Introduction

This program is designed for:

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

Objectives

• Define the nature and concept of marketing in a competitive environment.
• Understand the process of planning for marketing activities.
• Apply the techniques used in assessing market opportunities.
• Generate information necessary for implementing successful marketing strategies.
• Recognize the implications of the 4Ps in marketing.

Content

Understanding Marketing Management

• Defining Marketing
• The Aims of Marketing
• Core Marketing Concepts

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

The Components of Marketing Communications

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

Total Product Concept

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

Building the 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