the prize-winning Competitive Strategy Dynamics (Wiley, 2002), a major strategy textbook Strategic Management Dynamics (Wiley, 2008), and summary e-book now widely used in MBA and executive teaching – Strategy Dynamics Essentials (Kindle, 2011). He is also co-founder of Strategy Dynamics Ltd, which publishes "serious games" and online courses exploiting the user-friendly modelling application, Silico.
