Introduction

Marketing deals with the application of ideas and procedures employed to analyse and predict consumer requirements and preferences, to gauge the feasibility of promotional strategies and modify these to comply with the requirements of maximum consumer satisfaction. Thus, marketing contributes towards increasing sales, revenues, and profits, by providing insights into consumer behaviour.

Marketing drives a consumer economy, promoting goods and services, and targeting consumers most likely to become buyers. Higher sales for a business that employs successful marketing strategies translate into expansion, job creation, higher tax revenue for governments, and, eventually, overall economic growth.

Course Objectives:

• Understand the nature and concept of marketing in a competitive environment.
• Comprehend the process of planning for marketing activities.
• Apply the methods used in assessing market opportunities.
• Build up information necessary for implementing successful marketing strategies.
• Identify the implications of the 4Ps in marketing.

This Course is designed for:

Marketing professionals, corporate executives, marketing managers, advertising managers, product managers, sales personnel, and others who are involved in marketing at all levels of the organisation.

Course Outlines:

Day 1

Comprehend Marketing Management

• Marketing Definition.
• The goals of Marketing.
• Important Marketing Concepts.

Day 2

The Process of Strategic Planning in Marketing

• The Marketing Environment.
• Objectives and Goals.
• Marketing Audit.
• Strategic Alternatives (SWOT, TOWS).
• Fitting Strategies with the Overall Marketing Plan.

Market Segmentation

• Market Segmentation Definition.
• The Benefits of Market Segmentation.
• Steps in Market Segmentation.
• Market Targeting and Product Positioning.

Day 3

Marketing Communications in Depth

• Communication Definition.
• Kinds of Promotional Objectives.
• Steps in Creating an Advertising Campaign.
• Advantages and Disadvantages of Various MARCOMS Types.
• Evaluating Promotional Campaigns.

Day 4

Total Product Concept

• The Product Life Cycle (PLC) Concept
• Introduction Stage
• Growth Stage
• Maturity Stage
• Decline Stage
• Marketing Strategies and Objectives Across the PLC

Day 5

Building a Competitive Advantage

• Superior Product or Service.
• Superior Assets.
• Low
• Cost Operator.
• Innovation.
• Global Skills.
• Scales Advantages.
• Attitude.
• Superior Relationships.
• Risk Management.
• Vision.
• Sustaining Competitive Advantage.