SMS0502 | The Essentials of Marketing Management Program

Start End Duration Venue Fees
01 Mar 2020 19 Mar 2020 3 Weeks Dubai $10,500 Register
01 Jun 2020 19 Jun 2020 3 Weeks Bangkok $11,500 Register
02 Aug 2020 20 Aug 2020 3 Weeks Alexandria $9,500 Register
02 Nov 2020 20 Nov 2020 3 Weeks New York $14,000 Register
03 Feb 2020 21 Feb 2020 3 Weeks Barcelona $11,500 Register
03 May 2020 21 May 2020 3 Weeks Cairo $9,500 Register
12 Oct 2020 30 Oct 2020 3 Weeks Jakarta $11,600 Register
13 Jan 2020 31 Jan 2020 3 Weeks London $11,500 Register
13 Apr 2020 01 May 2020 3 Weeks Istanbul $11,000 Register
13 Jul 2020 31 Jul 2020 3 Weeks Beijing $13,000 Register
14 Sep 2020 02 Oct 2020 3 Weeks Kuala Lumpur $11,000 Register
14 Dec 2020 01 Jan 2021 3 Weeks Cape Town $13,000 Register


PROGRAM'S BACKGROUND


Marketing is an exciting, fast-paced, and contemporary business discipline. We are always engaged in marketing activities, either as buyers or as sellers. Marketing managers make marketing-related decisions like choosing who customers are, what goods and services to offer, where to sell these goods and services, the features to stress in ads, and the prices. They also determine how to be ethical and socially responsible, and whether to sell products globally (in addition to domestically).

This intensive marketing program is for all marketers, including those wanting to brush up on their skills or upgrade their knowledge, and for those without a formal marketing background. Loaded with examples and practical applications, this program is designed to bring you quickly up-to-speed and to provide you with the tools to make you and your organization a success.

It blends theory and practice to facilitate immediate implementation and impact. You will learn to develop a strategic marketing plan for organizational implementation and integration with sales and customer plans. A review of the marketing environment (social, economic, legal, regulatory, competitive, and technological forces) is used to help develop the segmentation, targeting and market positioning strategy for implementation along with the marketing mix (product, price, place and promotion). The goal is the identification and delivery of organizational competitive advantage and customer satisfaction – key to long-term revenue growth, profitability and success.

 This program is designed to provide the student with an overview of the marketing concept and how it can be applied to any type of organization or service. It includes the controllable and uncontrollable elements of marketing, strategic planning, market characteristics, marketing research techniques, market segmentation, and target market selection. Marketing involves anticipating, managing, and satisfying demand via the exchange process. Marketing involves a wide range of activities as:

›       Marketing research and market analysis

›       Broadening an organization’s scope

›       Consumer analysis

›       Product and product price planning

›       Distribution planning

›       Promotion planning

›       Managing the marketing process and marketing mix

PROGRAM'S OBJECTIVES


This Program’s Attendees Will Be More Able To:

›       Illustrate the exciting, dynamic, and influential nature of marketing

›       Define marketing and trace its evolution with special focus on the marketing concept, a marketing philosophy, customer service, and customer satisfaction and relationship marketing

›       Show the importance of marketing as a field of study

›       Describe the basic functions of marketing and those who perform these functions

›       Examine the environment within which marketing decisions are made and marketing activities are undertaken

›       Differentiate between those elements controlled by a firm’s top management and those controlled by marketing, and to enumerate the controllable elements of a marketing plan

›       Enumerate the uncontrollable environmental elements that can affect a marketing plan and study their potential ramifications

›       Explain why feedback about company performance and the uncontrollable aspects of its environment and the subsequent adaptation of the marketing plan are essential for a firm to attain its objectives.

›       Define domestic, international, and global marketing domestic marketing covers a firm’s efforts in its home country. International marketing involves goods and services sold outside a firm’s home country.

›       Explain why international marketing takes place and study its scope

›       Explore the cultural, economic, political and legal, and technological environments facing international marketers.

›       Analyze the stages in the development of an international marketing strategy

›       Learn how to build, and integrate and analyze a strategic marketing plan

›       Develop a marketing plan for organizational implementation and integration with sales and customer plans

›        Appreciate the impact of the market environment on the development of the marketing mix

›       Learn market segmentation techniques that result in effective targeting and positioning strategies designed to maximize market share

›       Effectively launch new products and services and achieve marketing objectives

›       Understand cost effective market research techniques

›       Learn the advantages of market segmentation

›       Learn how consumer behavior can impact the advancement of product strategies

›       Develop appropriate pricing strategies that align with marketing objectives

›       Apply product strategies and brand management principles to guide your product portfolio through the stages of the product life cycle

›       Understand modern channel management strategies and alternatives

›       Identify the best advertising, communications and promotion options designed to achieve marketing and corporate objectives

PROGRAM'S ATTENDEES


›       Marketing Managers

›       Managers who’ve recently assumed responsibility for the marketing function

›       Finance managers responsible for understanding and quantifying marketing effectiveness

›       Sales & Marketing Professionals

›       Business Development Team Members

›       Customer Service Professionals

›       Team Leaders & Supervisors

›       Administrators

›       HR & Training Professionals

›       Accounts Personnel

›       Public Relations Professionals

PROGRAM'S OUTLINE


MARKETING DEFINED

›       A proper marketing definition should cover organizations, people, places, and ideas

THE EVOLUTION OF MARKETING

›       There have been three basic philosophies/concepts over the centuries and they are "product", "selling" and "marketing".

›       Each of these philosophies has had a particular time in its history when it was dominant, but the concepts did not die out, they instead evolved and merged with the other philosophies and are still actively used today by companies large and small.

SELLING VERSUS MARKETING PHILOSOPHIES

›       Marketing stresses consumer analysis and satisfaction, directs the resources of the firm toward satisfying consumer wants, and adapts to changes in consumers.

›       Selling is a function of marketing that is geared to communicate with and understand consumers.

DEVELOPING A MARKETING STRATEGY

›       Company and product positioning: In positioning its offering against competitors, a firm needs to present a combination of customer benefits that are not being provided by others and that are desirable by a target market.

›       Customers must be persuaded that there are clear reasons for buying the firm’s products rather than those of its competitors.

BUSINESS TO BUSINESS MARKETING

›       The unique nature of B2B Marketing, customers and derived demand

›       Understanding business buyer behavior and motivation

›       business buying process

›       Unique B2B customer segmentation strategies

›       Target market selection and positioning

›       Channel relationships, conflicts and options

›       Integrated marketing communication and promotional strategies

›       Sales management

›       Pricing strategy, delivering value and avoiding commoditization

›       Unique marketing challenges and opportunities in the b2b sphere

›       Product management and branding strategy

›       Marketing strategy implementation

DEVELOPING A MARKET FOCUSED STRATEGY

›       Strategic customer and market segmentation

›       Optimizing your target market

›       Strategic market, product and company positioning

›       Channel partnerships and strategic relationships

›       Product development, innovation and brand strategy

›       Pricing to achieve strategic objectives

›       Sales management and direct marketing options

›       Developing business and marketing strategic alternatives

›       Developing and implementing integrated marketing communications

MANAGING THE MARKETING MIX

›       The last step in the target marketing process is for a firm to develop a marketing mix for each customer group to which it wants to appeal.

›       Marketing mix decisions are concerned with: product, distribution, promotion, price and politics

DEFINITION AND METHODS OF SALES FORECASTING

›       The importance of sales forecasting is to outline expected company sales for goods or services which are offered to a specific consumer group over an identified period of time through carrying out a defined and well calculated marketing program.

›       Sales forecasting involves industry forecasts, outlining sales potential, setting a realistic sales forecast, and considering the effects of the environment and the firm’s performance.

GLOBAL ASPECTS OF MARKETING

›       Today, worldwide international business transactions account for trillions of dollars in revenues each year. Virtually every country is engaged in international business.

›       Domestic marketing encompasses an organization’s efforts in its home country while International marketing involves marketing goods and services outside the organization’s home country.

›       Global marketing is an advanced form of international marketing in which a firm engages in marketing efforts in many foreign countries.

ADDITIONAL DETAILS


There will be a hands-on, practical workshop at the end of this program.



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Benefits to Organization

1. The candidates will become competent, effective and productive on their jobs. This training program is useful for:
        · Competency building where existing employee is promoted or planned to be promoted.
        · Technical knowledge, skills and competencies.
        · Needs and expectations of the stakeholders/ customers both internal and external.
        · Opportunities to exceed stakeholder/ customer expectations.
2. Create a pool of trained manpower that can cost-effectively spread the knowledge to large number of employees inside the organization.
3. Our facilitators often act as mentors for your trained employees and thus provide a most effective way to ensure effective competency development and application by your motivated staff.
4. We adopted a one-to-one approach that can provide more room for your employees to work at their own pace and address individual needs more freely.

Benefits to the Individuals

1. The candidates will gain a multi-discipline understanding of the subject matter.
2. Have an individual action plan to take away that will help the candidates make a difference in their organizations. This will add value to the expertise and experience of the candidates’.
3. Be more able to enhance job satisfaction and reduce wasted time and effort.
4. Ensure that the candidates will know and appreciate the strategic imperatives that drive the organization's efforts in their relevant job area.
5. Be more able to align your roles and job requirements with the organization’s mission and vision.
6. Be more able to meet your deadlines and tasks and successfully complete any scorecard in a timely fashion.

Additional Benefits

1. Good & best industry practices.
2. Checklist approach for ease of understanding and practical application.
3. Latest technologies including information technology, quality assurance and methodology.
4. Quality assurance and quality improvement incorporated in each program.
5. One-to-one approach and small groups will lead to learner-centered environment.
6. Experienced and qualified instructors both academically and in practice.
7. Customized programs to meet and suit individual training needs.
8. Letters of recommendation for the exceptional performers.

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