Dr. Kamel Jedidi
Professor
Columbia Business School, USA
Marketing is a whole organization activity which is central to the long-term survival of a business; hence building a market orientation and customer centricity is inherently important in developing stakeholder value for the firm.
Marketing operates by creating, communicating, capturing and sustaining value for the firm. Value creation occurs in highly successful firms through fanatical attention to the process of understanding customer needs and developing innovative propositions which steal a march on competitors. The value generated from customer insight and customer co-creation is communicated through multiple channels and firms should seek to integrate those channels according to customers’ needs.
Once a marketing plan has been designed, it is implemented through the marketing mix, compromising of the proposition, the price, the promotion and the place (distribution) methods adopted. This seminar seeks to provide participants with a powerful understanding of the organizational processes that need to be put in place in order to implement strategic marketing plans, using a variety of international case studies.
Upon completion of this seminar, participants will be able to:
Marketing operates by creating, communicating, capturing and sustaining value for the firm. Value creation occurs in highly successful firms through fanatical attention to the process of understanding customer needs and developing innovative propositions which steal a march on competitors. The value generated from customer insight and customer co-creation is communicated through multiple channels and firms should seek to integrate those channels according to customers’ needs.
Once a marketing plan has been designed, it is implemented through the marketing mix, compromising of the proposition, the price, the promotion and the place (distribution) methods adopted. This seminar seeks to provide participants with a powerful understanding of the organizational processes that need to be put in place in order to implement strategic marketing plans, using a variety of international case studies.
Upon completion of this seminar, participants will be able to:
- Identify market opportunities for value creation
- Develop effective marketing strategies for value capture
- Refine their decision making and analytical skills
Dr. Kamel Jedidi is the John A. Howard Professor of Marketing at the Graduate School of Business, Columbia University, New York. He holds a bachelor’s degree in Economics from the Faculté des Sciences Economiques de Tunis, Tunisia, and Masters and Ph.D. degrees in Marketing from the Wharton School, University of Pennsylvania. He has been teaching at Columbia University since 1987, where he has taught New Product Development, Marketing Research, and Marketing Strategy. Dr. Jedidi has extensively published in leading marketing journals, the most recent of which have appeared in the Journal of Marketing Research, Marketing Science, Management Science, and the International Journal of Research in Marketing. His research interests include pricing, product design and positioning, diffusion of innovations, market segmentation, and the long-term impact of advertising and promotions. He was awarded the 1998 International Journal of Research in Marketing Best Article Award and the Marketing Science Institute 2000 Best Paper Award. He was also finalist for 2009 Paul Green Award for the Journal of Marketing Research and for the 2009 Long-term Impact Paper Award for Marketing/Management Science. Dr. Jedidi serves on the editorial board for the Journal of Business-to-Business Marketing and the Journal of Macromarketing. Dr. Jedidi has conducted seminars at several business conferences and universities. He has also spoken at and consulted with several multinational companies.
