Program Overview

Marketing is all about creating and exchanging value. Success, from a marketing perspective, depends on an organization’s ability to create market value by designing and managing successful exchanges.

Mastering Marketing Strategy is a two-day program plus a one-on-one session that will sharpen your marketing skills. This program introduces fundamental marketing concepts, frameworks, and tools that facilitate the development of successful marketing strategies and plans. Participants will not only be introduced to the concepts but will also practice using the frameworks and tools so that they can more easily apply the marketing concepts in their own organizations. We will explore the most important concepts of marketing strategy and the marketing mix, including target market analysis, strategic segmentation, value proposition design, and branding. 

 A follow-up one-on-one session will be available to each participant approximately two weeks after the two-day program. These sessions will take place virtually on Zoom. The one-on-one sessions will allow participants to receive targeted feedback on the marketing plans that they began developing during the program. Participants will be asked to submit their marketing plan to the facilitator in advance of the follow-up. 

• Program Highlights

  At the end of this program, participants will have the knowledge and tools required to:

  • Evaluate and formulate marketing strategies
  • Plan a segmentation and targeting strategy
  • Design a needs-based value proposition
  • Understand key elements of a brand strategy
  • Develop/Evaluate a marketing plan
  • Walk away with a template of ideas in what marketing strategy all encompasses

   

   

• Who Should Attend
  • Executives and Managers who are or planning on taking up marketing responsibilities
  • Business owners, managers, and professionals who are involved in strategy development and/or tactical implementation. 
  • Executives and Managers who interact with marketing and communication efforts
  • Professionals who manage strategic directions and marketing and communication plans
  • Marketing and Communication professionals looking to improve their strategic direction through effective marketing tactics. 
• What Is Included
  • All learning materials provided digitally through Canvas
  • A one-on-one call with the facilitator to receive feedback on your marketing plan 
  • Relevant marketing and strategy readings
  • Value Proposition Design (2014) by Osterwalder, Pigneur, Bernarda, Smith and Papadakos. 
  • The Marketing Plan Handbook (2018 or 2020) by Chernev
  • Certificate of Completion
  • Credential to add to your CV and LinkedIn Profile
  • 13 CPHR Saskatchewan Continued Professional Development (CPD) Hours

Instructor Profile

Marjorie Delbaere, Ph.D.

Marjorie Delbaere is a Professor of Marketing and Associate Dean of Research, Faculty Relations and Graduate Programs at the Edwards School of Business at the University of Saskatchewan. At the undergraduate level, Dr. Delbaere has taught Marketing Strategy, Consumer Behaviour and Services Marketing in addition to supervising honours students. At the graduate level, she has taught Marketing Theory, Marketing for MBA students and supervises master’s students in the MSc Marketing program. Dr. Delbaere’s program of research explores the interplay between the persuasive use of language and images (specifically rhetorical figures such as metaphors and analogies), often in the context of complex and controversial products. She has been awarded two major grants from the Social Sciences and Humanities Research Council of Canada for her work in the area of prescription drug advertising. Dr. Delbaere’s research has been published in refereed journals including Journal of Advertising, Social Science & Medicine, Psychology and Marketing and Marketing Theory. Before joining academia, Marjorie worked in marketing communications for Hewlett-Packard and Agilent Technologies in Germany.

Dr. Delbaere is originally from Winnipeg and is an alumna of the Asper School of Business at the University of Manitoba.