Profitability and Marketing Strategies
While many organizations spend significant resources on marketing, some of them do not measure the impact of marketing strategies on profitability. Developing excellent financial performance metrics is critical and it would allow businesses understand the relationship between their marketing strategies and profitability better. In order to commence the process of identifying such metrics, a hands-on practical workshop should be conducted. The following is a summary of topics that could be discussed in a half-day workshop:
Performance Metrics, Strategy and Marketing
- Internal versus External Performance Metrics
- Marketing Profitability and Profits
- Managing Marketing Profitability — a Customer Focus
Profit Impact of Marketing Strategies:
- Market Growth Strategy, Market Share Strategy, Advertising Strategy, Customer Revenue Strategy, Channel Strategy
- Marketing Returns on Sales, Marketing Return on Investment, Evaluating Marketing Performance
CASE DISCUSSION: Case Study by Harvard University:
https://hbswk.hbs.edu/item/mobile-banking-for-the-unbanked CASE ABSTRACT: A billion people in developing countries have no need for a savings account–but they do need a financial service that banks compete to provide. The new HBS case Mobile Banking for the Unbanked, written by professor KashRangan, is a lesson in understanding the real need of customers.
CASE DISCUSSION: Then and Now Discussion using a Harvard University case study:
- https://hbswk.hbs.edu/item/how-disruptive-innovation-is-remaking-the-university CASE ABSTRACT: In The Innovative University, authors Clayton M. Christensen and Henry J. Eyringtake Christensen’s theory of disruptive innovation to the field of higher education, where new online institutions and learning tools are challenging the future of traditional colleges and universities. Key concepts include:A disruptive innovation brings to market a product or service that isn’t as good as the best traditional offerings, but is less expensive and easier to use. Online learning is a disruptive technology that is making colleges and universities reconsider their higher education models.
This course outline has been suggested by AllaVolodina who teaches in university and corporate settings. Alla has developed a variety of workshops for universities(including York University) and various organizations. Check out AllaVolodina blog: allavolodina.com.
