Course Objectives:
At the end of this course the participants will be able to:
- Understand the marketing framework of a business organization.
- Focus on best practices, tools, and models to implement an effective marketing and sales management system.
- Emphasize planning and executing advanced marketing strategies.
- Develop strategies, initiatives, and programs to build and sustain a competitive market advantage.
- Define the marketing framework of a business organization
- Conduct 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 to enhance organizational results
Course Content:
Unit 1: Marketing Concepts:
- Marketing management defined
- Evolution of the marketing concept
- Differences between marketing and selling
- Scope of marketing management
- Setting the scene: the marketing mix
- Using the 4Ps marketing mix model
Unit 2: Marketing Audit and Planning:
- Understanding the marketing environment
- Various marketing analysis techniques
- ‘PEDSTLE’ analysis
- ‘SWOT’ analysis
- The five forces model (M. Porter)
- Customer analysis
- Competitive analysis
- The marketing audit
- Marketing planning
Unit 3: Market Segmentation, Targeting, and Positioning:
- Market segmentation defined
- Basis of market segmentation (B2C)
- Basis of market segmentation (B2B)
- Criteria for successful segmentation
- Market targeting
- Market positioning
- Steps in market segmentation, targeting and positioning
Unit 4: Marketing Communication and Campaigns:
- Elements of the communication process
- Steps in creating a promotional campaign
- The goals and tasks of promotion
- The ‘AIDA’ concept
- Setting the advertising budget
- The various media types
- Media scheduling
- Evaluating promotional campaigns
Unit 5: The Product Life Cycle (PLC)
- The PLC concept
- Marketing strategies for PLC
- The promotion mix and marketing objectives
- Characteristics promotion mix elements
- Promotion mix strategies across the PLC
- Push and pull strategies
Unit 6: Marketing Research:
- Marketing research defined
- The marketing research process
- Secondary and primary data
- Questionnaire design
- Forms of survey research
Targeted Competencies:
- Marketing planning
- Marketing audits
- Macro and micro environments analysis
- Marketing communications
- Marketing research
Targeted Groups:
Marketing staff and executives wishing to know more about the vital role that marketing plays in organizations and to identify and solve many business problems by using a marketing perspective. The program is also designed for anyone who wants to keep current on marketing strategies
