Who Should Attend

Newly appointed marketers, Marketing staff and executives who want to keep current on marketing new trens.

Objectives

By the end of the program, Participants will be able to:
This course will define the marketing plan, types of plans and outline the purposes for using a marketing plan. You will then get started on writing the plan by establishing objectives and working on introductory elements. Then, you'll complete a situational analysis that evaluates the overall market, industry, internal and competitive factors pertinent to your product or service. Finally, you'll complete a SWOT analysis that will help you identify the strengths and weaknesses that will be critical to writing your plan.
So, now you're a marketing manager. What are the expectations you and others have of this position? What skills do you need? How do you put together a marketing team? How do you lead that team to success? How can you tell if you're doing a good job? In this course you'll look at marketing management from top to bottom--starting from the basic skills you need as a marketing manager, through creating a multifunctional marketing team, positioning the company for success, and setting up systems to see how you're doing. You'll also learn to avoid common mistakes made by marketing managers and how to help the entire company focus on the marketing process.

Program Profile

What Is Marketing?
Different Definitions

What can be marketed?

Marketing Orientations
Selling Concept-
Marketing Concept-
Marketing and Competition
Levels of Competition-
Monopoly, Duopoly, & Oligopoly-

Useful Rules for Marketers
The Marketing Process

New Product Development (NPD)
Objective statement of strategy-
Idea generation-
Initial screening-
Concept testing-
Development of marketing strategies-
Business analysis-
Product testing -
Test marketing -
Commercialization-

SWOT Analysis

Managing Marketing Information
Marketing Information System (MIS)-
Assessing Information Needs-
Developing Needed Information-

Market Research
Basic Definitions-
Data & Information-
Planning Market Research-
Research Objectives-
Developing Research Plan-
Market Research Approaches

Consumer Buying Behavior
Hierarchy of Needs
Factors Motivating Customers
Products & Benefits
The Decision-making Process
Factors affecting Consumer Buying Behavior
Types of Buying Decision Behavior
Factors affecting Adoption Rate

Organizational Buying Behavior
The Decision-making Unit (SPADE-F)
Factors affecting business behavior
Organizational buying process
Types of Business buying decisions
Institutional & Government Markets

Segmentation Targeting& Positioning
Steps of Target Marketing
Market Segmentation
Criteria for a Successful Segment
Segmentation Strategies
Market Segments
Targeting Strategies
Positioning Strategy
Market Planning & Forecasting
Forecasting

The Marketing Mix
Branding
Branding Advantages
The Branding Process
Brand Names Aspects
Integrated Marketing Communication

Advertising
Sales Promotion