الخطوط العريضة

Part 1: Introduction:

• Introduction to marketing
• Importance of marketing
• How marketing is crucial for today’s organization
• Marketing role in a customer-oriented company
• Marketing for marketers & non-marketers
• The role of marketers & non-marketers in marketing
• Misconceptions about marketing
• How can marketing make a difference – real-life examples,

from Egypt and abroad

• The marketing management formula
• Types of marketing – strategic and operational
• Internal Marketing vs. External Marketing

Part 2: Strategic Marketing:

• Strategic marketing – what it is and what it is Not
• Role of strategic marketing
• The three basic strategies-- The “VMQ” Triangle
• Introduction to the “RSTP” Model:

• Research
• Segmentation
• Targeting
• Positioning
• Positioning Model and Real-life examples from the Egyptian market

Part 3: Operational Marketing:

• Operational marketing
• The marketing mix:

• Four P’s, defined
• Four C’s, defined

• Product life cycle
• Setting the right price
• Determining demand
• Effective advertising
• Choosing the perfect medium
• Sales promotions
• Direct marketing and Public Relations
• Integrated marketing communication (IMC)

Part 4: Sales and Marketing:

• Relationship between sales and marketing
• Difference between sales and marketing
• Marketing-led organization vs. Sales-driven organization
• Effective distribution
• Types of distribution channels
• The coordination between the sales and marketing functions

Part 5: Marketing Plan:

• Marketing plan
• Elements of the marketing plan
• Marketing organization
• The marketing caliber
• Performance evaluation
• Tools to measure effectiveness
• The coordination between the marketing department and other departments

Part 6: Wrap-up and summary

من ينبغى أن يحضر

 

• Product Managers
• Business Development Managers
• Sales Force Managers

المدة

5 أيام