NRCA University | Future Executives Institute | Course descriptions |

Marketing

Instructor: Tim Calkins

Year 1
Marketing fundamentals

Marketing is the process of connecting products, services and ideas to customer needs. Every business has to think about marketing; an organization will only succeed to the extent it profitably meets customer needs.

In this session, we explore why marketing matters and review the core theories of marketing. These include segmentation, targeting and positioning, the four "Ps" and differentiation. We will discuss the two ways companies compete and how you can understand what your customer wants. We also will discuss why every customer is not a good customer.

Year 2
Building established businesses

For many business executives, the core business challenge is simple: grow a well-established business. In this session, we discuss how executives can use marketing to drive growth over time.

The session begins by highlighting why established businesses are so important; new businesses are exciting, but established businesses usually matter more. Next, the session presents a model for thinking about established business growth. Finally, the class reviews strategies for building an established business.

During the class, we will discuss how pricing and promotions can play a role in building profits. We also will discuss when particular strategies generally will work and when they will not; there is no perfect strategy for every business.

Year 3
Building strong brands

Brands are incredibly important. For many businesses, the brand is the most valuable company asset. A strong brand can help build and differentiate a business. A weak brand is a major problem. This program defines branding and explains why brands matters so much.

We will focus on positioning, a tool for defining how your brand competes in the market. Understanding positioning is essential for building a strong brand.

The session includes a four-step model for building your brand: a step-by-step process for thinking about and building a strong, differentiated and profitable brand.