Course Objectives:
At the end of this course the participants will be able to:
- 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.
Targeted Audience:
- Marketing Mangers.
- PR Managers.
- Communications professionals.
- Sales and operations professionals.
Course Outlines:
Day 1: Marketing Concepts
- Evolution of the Marketing Concept.
- Relationship between Marketing and Selling.
- Scope of Marketing Management.
- Analyzing Opportunities, Selecting Target Segments, Developing Market Mix.
- Managing the Marketing Effort.
Day 2: Marketing Strategy and Planning
- Types of Marketing Strategies.
- The Marketing Audit.
- Competitive Analysis(PESTLE, PORTER, SWOT, TOWS).
- Marketing Plans.
- Marketing Planning.
Day 3: Advertising and Distribution
- Understanding the Communication Process.
- Major Advertising Decisions, AIDA and the Buyer-Readiness Stages.
- Types of Media Research and Selection, Copy Illustration, and Message Design.
- The Sales Promotion Mix: Push versus Pull Strategies.
- Physical Distribution and Channels of Distribution; Emerging Trends of Direct Marketing.
Day 4: Managing Product Life Cycles
- Introducing the Product Life Cycle Concept (PLC).
- Product and Promotion Mix Strategies Across the Stages of the PLC.
- Analysis of a Relative Market Share Matrix.
- Case-Study.
- Discussion of the case-study.
Day 5: Market Segmentation
- Basis of Market Segmentation.
- Positioning and Targeting for Results.
- Tips for Successful Segmentation.
- The 4 Ps.
- The 6 Ps.
Day 6: Marketing Research
- Marketing Research Defined.
- The Marketing Research Process.
- Types and Sources of Data.
- Designing, Analyzing and Interpreting.
- Reporting the Research Findings.
