CERTIFIED MARKETING PROFESSIONAL

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