MARKETING STRATEGIC 10-12 iulie, Hotel ROZMARIN - Predeal

MARKETING STRATEGIC

10-12 iulie, Hotel ROZMARIN - Predeal

Scopuri şi obiective

Cursul prezinta participantilor, intr-o forma atractiva si interactiva, conceptele si instrumentele de baza, necesar a fi cunoscute in demersul strategic de marketing al unei organizatii

Cui se adreseaza

Training-ul se adreseaza in principal persoanelor implicate in activitatile de marketing intr-o organizatie.
De asemnea, persoanele care, prin activitatile desfasurate, sunt implicate sau participa la fundamentarea si generarea strategiilor  organizationale  vor identifica o serie intreaga de aspecte interesante, activitatea de marketing reprezentand  un pilon de baza in  demersul strategic organizational.

Structura programului

Introducere

1. Definitii, Concepte de baza
2. Procesul de Marketing Strategic
3. misiune, obiective şi strategii organizaţionale, obiective si strategii de marketing.
4. Importanta formularii obiectivelor SMART in generearea unei strategii

Analiza oportunitatilor de Marketing

1. Analiza de mediu intern si extern
   • Analiza SWOT si analiza PEST
   • Analiza Lantului Valorii
2. Analiza competitiei
   • Analiza comparativa - benchmarking
   • Modelul celor 5 forte al lui Porter
   • Strategii  si avantaje competitive

Se vor detalia:

1. importanta raportarii la competitie in momentul formularii strategiilor
2. cum se face acest lucru?
3. Conceptul de avantaj competitive si cum poate fi dezvoltat acesta, in functie de pozitia ocupata in raport cu competitia: leader, challenger, follower sau activitate pe o piata specializata

Analiza de portofoliu a activitatilor unei organizatiei

1. Metoda matriciala de analiza a portofoliului de activitati a unei firma
2. Matricea BCG ca instrument de analiza

Segmentarea strategica si Selectarea pietelor tinta

Diferentierea ofertei si pozitionarea in piata – harti perceptuale

Dezvoltarea si lansarea de produse noi; Ciclul de viata al produsului

Planificarea Programelor de Marketing
     Strategii pentru mix-ul de marketing: strategii de produs , strategii de distribuţie, strategii de promovare si strategii de preţ.

CURSUL ARE UN PRONUNTAT CARACTER PRACTIC!!!

Agenda zilnica a programului:

ZIUA 1	ZIUA 2	ZIUA 3
Cazare incepand cu orele 13.00 Sesiunea 1: 17.00 – 20.00 -Deschiderea Cina: 20.00	Mic Dejun: 8.00-9.30 Sesiunea 1: 9.30 – 13.00 - Modul 1 Pauza de cafea15’: 11.30-11.45 Pauza de pranz: 13.00-15.00 Sesiunea 2:15.00 – 18.30 – Modul 2 Cina: 19.00	Mic Dejun: 8.00-9.30 Sesiunea 1: 9.30 – 12.00 - Modul 3 Pauza de cafea15’: 11.30-11.45 Pauza de pranz si eliberarea camerelor: 12.00

Nota: Programul este orientativ si poate suferi mici modificari in functie de grup si ritmul de parcurgere a temeticilor propuse.

PREZENTAREA TRAINERILOR

ALEXANDRU STAVRE BUCOI - MBA

Programe academice absolvite
PhD Programme in Economics, Academy of Economic Studies, Bucharest
Research theses: “Producers Behaviour regarding the commodities goods commercialisation” 
Master of Arts (MA), major in Marketing
Master of Business Administration (MBA), major in Marketing, graduated “Magna cum laude” from the Canadian MBA Program in Romania, GSM – Graduate School of Management,  
Master of Science (M.Sc.), Masters degree in Aircraft Engineering, with specialization in jet engines,  

1. Managing Organisational Change –CODECS
2. Teaching by the Case Method: Developing Discussion Leadership Skills, organised by Ecole des HEC, University of Montreal, Canada at the Graduate School of Management
3. Scholarship offered by the French Government
4.  Training in Market Economy, organized by JCI (Junior Chamber International), Blois, France Courses at Chamber of Commerce and Industry, Blois, Practical training within ERMETO – HYDEXO Company, Blois

Trainer and consultant

• Assessment canter, change management, strategic management (Cefin Romania, open trainings)
• DBM Romania Career Solutions International 
• Career advisor and outplacement consultant
• CODECS (Centre for Open Distance Education), the partner in Romania of the Open University
• Business School, London, UK – provider of distance learning education
• Tutor

Tutoring: - the BZT 751 Course, Management of Change the BZT 730 Course, Management of Performance and Change
Institute for the Companies Administration (IAI), organized with Faculty of Economic Studies, “Transilvania” University, Brasov within a “Tempus “ program

Lecturer

• courses: “General Marketing”; “Marketing in Services”; “Marketing Research”; “Marketing Strategies” within the DUSG program (University Specialized Management Diploma – postgraduate courses)
• specialized courses in “Marketing Research”; “Distribution Channels Management”
• training in Sales Techniques for S.C. Bramac S.r.l., Brasov (October 1999)
• courses: “Marketing in Services”; “Stock & Commodities Exchanges”
• seminar in analyze of the marketing data – SPSS software
• Canadian MBA Program in Romania, GSM – Graduate School of Management, Academy of Economic Studies, Bucharest
•  Invited Professor at HEC Montreal (Ecolle des Haute Etudes Commerciales)
• prepared the Marketing Management course to be teach in the  Canadian MBA Program
• assisted Canadian Professors for different courses in order to improve my teaching skills and increase my knowledge of marketing field
• participated as member in the jury charged with the evaluation of a master degree these for one graduate major in Marketing
• participated in a seminar regarding the Power Point software utilization for teaching purposes
• assisted the Canadian Professors (Mr. Robert TAMILIA, Ph.D., Marketing Professor, Universite du Quebec a Montreal; Mr. David LITVACK, Ph.D., Marketing Professor, Ottawa University; Miss Corinne Berneman, Ph.D., Marketing Professor, HEC - Montreal) for the “Marketing Management” and “Consumer Behavior” courses

CONFERENCES
Conference organised by IRI  Torino (International Research Institute) in the field of “Company reorganisation for the e-business”

1. presentation  subject: “How the marketing strategies has to be changed for the e-commerce”

Training and Consultancy Clients:

• Pirelli ,Holcim,DOMO,Billa ,ProSoft Solutions, BRAMAC, Sisteme de invelitori, DAEWOO, CEFIN, HEXOL , Lubricants, Randaldes Group, Brasov, MMM Consulting International, AFP Mkt, DBM, CODECS SA, AURORA , Knorr, Shell Gas, Campofrio, DHL, Omniasig, Banc Post