Marketing is the intensive preoccupation with the customer, his needs and wishes, his unsolved problems and his willingness – through the launch of new technologies and services – to participate in new markets. Marketing aligns all company processes, the thinking and actions of an organization, to customers and customer benefits. For this, it needs concepts, instruments and systems. It needs a customer-oriented corporate culture. And it requires a lot of instruments to actually implement marketing measures successfully.
This seminar takes you on a systematic journey through the world of marketing. It offers you a comprehensive look at marketing with a special focus on what has become more important during the last few years – direct marketing, online marketing, digital marketing, search engines and social media.
- Executives looking for a comprehensive up-date of modern marketing techniques
- Managers in the areas of market analysis, market research, marketing, sales and distribution
- Those responsible for customers, customer segments and products or product lines, brands, sales channels, profit centers
- Executives from outside marketing who want to improve their knowledge of marketing
- The overall system of marketing
- Classic and Digital marketing
Always start with Customer Needs
- Understanding the market
- Digital market analyses
- Market and competitor analyses
- Inventing new customer benefits
Success in the Marketplace
- Creating new demand through innovation
- Actively selling – sales management
- Customer satisfaction, customer retention, customer loyalty
Strategic Marketing Concepts
- Target marketing
- Positioning, differentiating
- Brand strategy, brand management
- Product, service and solution strategies
- Sales and distribution strategies
- Pricing and conditions policy
- Communication strategy
- Developing your own sales model
- Establishing a superior sales process
Direct Marketing, Online Marketing
- Building up and optimizing direct marketing activities
- How to be found by search engines
- Referral marketing thanks to social media
- The importance of a brand to the business of your company
- Market strategy and market launch
Marketing strategies and sales management
- How Marketing strategies are developed
- What do marketing strategies mean to sales management?
How to create a sales and distribution strategy
- Content of a sales & distribution strategy
- Developing a sales or distribution strategy
- Digital sales channels
Sales management concepts
- How to optimize value to the customer
- Utilizing customer potential even better
- How can you manage customer relations?
- How can you win back lost customers?
Registration, Administration, Enrollment
St. Gallen Business School
CH-9000 St. Gallen
Phone: +41 71 225 40 80
Announcement, Confirmation, Hotel
Please complete and return the attached registration form by e-mail or post.
All announcements are accurately checked, in order to set up interesting groups.
After checking the announcement you will get a written registration confirmation and the bill for the course fee as well as detailed information to the hotel and arrival. In case of an overbooked course we will contact you immediately. Hotel reservations are directly carried out by the participants. You benefit from a very reasonable seminar flat rate. Carefully selected hotels favour a stress-free learning atmosphere.
Please note that partial participation in a course is only possible after consulting the study direction.
Course Fee, Hotel costs, Topics
The course fee (plus VAT, depending where the seminar takes place) includes tuition and all course material. Hotel charges as for example accommodation, breakfast, subsistence of the hotel or conference center are not included. These charges are billed by the Hotel directly to the participants. Of course it is possible not to spend the night at the seminar hotel. In that case you pay the daily delegate rate directly to the hotel as well. The daily delegate rate of the conference centers in London, Boston and Shanghai is billed directly by the St. Gallen Business School and forwarded to the conference center.
The course fee is charged after the registration and has to be transferred by 6 weeks before the seminar starts.
Please note that missed lectures due to tardiness or absence are not refunded and cannot be made up later. It may be necessary to apply minor changes to the program in order to guarantee a successful course.
Due to the participation of the seminar you will get a seminar certificate.
Information to the Seminar Hotels
More information regarding our seminar hotels you can find directly on the internet (www.sgbs.ch).
Change of Booking, Postponement
If attendance at a seminar has, for compelling reasons, to be postponed, an administration fee of CHF 300.- will be charged. A re-scheduling is possible only up to 6 weeks before the start of the seminar, and only once. Seminars and parts of seminars not attended are forfeited. In the case of booking changes later than 6 weeks before the start of a seminar, following re-scheduling fees will be billed: up until 4 weeks prior to the start of the course, 20% of the course fee; up until 2 weeks prior to the start of the course, 40% of the course fee; up until 1 week prior to the start of the course, 80% of the course fee. In case of a later re-scheduling the entire seminar fee is forfeited. Alternatively, a booking for a substitute participant can be made up until 4 working days before the start of the seminar. For booking a substitute participant, an administration fee of CHF 300.– will be charged.
If a participant is obliged for compelling reasons to change a booking for an individual seminar part so as to attend this in another session, then a change in booking fee of CHF 300.- will be charged. The participant should be aware, that in this case program adaptations or alterations may occur. Please therefore contact us 10 days before the start of the seminar in order to talk the seminar program over for preventing program overlaps.
Cancellation / Withdrawal
The cancellation of an enrolment (a complete withdrawal) is possible up until 3 months before the start of a seminar with-out charge. In the case of a cancellation (complete withdrawal) up until 8 weeks before the start of the seminar, 20% of the course fee will be charged, in the case of a cancellation (complete withdrawal) up until 6 weeks before the start of the seminar, 40% of the course fee will be charged. After this time, the entire course fee is to be paid as a forfeit, unless provision has been made via re-booking for a substitute participant.
The booking of a replacement participant or deputisation is to be made at the latest 4 working days before the start of the seminar. In the case of booking a replacement participant, an administration fee of CHF 300.- falls due. In principle, seminars may, due to force majeure or because of an insufficient number of participants, be cancelled by the organiser at short notice, however only up until 3 weeks before the seminar start, without being liable for compensation for any resulting consequences.
Insurance, Liability, Price Changes
We recommend that you take out cancellation insurance policy covering cancellation due to illness and other occurrences. Likewise, it is the client’s own personal responsibility to insure against or cover all possible damages or losses which might either directly or indirectly arise from the attendance at a seminar. No matter whether it is due to accident, illness, personal liability, theft, cancellation of the seminar by the organiser, or from damage resulting from the use of the imparted Management knowledge on the part of any participant or the company appointed to us. Any liability on our part is expressly precluded. All matters are subject to Swiss law, the place of jurisdiction is St. Gallen. By the publication of new prospectus / brochures, all previous details pertaining to contents, speakers and prices cease to be valid.