Outlines

 

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

Positioning

• 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

Who Should Attend

 

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

Duration

5 Days