Marketing Master Class Training
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Marketing Master Class Training Course
Introduction:
In today's highly competitive and challenging economic climate, effective marketing is crucial for generating demand and staying ahead. The Certified Marketing Professional training course provides comprehensive instruction on key marketing principles, including marketing planning, audit, communications, and research. It is essential for professionals seeking to enter the marketing field or update their marketing skills.
Course Objectives:
By the end of the program, 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
Who Should Attend?
The training course will be of interest to a wide range of marketing, PR, communications, sales, and operations professionals. It is of special value to marketing managers in firms, businesses, organizations, and institutions of all sizes and in all sectors.
Course Outlines:
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
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
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
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
The Product Life Cycle (PLC): a strategic approach
- 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
Marketing research
- Marketing research defined
- The marketing research process
- Secondary and primary data
- Questionnaire design
- Forms of survey research