Certified Marketing Professional

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Introduction

Who should attend?

Marketing staff and executives who wish 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.

Objectives

– 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.

Course Outline

Day 1

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.

Day 2

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.

Day 3

Marketing Communication 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.

Day 4

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.
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.

Day 5

Marketing Research

– Marketing Research Defined.
– The Marketing Research Process.
– Types and Sources of Data.
– Questionnaire Design.
– Types of Research (Observation, Mystery Shopper, Survey).