📈 Marketing · Sales
Marketing Strategy Workshop
⏱ Duration8 hours
🏢 FormatOn-site delivery · Customized design
👤 InstructorJohn Kim
✅ Key outcomeIdentify new business opportunities and generate marketing ideas
Nanum Consulting CEO John Kim’s Marketing Strategy Workshop is an intensive 6–8 hour program that helps companies move beyond industry-centric thinking and build practical marketing strategies grounded in customer insight. Using a structured approach to customer understanding and environmental analysis, participants identify market opportunities and learn concrete methods they can apply on the job right away as they develop new business strategy. The workshop is hands-on rather than theoretical: participants build and test their own company’s marketing strategy. Rather than just teaching marketing techniques, it develops strategic thinking, from analyzing customer needs to discovering new business opportunities. The curriculum draws on Nanum Consulting’s training experience with 50+ major corporations and institutions.
Who is this course for?
Designed for marketing teams, new business planners, and strategic planning team members. Especially suited for mid-level managers and above who need to build practical marketing strategies based on customer analysis and changes in the market environment.
What will you learn?
- Moving beyond industry-centric thinking → drawing customer-centric insights
- Analyzing the real-world feasibility of new business opportunities
Curriculum
Module 1: Customer understanding and environmental analysis
- Forming teams with diversity in mind
- Topic selection: country / product
- Building personas: industry factors, buying center
- Building an empathy map and customer journey map
- Problem identification & ideation techniques (SCAMPER)
- PESTEL analysis + identifying opportunities & threats (including ESG)
- Five Forces analysis → identifying strengths and weaknesses (SW)
- Developing strategy from a SWOT matrix
Module 2: New Business Strategy Development
- 5 key factors to consider when planning a new business
- (e.g., market size, entry barriers, resource acquisition, customer switching costs, revenue model)
- Hands-on NPV (net present value) calculation for investments
- → Hands-on exercise: a simple profitability review using a sample file
- How to prepare an economic feasibility review (including an IR pitch summary)
- Real-world lessons learned: setbacks and how they were overcome
- Discovering new business ideas
- Action planning + presentations and discussion
Expected results / After the course
- Identify new business opportunities and generate marketing ideas
- Available online
On-site training references
Hyundai CorporationSamsung C&TLotte Data CommunicationHyosungNongHyupKyungil UniversityDaejeon UniversityDaejeon Chamber of Commerce and IndustryMungyeong UniversityYonsei UniversitySmall and Medium Business Training InstituteChungbuk TechnoparkKorean Council for University EducationKorea Institute of Industrial TechnologyHwaseong Chamber of Commerce and IndustryEugene Investment & SecuritiesKolon IndustriesHarim Co., Ltd.Sunjin Co., Ltd.STEMCOHaesung GroupDB HiTekSunjin Co., Ltd.Gyeongbuk Communications Civil Servants WorkshopKyungil University Startup Support CenterGwangju Institute of Science and TechnologyDaegu Center for Creative Economy & InnovationRevodixSeongsu IT Comprehensive CenterSoonchunhyang University Hospitaland others
About the instructor
John KimInstructor John Kim, author of “B2B Marketing Design” and CEO of Nanum ConsultingView profile →
Related courses
We tailor this course to your company
From diagnosis to execution — Nanum Consulting
FAQ
Designed for marketing teams, new business planners, and strategic planning team members. Especially suited for mid-level managers and above who need to build practical marketing strategies based on customer analysis and changes in the market environment.
This is a workshop you can apply to your actual work right away, not a theory lecture. The curriculum is hands-on: participants develop new business strategy directly through customer understanding and environmental analysis, and leave with concrete strategies they can use immediately in the field.
The program runs 6–8 hours and can be adjusted to your company’s schedule and requirements. Training costs depend on the number of participants, the venue, and whether the curriculum is customized, so we provide a quote through a separate inquiry.
John Kim has delivered marketing strategy consulting and training for a wide range of large and mid-sized companies. Drawing on extensive hands-on experience building marketing strategies in the field, he is recognized for balancing theory and practice.
Marketing Strategy Workshop
Nanum Consulting CEO John Kim’s Marketing Strategy Workshop is an intensive 6–8 hour program that helps companies move beyond industry-centric thinking and build practical marketing strategies grounded in customer insight.
Training objectives
- Moving beyond industry-centric thinking → drawing customer-centric insights
- Analyzing the real-world feasibility of new business opportunities
Expected results
- Identify new business opportunities and generate marketing ideas
- Available online
Curriculum
Module 1Module 1: Customer understanding and environmental analysis
- Forming teams with diversity in mind
- Topic selection: country / product
- Building personas: industry factors, buying center
- Building an empathy map and customer journey map
- Problem identification & ideation techniques (SCAMPER)
- PESTEL analysis + identifying opportunities & threats (including ESG)
- Five Forces analysis → identifying strengths and weaknesses (SW)
- Developing strategy from a SWOT matrix
Module 2Module 2: New Business Strategy Development
- 5 key factors to consider when planning a new business
- (e.g., market size, entry barriers, resource acquisition, customer switching costs, revenue model)
- Hands-on NPV (net present value) calculation for investments
- → Hands-on exercise: a simple profitability review using a sample file
- How to prepare an economic feasibility review (including an IR pitch summary)
- Real-world lessons learned: setbacks and how they were overcome
- Discovering new business ideas
- Action planning + presentations and discussion
About the instructor
John Kim, Lead Instructor
10 years in industry · 15 years teaching (3,000+ lectures)
Education
· MBA (advanced major: Marketing), Korea University Graduate School of Business (graduated)
· Sungkyunkwan University Consultant Program (completed)
· Sogang University Graduate School of Business, Short-Term MBA (completed)
· Seoul National University Lifelong Education Instructor Development Program (completed)
· Chung-Ang University, B.A. in English Language and Literature (graduated)
Experience
· Current: CEO, Nanum Consulting
· Formerly at Hyosung Corp., Daeduck Electronics and Shinhan Diamond: overseas assignments and strategic planning (10+ years)
· Current partner instructor, Expert Consulting
· Current: Partner instructor, PSI Consulting
· (Current) Partner instructor, Korea SMEs and Startups Agency and SME Training Institute
Credentials and publications
· Certified consultant
· Certified teacher
· Completed official IDEO Design Thinking training
· B2B Marketing Design (1 Apr 2025)
· The Chinese Diamond Tool Market: Present and Future (co-authored, Korea Tool Association)
· Battles That Changed History and Innovative Weapons (in progress)