Professional Development

Price includes full board accommodation and course materials

Level: Advanced

Key issues:

With the increasingly competitive market-place and a relentless focus on company performance, organisations need to ensure that they are producing true ‘value’ propositions to their customers. This in turn has led to a detailed look at the way in which you ‘market’ your offerings which will form the difference between your organisation growing, merely surviving or collapsing. Understanding your customers’ buying behaviour and offering real ‘value’ is paramount if you are to remain profitable in the long term.

The purpose of this course:

This course is specifically designed to ensure that you turn your offerings into compelling value propositions and grow the demand for your products/services. The creation of your value proposition is premised upon key factors and methods which require you to think laterally about what you actually offer the market in order to capitalise on your sales and marketing opportunities. This will help you build demand generation, pipeline, revenues and profits for your organisation.

Who this course is for:

This course is designed for practitioners or managers whose role (or a part of it) will involve the research, development and delivery of customer value propositions - defining and developing offerings to a market/segment/audience/customer. It is likely that you will work as part of a dedicated or virtual team responsible for planning, business case development or implementation.

Benefits for your organisation:

Your organisation will benefit in three ways. Firstly by instilling a capability and complete value process which allows your organisation to create compelling propositions. Secondly by empowering your employees to make informed decisions on the direction and shape of the proposition using proven methods. Lastly in addition to creating the propositions, guidance is also given in terms of the best way to execute your propositions and direct your efforts to specific audiences.

Benefits for you as an individual:

You will learn how to construct value propositions and weave this in with new marketing practices. In addition you will also develop an understanding of how you can be more effective in working with other organisational departments in realising the true potential of the proposition. You’ll also benefit from applying this new and proven method of marketing to your chosen portfolio of products and services.

You will learn how to:

• Define and evaluate customer propositions in the marketplace
• Understand and apply key principles in developing customer propositions
• Work more effectively with other functions in the organisation to deliver successful customer propositions
• Align multiple customer contact points behind a proposition to ensure consistent delivery
• Evaluate and measure the effectiveness of propositions, both internally (team roles, process, internal barriers etc.) and externally (success in the marketplace)
• Develop an understanding of, and the skills relating to, the formulation of compelling business cases - ensuring that propositions can be sold internally, before externally

Course content:

Introduction to marketing propositions and the reasons behind its growth in many leading industries.

Definition of a customer value propositions

Introduction to the Customer Value Proposition framework

The tools and techniques to construct a Customer Value Proposition

Building the Customer Value Proposition Framework

• Identifying essential criteria
• Determining the various ways in which a compelling customer value proposition can be constructed

Understanding the six components of CVP Creation

Building your products and services into ‘market-leading’ value propositions

Building performance measures for Compelling Customer Propositions

Building a compelling Customer Value Proposition for your market place

Pre and post learning support:

A selection of reading materials are available upon request.

To take away from the course:

• CVP framework
• CVP market paper
• Shortened CVP template
• CVP steps model

Professional Standards

All of our marketing courses are based on CIM's Professional Marketing Standards, ensuring that marketers at all levels of seniority gain the practical skills that employers require to improve business performance. Review our Professional Marketing Standards framework