Management & Organization

• What does the company's growth strategy demand of the marketing objectives and management mandate?
• Which services as well as roles and responsibilities are appropriate? Cases.

Planning

• How can the contribution of marketing be improved and optimized across markets, segments, channels etc.?
• How can the planning process be optimized in terms of shorter run time, less resources and improved quality in plans? Cases.  

Execution 

• How can the cooperation between subsidiaries, partners and agencies be optimized?
• How can tools and systems support management, planning, processes, knowledge sharing etc.?
• How can the internal cooperation be optimized? For instance launch of new products. Cases.

Evaluation

• How can performance management ensure an improved performance? For instance Marketing Scorecard and Marketing ROI.
• How can the rate of execution of planned activities be improved? Cases.