Course structure
Category Background: “What is the focus, size and shape?”
Category Oversight: “How do we manage the value in this category?”
Market Forces: “What’s happening out there and how does it affect us?”
Opportunity Pipeline: “What could we do to develop value?”
Development Plan: “What are we working on and what results will be delivered?”
Summary: “Tell me what I need to know in 60 seconds”
Session 3: 90-minute tutorial. + 1 week to undertake opportunity identification and analysis, and update
Session 4: 90-minute tutorial. + 2 weeks to create development plan and complete category summary.
Session 2: 90-minute tutorial. + 1 week to undertake market research and
Session 1: 90-minute tutorial. +
1 week to undertake refresh of category strategy (Background and Oversight sections).
refresh market forces section.
3
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