Instructor: Dr. Roger J. Best
Emeritus Professor of Marketing, Lundquist College of Business, University of Oregon

This Team-Based Learning Series requires company teams of 5 or more people and will start when you want and involves no travel or time off the job. The series is offered via webcast and includes an Introduction Session, 5 Team Application Sessions, and a Summary Session, each one hour long.

Why Managing Profitable Growth

A Booz-Allen survey of CEO’s reported that 51 percent felt that marketing lacked creditable performance metrics as businesses struggle to understand how their investment in marketing and sales contributes to company profits.  The primary reason for marketing’s low level of credibility is largely because marketing lacks performance metrics to assess the value of its contribution to the enterprise.  The goal of this program is to Learn, Measure and Manage marketing performance metrics both individually and with a company team application. 

The Marketing Metrics Handbook will provide each team member with learning platform and place to input and save company application data.  It’s time for marketing profitability metrics that match credible financial return metrics. We expect each team to uncover at least $1 million in new profit potential following the 5 team application assignments.

Objectives

After completing this webinar series, you will be able to:

• Measure your marketing profits and marketing ROI for your company as well as products and markets.

• Project market demand and market share with simple to use market and share metrics.

• Better understand customer performance, competitiveness and your value relative to key competitors

• Measure price sensitivity and manage price changes that improve profits, not just sales.

• Use six different value pricing metrics to better understand your value and how to manage a value price.

• Articulate how marketing profits impact company net profits, financial performance and earnings per share.

Who Should Attend

• Managers with bottom-line responsibility

• Marketing Managers in charge of developing profitable marketing strategies.

• Product Managers who have product-market management responsibilities

• Marketing Professionals who should be competent in using marketing performance metrics.

Company Focused Applications with Measurable Profit Impact
This is a hands-on program in which company teams of any size apply the marketing performance metrics presented using application software provided.  Team Company Application Assignments are submitted for instructor review and a Team Feedback Report including comments and suggestions is provided for each team for each session.  The potential for profitable growth is summarized for each team in their Team Feedback Report and the overall potential for organic profitable growth summarized in a Managing Profitable Growth Summary Session.

Series Format

Seven one hour web-based sessions are delivered to a company team of three or more people at a paced desired by the team The web series starts when the team is formed and ready to begin the program.  The program includes a combination of Instructional Videos, Individual Assignments, Applications Software, Web-Based Sessions, Team Company Application Assignments which are submitted for review, Team Feedback Report for each Team Application Assignment and a Summary Session on Opportunities for Organic Profitable Growth quantified in the Program.

Session 1: Introduction

• Need for marketing performance metrics and credible assessment of marketing performance

• The need to measure and communicate marketing profitability and Marketing ROI

• Review the application software (Marketing Metrics Handbook) and answer usage questions

• Outline program process, individual and team responsibilities.

• Discuss Team Application Assignment and their potential for organic profitable growth

Session 2: Marketing Profitability

• Marketing profitability - financial metric

• Marketing ROI and Marketing ROS

• Managing Marketing Profitability – Market and Product Level

• Building a Marketing Profitability Portfolio

• Benchmarking Company Marketing Profitability

Session 3: Market and Share Metrics

• Measuring your Market Potential & creating a Market Development Index

• Measuring and managing product lifecycle sales and profits

• Building a market share tree and market share index for your product-market

• Estimating your share potential and creating a Share Development Index

• Creating a Growth Opportunity Portfolio for your products

Session 4: Customer Performance and Competitiveness Metrics

• Customer Lifetime Value and Customer Profitability

• Profit Impact of Customer Satisfaction & Retention

• Measuring and Managing Customer Loyalty and Profit Impact

• Managing your Competitive Position (product, service, reputation and cost of purchase)

• Measuring your Customer Value & Profit Impact relative to benchmark competitors
  
  

Session 5: Price-Margin Management

• Assessing the price sensitivity for your products

• Measuring and managing the sales & profit impact of products with inelastic prices

• Measuring and managing the sales & profit impact of products with elastic prices

• Understanding total contribution, allocated costs and product line profitability

• Estimating future price and margins for new products
  
  

Session 6: Value Pricing and Value Pricing Metrics

• Market-Based Pricing vs. Cost-Based Pricing and Profit Impact

• Market-Based Performance Value Pricing

• Market-Based Competitive Value Pricing

• Total Cost of Ownership and Value Pricing

• Customer Price-Performance Preferences and Value Pricing

• Customerization Value Pricing
  
  

Session 7: Summary - Managing Profitable Growth

• Review key marketing performance metrics presented in the program

• Review the Team Applications and Opportunity for Profitable Growth

• Present an overall assessment profit potential extracted in the program

• Discuss next steps and imbedding program learning into your team

Instructor

Roger Best began his career at GE where he worked in engineering and product management.  He completed his MBA while at GE and later went on to receive his Ph.D. and then worked in GE Corporate Consulting.  He taught at the University of Arizona and University of Oregon where he won numerous teaching awards including the American Marketing Association Distinguished Teach of the Year.  He also taught the MBA and executive education programs at INSEAD in Fontainebleau, France.  He is the author of Market-Based Management (5th ed. and published in four languages), the Marketing Metrics Handbook, and is co-author of Consumer Behavior (11th ed. and published in three languages). He has published over forty marketing articles and was co-author an article on Marketing Productivity that was honored as article of the year by Journal of the Academy of Marketing Science.
Roger also developed several innovative marketing products that include the Market Excellence Survey, MarkPlan, MarkProf and BidStrat as well as the Marketing Metrics Digital Handbook (patent pending) and has a US Patent for a Pop-Top Filter Holder.  He has worked marketing education and consulting with many well known companies such as 3M, Agilent Technologies, Airtouch,  Covidien, General Electric, Hewlett-Packard, Dow Chemical, Dow Corning, DuPont, Kodak, James Hardie, Lucas Industries, MediaOne Group, Tektronix, Textron, US West, and others.  His is currently an Emeritus Professor of Marketing at the University of Oregon.

To Schedule

Please contact Paula at the ISBM (pad148@psu.edu or 814-863-2782) to schedule a program for one or more company teams.

Cost and Registration

ISBM Member: $1,500 per person (minimum of 5 person company team)
Non-Member: $2,500 per person

Contact Us

Paula Dorminy or Gary Holler
814-863-2782
isbm@psu.edu