Participate in exercises and take a short optional exam to reinforce your learning
Effective Marketing Executive Gain Essential Skills And Knowledge To Enhance Your Overall Marketing Expertise
8 – 11 December 2013 Dubai International Convention Centre, Dubai, UAE
Top 3 Business Benefits 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
www.iirme.com/marketingexecutive Organised by:
Strategic Career Partner: Follow us on: www.twitter.com/iirmiddleeast www.facebook.com/iirmiddleeast www.youtube.com/iirmiddleeast
Effective Marketing Executive
8 – 11 December 2013 • Dubai International Convention Centre, Dubai, UAE
Meet Your Expert Course Director Bob Davies MCIM Chartered Marketer UK, is Managing Director of Marketing Consilium Limited and specialises in sales and marketing topics, both on the training front and in his own consultancy practice advising on Channel Management and Marketing Planning. 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.
Course Overview Marketing Executives are integral members of the marketing team, providing valuable support and developing essential skills to progress their career. This course focuses on those areas of marketing 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 improves 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
Bob’s consultancy practice has become truly international with assignments completed in the UAE, Syria, Saudi Arabia, Bahrain, Kuwait, Qatar, Iraq, Iran, Sudan, Tanzania, Kenya, South Africa, Tunisia, China, Russia, USA, Australia, Ireland, Germany, Austria, Holland, 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, Bob has gained ‘Chartered Marketer’ status in 2004.
“Course content and facilitator were great!”
your organisation and increase your personal profile
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 executives, marketing assistants, 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.
Zyda Moosa, Public Relations Manager, Gulf Agency Co., Qatar
Would you like to run this course in-house?
“It helped me improve my way of thinking about new marketing strategy and plans.” Abdulaziz Bin Yousef, Marketing Officer, Emirates Bank, UAE
“It truly narrows down marketing to the nuts and bolts!”
The in-house training division of IIR Middle East
Carine Bouery, Dept. Head of Marketing Communication,
Tel: +971 4 407 2624 • Email: CTS@iirme.com www.iirme.com/cts
Weatherford Oil Tool M.E. Ltd., UAE
+971 4 335 2437
+971 4 335 2438
register@iirme.com
www.iirme.com/marketingexecutive
Course Timings Registration will be at 07.30 on Day One. 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 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 PESTLE/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
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 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 the audience for your message? What is your objective? • Advertising • Social Media • Public Relations (PR) • Exhibitions • Promotional activities
Day Four
• Measuring effectiveness with pre and post campaign research • Interpret and present information to management
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 • Recognising the need to adjust market strategy as product life cycle changes • Taking a look at traditional and new models to get practical messages to guide strategy • Ensuring the successful launch of new products
+971 4 335 2437
+971 4 335 2438
Implementing Pricing Policies • Understanding the different methods to set pricing • Implementing pricing policies to maximise marketing impact 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 the course exercises and an optional exam
register@iirme.com
www.iirme.com/marketingexecutive
Effective Marketing Executive 8 – 11 December 2013 • Dubai International Convention Centre, Dubai, UAE
FIVE WAYS TO REGISTER IIR Holdings Ltd. P.O Box 9428 Dubai, UAE
+971 4 335 2437 +971 4 335 2438 register@iirme.com
www.iirme.com/marketingexecutive
DISCOUNTS AVAILABLE FOR 2 OR MORE PEOPLE CALL – +971 4 335 2483 E-MAIL – a.watts@iirme.com WEB BC4766 Event
Course Fee Before 22 September 2013
Course Fee Before 13 October 2013
Final Fee
US$ 3,895
US$ 4,395
US$ 4,695
Effective Marketing Executive
WOULD YOU LIKE TO RUN THIS COURSE INͳHOUSE?
8 – 11 December 2013 Course fees include documentation, luncheon and refreshments. Delegates who attend all sessions will receive a Certificate of Attendance.
DELEGATE DETAILS Name: .............................................................................................................................................................................................................. Job Title: ......................................................................................................... Email: ..................................................................................... Tel: ..................................................... Fax: .................................................... Mobile: ..................................................................................
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.
Payments Job Title: ......................................................................................................... Email: ..................................................................................... Tel: ..................................................... Fax: .................................................... Mobile: ..................................................................................
Name: .............................................................................................................................................................................................................. Job Title: ......................................................................................................... Email: ..................................................................................... Tel: ..................................................... Fax: .................................................... Mobile: ..................................................................................
Name: .............................................................................................................................................................................................................. Job Title: ......................................................................................................... Email: ..................................................................................... Tel: ..................................................... Fax: .................................................... Mobile: ..................................................................................
COMPANY DETAILS Company: ............................................................................................................................................................................................................ Address: ................................................................................................................................................................................................................ Postcode: ................................................................................. Country: ........................................................................................................... Tel: .............................................................................................. Fax: .................................................................................................................. No. of employees on your site: 1000+ 500-999 250-499
50-249
0-49
Nature of your company's business: ..........................................
YES, I would like to receive information about future events & services via e-mail .................................................................
To assist us with future correspondence, please supply the following details: Name of the Department Head: ..................................................................................................................................................................... Department: ........................................................... Mobile: .......................................... Email: ....................................................................... Training Manager: ............................................................................................................................................................................................. Department: ........................................................... Mobile: .......................................... Email: ...................................................................... Booking Contact: .............................................................................................................................................................................................. Department: ........................................................... Mobile: .......................................... Email: ......................................................................
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. Credit card payment If you would like to pay by credit card, please tick here and a member of our team will contact you to take the details
Cancellation 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 or less before the Event must be paid in full. Substitutions are welcome at any time.
Avoid Visa Delays - Book Now 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 registrations 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.
Event Venue: Dubai International Convention Centre, Dubai, UAE Tel: +971 4 332 1000 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 4 407 2693 Fax: +971 4 407 2517 Email: hospitality@iirme.com © Copyright I.I.R. HOLDINGS B.V.
OO/DC SM06
LR
Name: ..............................................................................................................................................................................................................