Get in Touch: P.O. Box 34970 Dubai, United Arab Emirates Tel. No.: +971 4 2941288 Fax: +971 4 2941228 Email: ts@teampower.ae www.tpidubai.com | www.strategictalk.com
In-House Training
Excellence in Training
MS02E
Advanced Marketing Management
Application of advanced marketing management strategies and tactics
Overview This intensive 5-day training program is designed to address many marketing challenges that business executives face in today’s environment, specifically, how to create, communicate, and deliver superior value to your customers, and how to capture a fair share of this value back for your organization. The training course covers not only advanced marketing management strategies and tactics but also processes and tools to implement these strategies and tactics on a day-to-day basis. Emphasis will be on the managerial aspects of marketing plans, including analysis of the external environment. A key element of the course will include the relation of the "marketing mix" to strategic planning.
Primary Objectives & Benefits This workshop will help participants to: 1. Realize the function of marketing in a competitive, dynamic global business. 2. Evaluate the social, legal, political and ethical concerns in marketing. 3. Generate superior customer insights for effective marketing management. 4. Develop effective strategic and marketing analysis skills. 5. Prepare a complete positioning strategy.
6. Assess and strengthen the brand’s identity.
Who Should Attend? Product and brand managers, sales managers, marketing managers and directors, general managers and other marketing professionals seeking to enhance their strategic marketing & analytical skills. Non-marketing professionals who want to better understand the critical role of marketing in successful businesses.
7. Design effective pricing strategies that optimize the value extracted from customers. 8. Enhance computer-based skills including on-line activities, written and oral communication, and information analysis. 9. Demonstrate an individual capability for meeting professional standards of conduct, quality, and skill.
Excellence in Training
MS02E
Get in Touch: P.O. Box 34970 Dubai, United Arab Emirates Tel. No.: +971 4 2941288 Fax: +971 4 2941228 Email: ts@teampower.ae www.tpidubai.com | www.strategictalk.com
Advanced Marketing Management
Application of advanced marketing management strategies and tactics
Module 1 - Defining Marketing & Developing Marketing Strategies
Importance of marketing The scope of marketing Core marketing concepts Updating the 4P’s Marketing Management Tasks Marketing customer value Corporate and division strategic planning Business unit strategic planning Product planning
Module 3 - Analyzing Customer Markets & Business Markets
Building customer value, satisfaction, loyalty Cultivating customer relationships What does influence consumer behavior? The five stage model of the buying process What is organizational buying? Participants in the buying process Purchasing and procurement Stages in the buying process Managing business to business Identify market segments and targets
Module 2 - Collecting The Information & Conducting Market Research Components of modern marketing information system Internal records Marketing intelligence Analyzing the macro environment The market research system The research process Measuring marketing productivity
Module 4 - Brand Equity & Competitive Dynamics
Building brand equity Measuring brand equity Managing brand equity Customer equity Differentiating strategies Positioning small and medium businesses Competitive strategies for market leaders Product life cycle market strategies
Understanding pricing Setting price Adapting the price Initiating and responding to price change
Module 5 - Product & Pricing Strategies
Product characteristics and classifications Product and services differentiation Design Packaging, labeling, warranties
Program Highlight Duration: 5 days Date: To be Agreed with the Client Organization Timing: 8:30 am to 2:30 pm daily Venue: Suitable & fully equipped venue (to be provided by Customer) Notice required: 10 working days
Language: English Material: Participants will be provided with high quality handouts Certificates: Certificates of Achievement shall be provided to participants upon successful attendance of the training program Fees: Inclusive of facilitator’s fees, materials and certificates