Marketing i-Coach

Marketing i-Coach contains a series of animated tutorials, to help users enhance their capabilities in developing marketing strategy.

The content of Marketing i-Coach represents a carefully chosen selection of concepts and frameworks from a wide range of respected 'gurus'. It has been created by experienced marketing practitioners, in conjunction with a Marketing professor from the London Business School.

In today's increasingly competitive environment, understanding the customer is key, and this makes Marketing i-Coach highly relevant to a wide audience: senior decision-makers, marketing strategists and practitioners, and staff outside of Marketing wanting to understand it within a business context, to ensure a company-wide customer focus.

Marketing i-Coach is complementary to Marketing CoPilot™, a highly realistic business simulation which has been designed to ensure that marketing thinking and actions support a company's strategic and financial goals, by combining core concepts and principles from marketing, finance and business strategy.

Alongside an Introduction, Marketing i-Coach is divided into four sections, which follow the key stages involved in developing marketing strategy.

1. Understanding the context
Understanding the strategic, organisational and financial context of the business, to ensure that results have a positive impact on the 'bottom line'. Understanding corporate objectives, sources of sustainable advantage, the effect of structure and culture on strategy implementation, and the impact of changing profit levers.

2. Issues & Opportunities
Evaluating the current customer segmentation, targeting and positioning to identify new opportunities, and identifying ways in which you can make the company's value proposition more distinctive. Examining the role of the brand and different channels, and how to leverage them.

3. Anticipating Change
Examining the changes taking place in the industry, and assessing their potential effect on company performance. Evaluating the competitive forces affecting industry attractiveness, and how you can address them.

4. Planning Action
Focusing on what actions the company should take, in light of external factors, to achieve competitive advantage; which segments you should target, with what value proposition. Identifying an appropriate positioning concept to guide customer communications and the marketing mix.

Each of these sections contains a variety of animations, case studies, interactive exercises and further pages of detail, providing an engaging way of understanding and applying the tools of strategic marketing. All the tutorials are indexed to enable easy reference, and to help you apply these concepts to your own work environment.

To enjoy a free demonstration of Marketing i-Coach please click here.