A message about emerging online store marketing that tries to reach everyone reaches nobody. Most disappointing results in store marketing trace back to an audience defined too broadly. Ambition around this area of marketing and commercial practice outruns capacity unless the sequencing is deliberate. It is written for people who have to make emerging online store marketing work with the resources they already have. They acquire practical criteria for judging when the marketing and commercial practice discipline is working and when it is only appearing to. Applied research in marketing and commercial practice consistently shows that early structure around store marketing reduces downstream rework. The programme uses small-group work so that each participant's treatment of emerging online store marketing is examined, not just described. It establishes a shared vocabulary for store marketing so that teams can disagree productively about it. The programme closes with an action plan for this strand of marketing and commercial practice that each participant writes for their own organisation.
Expected Learning Outcomes
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Design the retention and win-back approach for emerging online store marketing.
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Build the reporting on store marketing that supports a spending decision.
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Establish what evidence would demonstrate that emerging online store marketing is under control.
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Align marketing and sales handover within store marketing so leads are not lost.
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Plan the handover of emerging online store marketing so that capability is not lost when key staff move on.
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Prepare a short, evidence-based briefing on store marketing for senior management.
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Test creative and messaging on emerging online store marketing before committing budget.
Who Should Attend
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Agency and consultancy staff supporting clients on emerging online store marketing.
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Marketing managers responsible for store marketing.
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Commercial analysts measuring performance of emerging online store marketing.
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Analysts producing the data on which decisions about store marketing rest.
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Business development managers pursuing opportunities in emerging online store marketing.
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Training and development staff building internal capability in store marketing.
Course Modules
Open any module to see its sessions and topics.
01
Emerging online store marketing: objection handling and negotiation
2 sessions · 8 points
Session 1Pricing emerging online store marketing on value rather than cost
Measure lifetime value from emerging online store marketing, not just first purchase.
Test creative for store marketing at small scale before full commitment.
Choose the next segment for emerging online store marketing and state why it is next.
Define the handover point between marketing and sales in store marketing.
Session 2Where the buyer actually decides on store marketing
Decide what will be stopped to create capacity for emerging online store marketing.
Compare cost of acquisition against value in store marketing.
Define acceptance criteria for emerging online store marketing in advance.
Write the positioning claim for store marketing and test whether a competitor could say it too.
02
Store marketing: alignment between marketing and sales
2 sessions · 8 points
Session 1Building the method for store marketing step by step
Build the report on emerging online store marketing that answers whether to spend more or less.
Benchmark the organisation's store marketing against comparable operations.
Name a single owner for each element of emerging online store marketing.
Document the sales process for store marketing so a new joiner can follow it.
Session 2Choosing channels for store marketing on evidence
Agree what will be standardised in emerging online store marketing and what will not.
Select channels for store marketing based on evidence, then cut the rest.
Set objectives for emerging online store marketing in revenue terms with a timeframe.
Map the decision journey for store marketing and mark where the choice is actually made.
03
Store marketing: measurement, attribution and honest reporting
2 sessions · 8 points
Session 1Measuring store marketing when attribution is imperfect
Review whether short-term tactics on emerging online store marketing are damaging the brand.
Identify the data already collected that bears on store marketing.
Agree the attribution model for emerging online store marketing and state its known limits.
Arrange the handover of store marketing so capability survives staff changes.
Session 2Handling the objection to emerging online store marketing that ends most conversations
Confirm that those complying with emerging online store marketing understand why it exists.
Agree the smallest change to store marketing that would be visibly useful.
Establish who is informed, consulted and accountable in emerging online store marketing.
Set the discount authority for store marketing and require justification.
04
Store marketing: retention, loyalty and lifetime value
2 sessions · 8 points
Session 1Making store marketing work when resources are constrained
Collect evidence on the present handling of emerging online store marketing before proposing changes.
Set out how exceptions to store marketing are requested and approved.
Build the content that answers the buyer's real question about emerging online store marketing.
Identify where judgement in store marketing is legitimate and where it is not.
Session 2Closing out store marketing and capturing what was learned
Structure pricing for emerging online store marketing against perceived value.
Build the competence framework that supports store marketing.
Establish what evidence demonstrates emerging online store marketing is under control.
Record what was learned when store marketing did not go as planned.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
Workshop or Program Participation
Airport Transfers
Customized Badge
Expert Mentorship (Private Sessions)
Supervision & Secretarial Services
Accredited Certificate of Participation
Complete Training Kit
Coffee Break
Closing Ceremony
Gold Package
At least 3 people
USD1,850
5-night stay in a 5-star hotel
Workshop or Program Participation
Airport Transfers
Customized Badge
Expert Mentorship (Private Sessions)
Supervision & Secretarial Services
Accredited Certificate of Participation
Complete Training Kit
Coffee Break
Closing Ceremony
Complete your registration
We will contact you within one business day to confirm.
