Effective Marketing Assistant

Effective Marketing Assistant Gain essential skills and knowledge to enhance your overall marketing expertise 4 – 7 December 2011, Media Rotana Hotel, Dubai, UAE

Top 3 Business Benefits

Participate in exercises and take a short exam to reinforce your learning

1. Boost business performance by ensuring that your marketing role and activities contribute to corporate objectives 2. Ensure that your marketing messages are consistent and aligned by developing and implementing an integrated communications strategy 3. Assist in delivering superior service by effectively managing customer relationships, and improving customer care to gain loyalty and retain customers

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Effective Marketing Assistant 4 – 7 December 2011 • Media Rotana Hotel, Dubai, UAE Meet Your Expert Course Director Bob Davies MCIM Chartered Marketer UK, specialises in sales and marketing topics, both on the training front and in his own consultancy practice.

Bob has had a very successful career in sales and marketing management positions with US and UK multinational organisations in which he effectively developed new market areas and sales channels. These roles gave him valuable, hands-on experience of both strategic marketing and its practical application through the sales role.

Bob’s clients include international companies in manufacturing, petro-chemical, telecommunications, software, industrial consumables, office supplies, research organisations, food and hospitality, banking and insurance, specialist retail and legal practices.

Bob’s consultancy practice has become truly international with assignments completed in the UAE, Syria, Saudi Arabia, Bahrain, Kuwait, Iraq, Iran, Sudan, Tanzania, South Africa, Tunisia, China, Russia, USA, Ireland, Germany, Scandinavia, Macedonia, Croatia, Albania and the Seychelles. As an active member of the training faculty of the Chartered Institute of Marketing (CIM), Bob has designed and directed many courses for CIM members. Demonstrating his commitment to continual professional development he gained ‘Chartered Marketer’ status in 2004.

“Course content and facilitator were great!”

Zyda Moosa, Public Relations Manager, Gulf Agency Co., Qatar

“It helped me improve my way of thinking about new marketing strategy and plans.”

Course Overview The marketing assistant is an integral member of the marketing team, providing valuable support and developing essential skills to progress their career. This course focuses on those areas of marketing activity which are vital for all marketing personnel to understand. You will be able to understand the major marketing tools and appreciate how the contribution of marketing should develop within the wider organisation.

After attending this course you will be able to: • Ensure that marketing makes a real contribution to the achievement of corporate objectives, and improved margins and profits • Undertake successful marketing research projects • Maintain the links between segmentation, positioning and brand development • Develop an integrated communications strategy • Assist in the selection and management of agencies • Establish links between market activities, performance and results • Contribute more effectively to the marketing activities of your organisation

Who Should Attend?

This course is ideal for those who are in support positions in marketing or who are just starting in their marketing careers, including marketing assistants, marketing executives, marketing research assistants and advertising executives. It is also a useful course for anyone who wishes to develop a better understanding of the marketing process and for those who interact with the marketing department and would like a better grasp of all that is involved in the marketing process.

Abdulaziz Bin Yousef, Marketing Officer, Emirates Bank, UAE

“It truly narrows down marketing to the nuts and bolts!”

Carine Bouery, Dept. Head of Marketing Communication, Weatherford Oil Tool M.E. Ltd., UAE

Tel: 971-4-3352437 • Fax: 971-4-3352438 • Email: register@iirme.com

Course Timings Registration will be at 07.30 on Day One of the course. Course sessions will start promptly at 08.00 and finish at 14.30 each day. There will be two short refreshment breaks and lunch will be served at the end of each day’s sessions.

Day One

Day Three

What Is The Role Of Marketing • Marketing defined • Understanding the tools in the marketing toolbox • Understanding how consumers make decisions • Differences in marketing goods vs marketing services

Marketing Communications (Marcoms) • Make your Marcoms’ objectives ‘fit’ in the corporate plans • Ensure that Marcoms support your branding objectives and engage potential consumers • Analysis of current GCC promotional campaigns • Ensuring that your marketing is seen as focused, accountable and adding value

The Marketing Mix • Key characteristics of an effective marketing mix • Analysing how suppliers manipulate the marketing mix • Understanding how you can adjust your own product or service offering Market Analysis – Situation Audit • Recognising influences on the existing market position • Situational analysis PEST/SWOT for existing products and services • Identifying and building on opportunities Market Intelligence • Ensuring successful market research projects • Building up databases and using them in marketing • Measuring effectiveness with pre and post campaign research • Interpret and present information to management

Maximise The Use Of Agencies • Assist in the research and selection of the right agency • Brief the agency professionally within a strategic framework • Assess the relative merits of pitches and presentations • Effectively manage the relationship • Plan and check expenditure against budget Selection Of Marcoms • Who is your audience? What is your objective?

• Advertising • Public Relations (PR) • Exhibitions • Promotional activities

Day Four Implementing Pricing Policies • Understanding the different methods to set pricing • Implementing pricing policies to maximise marketing impact

Day Two Market Segmentation • Identifying the different ways to segment a market • Different segmentation in B2C and B2B markets • Using segmentation to target appropriate customers Positioning • Understanding how you differentiate your product and service • Assist in the creation and building of your brand’s value • Positioning your product and service to maximise your differentiation Market Analysis • Influence of market and product life cycle and the need to change market strategy as PLC changes • Taking a new look at traditional and new models to get practical messages • Understanding how portfolio analysis can guide strategy

Managing Customer Relationships • Delivering superior service as a differentiator for competitive advantage • Improve customer care to gain loyalty and retention • How to use e-commerce for advantage Marketing Planning • How will you use marketing planning? Linking to business plans • Monitoring performance in the achievement of the plan • Calculating Return on Marketing Investment (ROMI) Review of the Marketing Process • Linking the various strands of marketing • Ensuring that the organisation meets its marketing objectives • Identifying how you will use what you have learnt in your present job

Course Assessment Your understanding of the course content will be assessed by completion of course exercises and a short final exam.

www.iirme.com/marketingassistant

Effective Marketing Assistant 4 - 7 December 2011 • Media Rotana Hotel, Dubai, UAE FIVE WAYS TO REGISTER 971-4-3352437

IIR Holdings Ltd. P.O Box 21743 Dubai, UAE GCS/IIR Holdings Ltd. P.O Box 13977 Muharraq Kingdom of Bahrain

971-4-3352438 register@iirme.com

www.iirme.com/marketingassistant

DISCOUNTS AVAILABLE FOR 2 OR MORE PEOPLE CALL – 971 -4-3352483 E-MAIL – a.watts@iirme.com Event Effective Marketing Assistant

Date

Course fee before 25 September 2011

Course fee before 23 October 2011

Final fee

4 - 7 December 2011

US$ 3,695 (SAVE US$ 800)

US$ 4,195 (SAVE US$ 300)

US$ 4,495

Course fees include documentation, luncheon and refreshments. Delegates who attend all sessions will receive an IIRME Certificate of Attendance.

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Please call the Customised Training Solutions Team on 971-4-3352439 or CTS@iirme.com All registrations are subject to our terms and conditions which are available at www.iirme.com/terms. Please read them as they include important information. By submitting your registration you agree to be bound by the terms and conditions in full.

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Payments A confirmation letter and invoice will be sent upon receipt of your registration. Please note that full payment must be received prior to the event. Only those delegates whose fees have been paid in full will be admitted to the event. You can pay by company cheques or bankers draft in Dirhams or US$. Please note that all US$ cheques and drafts should be drawn on a New York bank and an extra amount of US$ 6 per payment should be added to cover bank clearing charges. In any event payment must be received not later than 48 hours before the Event. Entry to the Event may be refused if payment in full is not received.

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COMPANY DETAILS

If you are unable to attend, a substitute delegate will be welcome in your place. Registrations cancelled more than 7 days before the Event are subject to a $200 administration charge. Registration fees for registrations cancelled 7 days of less before the Event must be paid in full. Substitutions are welcome at any time.

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Delegates requiring visas should contact the hotel they wish to stay at directly, as soon as possible.

Visas for non-GCC nationals may take several weeks to process.

All registration(s) are subject to acceptance by IIR which will be confirmed to you in writing.

Due to unforeseen circumstances, the programme may change and IIR reserves the right to alter the venue and/or speakers.

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Event Venue: Media Rotana Hotel, Dubai, UAE Tel: 971-4-4350000

Accommodation Details We highly recommend you secure your room reservation at the earliest to avoid last minute inconvenience. You can contact the IIR Hospitality Desk for assistance on: Tel: +971-4-4072693 Fax: +971-4-4072517 Email: hospitality@iirme.com

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