Marketing management for strategic advantage

1. Identify and describe key factors for success when communicating a value proposition to the clients 2. Get a practical knowledge of best practices when selling an idea by experimenting real situations in class (role-plays, group presentations, experiments, etc.) 3. Link the general knowledge of management obtained in the program with some practical tips to communicate and influence in decisions of the different stakeholders of a company

The course explains the main concepts of brand equity and brand personality and, after introducing these branding concepts, explores the key concepts to communicate value to the clients in the selling process and negotiation: principles of influence, prospect analysis, effective meetings, sales funnel (differences between physical and online channels), closing techniques and objections and finally, increasing customer loyalty. Specific topics covered in this course include: - Brand equity and Posistioning - Bounded rationality and Principles of Influence - The sales funnel: Prospect analysis and planning - Presentation and negotiation with the client - Increasing customer loyalty The course has a very practical approach giving the student specific and useful tools to communicate the company unique value proposition in group presentations and offline and online one to one conversation.

The course includes individual work, class discussions, teamwork and a final exam. The classes have a theoretical and practical format. Individual analysis will be based on case studies and class participation; teamwork will include decision-making processes to solve cases, class presentations and role-playing. The final exam will be based on readings, lectures and proposed case assignments. Tutorials are provided as needed.