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Developing And Managing Marketing Teams
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Improve The Performance Of Your Marketing Team For A Competitive petitive Advantage
20 – 23 October 2013 • The Address Hotel, Dubai Marina, Dubai, UAE
6 Benefits Of Attending 1. Improve the marketing orientation of your organisation 2. Build marketing policies as guiding philosophies for your organisation 3. Put together a motivated and a successful marketing team and, recruit and develop the employees who work for you 4. Work closely with the sales team for mutual advantage 5. Effectively manage the relationships with your agency to improve their contribution to your marketing objectives 6. Demonstrate the payback from marketing expenditure
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Developing And Managing Marketing Teams 20 – 23 October 2013 • The Address Hotel, Dubai Marina, Dubai, UAE Course Timings Registration will be at 07.30 on Day One. Each day’s sessions will commence at 08:00 and conclude at 14:30 with lunch. There will be two short refreshment breaks at appropriate times.
Course Introduction This practical course will cover the main issues in managing marketing teams and resources. It will be beneficial for managers who are already in the post and who wish to ensure that they can have the best approach to resourcing and managing the development of their teams to become more efficient and effective. Several topics which relate to marketing plans will be covered, however it must be stressed that this is not a marketing strategy course.
Course Outline
Day One Leadership Skills Vs Managing Skills • Recognise that change is affecting everything about the organisation and market • Manage change through effective leadership skills • Self analysis of skills to identify areas for improvement • Delegation as a management philosophy • Fostering a positive environment in the organisation Understanding The Role Of A Marketing Manager • Highlighting the role of marketing as a guiding philosophy for the whole organisation • Building a constructive relationship between the marketing team and other departments • Ensuring that the marketing team is seen as focused, accountable and adding value • Creating a marketing orientation within the whole organisation • Working closely with the sales team for mutual success
Day Two Team Building • Organisational structure maximising available resources • Improve group effectiveness with team role assessment • Understanding characteristics of each team member and what they can offer
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• Internal communications with extended and indirect teams • Six-stage action plan Insight And Market Research • Internal resource and using external consultants • How do we ensure successful market research projects? • Creating databases and getting knowledge out of market information and statistics • Analysing competitors and using bench marketing to identify gaps in product and service offered Agency Selection, Management And Evaluation • Formal steps to appointing an agency and on-going management • Getting agencies to contribute to the organisational objectives • Brief the agency professionally within a strategic framework • Effectively manage the relationship • Plan and check expenditure against budget
Day Three Recruitment, Selection And Retention • Defining the job, defining the person • Interviewing skills to identify the most appropriate candidate • Training and development, identifying resources required • Improving staff retention in an increasingly competitive labour market • Getting the most from new people, using them to refresh your thinking Motivation • Lessons from well-known motivation models • Differentiating between financial and non-financial motivation • Practical motivation ideas for individual team members • Motivation for your most difficult or challenging staff members • Encourage the team to initiate new ideas and approaches to achieve marketing goals
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Marketing Communications • Protecting and nurturing the brand • Product positioning and differentiation recognised by the market • Ensuring all customer touch points support the chosen brand and product positioning • Diffusing the brand values through the organisation • Controlling internal marketing information for all employees Finance And Marketing Expenditure • Need to justify marketing spend and show pay-back to business outputs • Calculating the ROMI (Return on Marketing Investment) at strategic and tactical levels • Budget allocation and management • Setting metrics and benchmarks in a marketing performance dashboard • Design appropriate and targeted marketing activity reports and indicators
Day Four Managing Marketing People • Guiding the ‘artists’ flair without stifling their creativity • Mentor and coach to produce maximum effectiveness People Development Through Counselling, Appraisals And Discipline • Informal yet planned – how often should these take place? • Recognising the need to remain positive • Identifying and defining the next step as follow up Marketing Plans • Elevate marketing plans as the heart of the corporate business plan • Understanding the need for a formal document and defining the contents • Ensuring that the marketing plan becomes a living, working document • Formalising and linking into the corporate planning calendar • Getting buy-in from those involved Review And Action Plan • Review of workshop • Identification of most important and relevant points • Linking the various strands of marketing with the team • Developing your action plans with realistic deadlines
+971 4 335 2437
+971 4 335 2438
Meet Your Expert Course Leader Bob Davies MCIM Bob is the Managing Director of Marketing Consilium Limited. He specialises in sales and marketing topics both on the training front and with constructive consultancy advice. Bob has had a very successful career in various sales and marketing management positions with US and UK multinational organisations in which he successfully developed new market areas and sales channels. This role has provided him with valuable, hands-on experience of both strategic marketing and its practical application through the sales role. Bob’s clients include international companies in manufacturing, telecommunications, software, industrial consumables, office supplies, research organisations, banking and insurance, specialist retail and legal practices. His international experience includes assignments in the USA, Ireland, Germany, Austria, Holland, Tunisia, Russia, Croatia, Macedonia, Albania, Scandinavia, Seychelles, China, Australia, South Africa, Tanzania, Kenya, Sudan, Saudi Arabia, Syria, Bahrain, Kuwait, Qatar, Iraq, Iran and the UAE. As a chartered marketer and an active member of the training faculty of the Chartered Institute of Marketing (CIM) Bob has designed and directed many courses for CIM members.
Who Should Attend? It is important to be aware that this is a course aimed at managing your people and resources rather than developing marketing strategies. It is aimed at those who, while having experience, need to understand how to improve the performance of their teams including: Marketing Managers Marketing Communications Managers Marketing Directors who need a structure or are looking at a revision of their role and responsibilities
Would you like to run this course in-house?
The in-house training division of IIR Middle East Tel: +971 4 407 2624 • Email: CTS@iirme.com www.iirme.com/cts
register@iirme.com
www.iirme.com/marketingteams
Developing And Managing Marketing Teams 20 – 23 October 2013 • The Address Hotel, Dubai Marina, 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/marketingteams
DISCOUNTS AVAILABLE FOR 2 OR MORE PEOPLE CALL – +971 4 335 2483 E-MAIL – a.watts@iirme.com WEB BC4770 Event
Course Fee Before 4 August 2013
Course Fee Before 25 August 2013
Final Fee
US$ 3,895
US$ 4,395
US$ 4,695
Developing And Managing Marketing Teams 20 – 23 October 2013
WOULD YOU LIKE TO RUN THIS COURSE INͳHOUSE?
Course fees include documentation, luncheon and refreshments. Delegates who attend all sessions will receive a Certificate of Attendance.
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