EDUCATION

How to Develop Your Marketing Acumen

NPCA will offer a pre-Convention full day executive-level marketing course tailored to the precast concrete industry, Sept. 30 at the Marriott Hilton Head Golf and Beach Resort on Hilton Head Island.

Presented by Doreen Shanahan, director and marketing faculty at Pepperdine University, the course will be designed for managers, executives and owners of precast companies who want to develop their marketing skills in defining, developing and leading their company’s marketing efforts.

The course will feature specific marketing tools, references, examples and applications for the precast concrete industry. Key topics will include:

• Analyzing and segmenting customer markets
• Identifying core competencies and competitive advantages
• Selecting target markets and identifying customers you can serve best
• Defining your value positioning
• Developing product strategy, analyzing sales mix, plant capacity and profitability
• Communicating to customers

Seminar fee is $495 before Aug. 11 and $525 after that date. Each additional registrant from the same company is only $250 per person. Register by using the Convention registration form.

Or, for more information, please contact NPCA at (800) 366-7731.

ABOUT THE PRESENTER
Doreen Shanahan has worked for more than 20 years in the corporate world in a variety of marketing and communication positions.

She has developed and written more than 80 E2B (education to business) cases with multi-national businesses across a wide spectrum of industries.