7 December 2017
Pullman Zam Zam, AL Madinah AL Munawwarah
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 building 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, comprising 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, comprising 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:
- How to identify market opportunities for value creation
- Develop effective marketing strategies for value capture
- Refine your decision making and analytical skills
Kamel Jedidi is the John Howard Professor of Business and the Chair of the Marketing Division at Columbia Business School, New York.
He holds a bachelor’s degree in Economics from University of Tunis and Master and Ph.D. degrees in Marketing and Statistics from the Wharton School, University of Pennsylvania. Dr. Jedidi has extensively published in leading marketing and statistical journals.
His research interests include pricing, product positioning, and market segmentation. He was awarded the 1998 IJRM 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 is senior Editor for the Consumer Needs and SolutionsJournal and serves on the editorial board for the Journal of Business-to-Business Marketing.
Dr. Jedidi has conducted seminars at several business conferences and universities and also spoken at and consulted with several multinational companies. He is a Founding Trustee of the Marketing Accountability Standards Board (MASB), a member of the Faculty Steering Committee, Columbia Global Centers (Amman), a Senior Editor for Rutgers Business Review, and a member of the Academic Council of ENPC’s School of International Management.
He holds a bachelor’s degree in Economics from University of Tunis and Master and Ph.D. degrees in Marketing and Statistics from the Wharton School, University of Pennsylvania. Dr. Jedidi has extensively published in leading marketing and statistical journals.
His research interests include pricing, product positioning, and market segmentation. He was awarded the 1998 IJRM 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 is senior Editor for the Consumer Needs and SolutionsJournal and serves on the editorial board for the Journal of Business-to-Business Marketing.
Dr. Jedidi has conducted seminars at several business conferences and universities and also spoken at and consulted with several multinational companies. He is a Founding Trustee of the Marketing Accountability Standards Board (MASB), a member of the Faculty Steering Committee, Columbia Global Centers (Amman), a Senior Editor for Rutgers Business Review, and a member of the Academic Council of ENPC’s School of International Management.
