Gesellschaft für Marketing

Segmenting travel's core customers

 

Source: https://www.mckinseyquarterly.com/Marketing/Strategy/The_trouble_with_travel_distribution_2932

Strategic Marketing in Action, April 23-27, 2012

Who
********
You are a mid-level or senior manager with strategic, marketing or commercial responsibilities and have at least 10 years of experience in different fields.

What
********
- Boost your strategic thinking about the evolving competitive landscape, understand how to co-create more value with your customers and capture more value with smart pricing
- Gain insights into drivers of customer value, behavior and choice, and align different stakeholders, such as employees and partners, to improve customer satisfaction and loyalty of your key accounts and most important customers
- Formulate a differentiated value proposition for customer-focused strategy and brand platform incorporating social media
- Meet the challenge of implementing your strategy and gaining internal support by demonstrating the financial value marketing creates in terms of Net Marketing Contribution

Dates
********
1st program: April 23-27, 2012 with 1 month pre-phase and 3 months post-module learning
2nd program: Oct 29-Nov 2, 2012 with 1 month pre-phase and 3 months post-module learning

 

Duration
*******
Phase I - 1 month (web-based)
Phase II - 5 days on campus
Phase III - 3 months (web-based)

Web
********
Find all information on http://www.imd.ch/sma .