Who Should Attend?
All new marketers, as well as established professionals moving into a marketing role will find this course very helpful and informative. It is ideal for those looking to gain a clear understanding of the core concepts of marketing, and how these can be applied in today’s fast-moving business environment, to give their organization a sustainable competitive advantage.
About The Programme
This introductory course provides key insights into the ‘Essentials Of Marketing’ in a straightforward manner, to enable a comprehensive understanding of how the ‘Marketing Mix’ is used to build a competitive advantage. It explains the difference between ‘marketing’ and ‘selling’, enabling an alignment between the two functions. Through the use of various analytical tools, participants will also learn how to formulate marketing objectives and strategies, and develop an effective tactical plan. Course activities will create a deeper appreciation of marketing strategy development and implementation, through global and local ‘best practices’, and case studies.
Course Objectives
- To understand the role and objectives of marketing in today’s highly competitive marketplace
- To understand the marketing planning process
- To learn how to conduct situational analysis and market research, and interpret the data
- To learn powerful strategic planning tools and how to apply them to business initiatives
- To learn how to develop an effective, collaborative marketing plan through strategic planning and the right ‘Marketing Mix’
- To know how to set up key measuring tools, to ensure the achievement of your key business objectives
What You Will Gain
- A clear understanding of the essential elements to develop marketing strategies
- Fresh thinking and a new perspective on the marketing function
- A clear understanding of the marketing planning process and a marketing plan template that is appropriate to your business
Programme Content
DAY ONE
- Introduction To Marketing
> Marketing Definition
> Marketing Functions And Objectives
> 'The Marketing Mix' - Product Definition
- Organizational And Marketing Objectives
- Situation Analysis
> Micro And Macro Environment
> Unique Selling Proposition / Points (USPs)
> Analysis And Interpretation - Consumer Psychology And Behaviour
> Customer Centricity
> Consumer Buying Behaviour
> Difference Between Consumers, Customers, And Buyers - Market Analysis
> Market Research And Segmentation
> Marketing Exchange Process
> The Target Audience
DAY TWO
- The Marketing Planning Process
- Strategy Building Models
> Product Perceptual Map And Gap Analysis
> The Product Life Cycle
> Boston Consulting Group (BCG) Matrix
> Competitive Forces
> Competitive Positions
> Ansoff's Matrix
> Porter's Generic Forces - Marketing Strategies
> Growth Strategies
> Survival Strategies - Strategy Formulation
DAY THREE
- 'The Marketing Mix' Development
- Product Offerings
- New Product Development Process
- Brand Management
- Pricing Objectives And Strategies
- The Communications Mix
- Channel Marketing
- International Marketing
- The Tactical Plan
- The Marketing Calendar
- The Marketing Budget
- Measurement And Implementation Control
Before the course each delegate will be asked to complete a Pre-Course Briefing Form to determine their individual objectives for attending the course. These objectives will be used by the Tutor to give on-target training that is focused on the individual delegates.
At the end of the course each delegate will be asked to complete a Personal Development Plan that can be used as part of future appraisals, and that will also be an important tool for management reference.
Total Investment: AED 6,450/- + VAT (applicable as of 1st January 2018), which includes - Training Materials, Lunch and Refreshments. Discount available for multiple bookings.
