Course Overview

The training course equips all participants in the expertise of marketing concepts, techniques, models and more. The training program outline is up to date and pertinent to marketplace requirements, thus catering well to all analytical prediction of training needs in the specified area. A customised proposal can also be arranged, to suit the training requirement of your team.

Who Should Attend?

Marketing staff and executives who wish to know more about the vital role that marketing plays in organizations individuals who seek to keep current on marketing strategies.

Program Outline

Marketing Concepts
  • Evolution of the Marketing Concept
  • Relationship between Marketing and Selling
  • Scope of Marketing Management
  • Developing the Marketing Mix for Products and Services
  • Managing the Marketing Effort
Marketing Audit and Planning
  • Understanding the Marketing Environment
  • The Various Marketing Analysis Techniques
  • The Marketing Audit
  • Competitive Analysis
  • Customer Analysis
  • Marketing Planning (Format, Content)
Market Segmentation, Targeting and Positioning
  • Basis of Market Segmentation (B2C)
  • Basis of Market Segmentation (B2B)
  • Profiling the Segments
  • Criteria for Successful Segmentation
  • Market Targeting
  • Market Positioning
  • Steps in Market Segmentation, Targeting and Positioning
 Marketing Communications and Campaigns
  • Elements of the Communication Process
  • Identifying the Goals of the Promotion
  • Steps in Creating a Promotional Campaign
  • The AIDA Concept
  • Advantages and Disadvantages of the Various Media Types
  • Media Scheduling
  • Evaluating Promotional Campaigns
The Product Life Cycle: A Strategic Approach
  • Introducing the Product Life Cycle Concept (PLC)
  • The Promotion Mix and Marketing Objectives
  • Characteristics of PR, Personal Selling, Advertising and Sales Promotion
  • Promotion Mix Strategies Across the PLC
  • Push and Pull Strategies
Marketing Research
  • Marketing Research Defined
  • The Marketing Research Process
  • Types and Sources of Data
  • Questionnaire Design
  • Types of Research (Observation, Mystery Shopper, Survey)

Program Objectives

By the end of the program, delegates will be able to:
  • Define the marketing framework of a business organization
  • Develop marketing audits and analysis to better examine the micro and macro environments
  • Combine best practices, tools and models to implement an effective marketing and sales management system
  • Develop strategies, initiatives and programs to build and sustain a competitive market advantage
  • Apply planning and the execution of advanced marketing strategies

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