CATEGORY TYPE: Sales & Marketing

COURSE NAME:Modern Marketing Management


 20-10-2019  24-10-2019  Dammam/Saudi Arabia Register
  • Provides an understanding of the marketing management framework of a business organization
  • Offers experiential analysis to understand the challenges of Marketing Managers
  • Focuses on marketing management best practices, tools and models to implement an effective marketing management system
  • Provides insights on how to develop marketing strategies, initiatives and programs to build and sustain a competitive market advantage
  • Provides a practical framework for planning and controlling of marketing programs
  • Be able to develop an effective marketing plan for the changing market


Training Focus:

Develop the core marketing management skills and competencies. The core competencies include marketing knowledge, planning, control, problem-solving and communication.

Key Concepts

  • Marketing Mix 4Ps (Product, Price, Place and Promotion)
  • Market Research
  • Sales Management
  • Customer Relationship Management
  • Public Relations
  • Advertising
  • Branding
  • E-Marketing
  • Competition
  • Sustainable Competitive Advantage
  • PESTLE Analysis
  • SWOT Analysis and case study
  • Porter's Competitive Advantage. Porter's 5 Competitive Forces
  • How to create value for your customers
  • Product Lifecycle (PLC)

Course Outline / Customization Subjects


  • Marketing Principles: products and services lifecycles, the marketing "Ps", product design, delivery and distribution, packaging and presentation, pricing and promotion, and people
  • Marketing Strategy: focuses on development, implementation, and control of marketing strategies needed to attain and sustain a competitive market advantage


Market Segmentation and Sizing:

Delegates then find out how to create a credible estimate of the market size. Using top-down research driven data, supported by bottom up unit-price data, delegates are taught how to build a detailed view of the available market, and derive a credible revenue estimate from this.

Key areas covered:

  • Competitive intelligence Primary market research
  • Secondary market research
  • Tools and techniques for primary and secondary market research
  • Assessing product opportunities

Marketing Research:

Understanding customers to create value - understanding the psychological aspects of buyer behavior. How clients make buying decisions and interpret advertising and sales messages

Key areas covered:

  • Competitive intelligence Primary market research
  • Secondary market research
  • Tools and techniques for primary and secondary market research
  • Assessing product opportunities

Competitor Analysis

Key areas covered:

  • Gathering competitive information
  • SWOT analysis
  • Understanding competitor objectives
  • Product analysis
  • Applying Porta's market five forces model


  • Key areas covered:
  • Product positioning theory
  • Building product positioning statements
  • Defining the key messages for your customers
  • Market Entry Strategy
  • Case studies

Pricing and Business Case Building

  • Key areas covered:
  • Building a pricing strategy
  • Pricing techniques for new and established products
  • Business case building
  • Licensing models
  • Case studies


Product portfolio management

Product portfolio management takes the organization vision and translates into a strategy. It accomplishes it mission by a proper selection of the winning product; manage through its lifecycle to realize benefits for the organization. Key topics include:

  • Establish the product strategy
  • The product portfolio process introduction
  • Idea screening method
  • Select the right product idea and prioritize
  • Ranking and score card technique
  • Getting stakeholder's support
  • Risk versus return model
  • Pipeline management
  • Resource allocation
  • Product management through its lifecycle


Advertising and Brand Communications: managing the brand, the elements of the marketing-mix product policy, channels of distribution, communication, and pricing to satisfy customer needs profitably.

Marketing Communications Mix: understanding the elements of marketing communication program including advertising, personal selling, public relations, sales promotion and direct marketing.

Key areas covered:

  • Develop the promotion strategy
  • Advertising and media selection
  • The communication model and how to maximize its effect
  • Cross-functional communication
  • Communicating with customers
  • Establish the distribution and channel strategy

Publicity and Public Relations: Study of the implications of public relations on marketing, corporate identity, public policy advocacy and lobbying, issues management, media relations


Challenge in launching a high tech product:

  • Why most high tech products fail in the market
  • High tech product value chain
  • Product innovation stage versus product lifecycle
  • Crossing the chasm
  • Key steps in driving innovation products
  • 10 steps in avoid falling into high tech product victim
  • Ongoing marketing planning
  • Product planning – managing between programs and projects
  • Develop the annual marketing and marketing program plans
  • Marketing planning and the senior management team
  • Incorporate marketing planning into your daily job
  • Making continuous improvement in marketing


Marketing Team: Marketing Managers, Sales Managers, Advertising Managers, Market Research Managers, Customer Relationship Managers, Project Managers, Entrepreneurs, and Marketing Management Consultants.

    • 5 Day(s)

    The presentation is generally appealing to me. The dedication & devotion of the instructor are both laudable & admirable.
    Mohammed F. Alotaibi

    Really this course is important for any inspector, so I will recommended it for our employees. And thanks a lot!
    Ahmed Al-Yami

    You are doing excellent bringing such very talented instructor. Please keep it up.
    Ahmed Afifi
    Al-Zamil CoolCare

    I would like to appreciate you as well as the instructor for a good training due to the fact that the helping to gain new information about the types of valve with advantages and disadvantage as well. Many thinking.
    Zaki Ali Aldawood

    This course was very beneficial and helpful to understand one of the Major NDT method. I encourage ITC to continue with this performance.
    Talal Saad AlHasawi

    ITC service was in overall excellent. Thanks.
    Wael M. Morsy

    This course was good and a nice guide to the PMP exam. Thanks.
    Yazeed Mohamed Mreki
    General Authority of Civil Aviation (GACA)

    It was good course & good preparation with excellent instructor. Thanks a lot.
    Faisal Mahdi Al-Qahtani

    It was a nice course to have. I suggest taking this course with the same instructor to other people. Thanks for the instructor for his kindness & helfull during the course.
    Abdul-Moniem Al-Humoud

    It is very important course, which enable us to improve our knowledge to work approaching our big account and can be recall us the key account. This is will support us to active result for the best of the Co.
    Mohammed Amjad
    Al-Suwadi Services

    The instructor is highly and technical knowledgeable in explaining all the subject in the course taken.
    Noel V. Garan
    Coldstorec Group Of Saudi Arabia

    Instructor was well prepared and knowledgeable I gain lot of useful information.
    Gulam Khan
    Saudi Aramco

    It was a good learning experience. Got to know the concept involved in key account.
    Muthuraman Nachiappan
    Al-Suwadi Services

    The instructor Mr. Ahmed Sabry has a very nice spirit.
    Salam Fakhoury
    Al Khodari Company

    It is very useful to us and increase our knowledge.
    Mohammed Rashed Afifi
    Al Khodari Company

    The course is excellent and helpful. It help me in organizing the work in more safe manner.
    Muzammil Hayat
    Al Khodari Company

    The instructor is very knowledge and hard working, his way of teaching is very good.
    Ibrahim Darwish
    Al Khodari Company