| Effective Marketing Workshop |
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Course: MKT001 |
RMB 8850 |
| Duration: 2 Days |
Check the Training Schedule |
| Course Audience |
| Marketing Team: Marketing Managers, Sales Managers, Advertising Managers, Market Research Managers, Customer Relationship Managers, Project Managers, Entrepreneurs, and Marketing Management Consultants. |
| Course Objectives |
- 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
- Emphasizes planning and executing strategic marketing programs
- 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
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| 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.
- Strengths, Weaknesses, Opportunities and Threats (SWOT) Analysis.
- Porter’s Competitive Advantage. Porter’s 5 Competitive Forces and Value Chain.
- Product Lifecycle (PLC).
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| 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
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| Day 1 am 1 |
| 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: |
- Identifying market potential
- Defining your market
- Market segmentation
- Estimate your market size
- Revenue estimate
- FAST Techniques (Functional
Analysis System Technique)
- VE Job Plan
- Case Study and workshop
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| am - 2 |
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| 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
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| Pm – 1 |
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| Competitor Analysis |
| Key areas covered: |
- Gathering competitive information
- SWOT analysis
- Understanding competitor objectives
- Product analysis
- Applying Porta’s market five forces model
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| Pm –2 |
| Positioning |
| Key areas covered: |
- Product positioning theory
- Building product positioning statements
- Defining the key messages for your customers
- Data sheet development
- Case studies
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| Day 2 – am 1 |
| Pricing and Business Case Building |
| Key areas covered: |
- Pricing techniques
- Building a pricing strategy
- Business case building
- Licensing models
- Case studies
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| am - 2 |
| 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: |
| 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
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| pm - 1 |
| 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: |
- The communication model and how to maximize its effect
- Cross-functional communication
- Communicating with customers
- Dealing with date, feature and pricing question
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| pm - 2 |
| Publicity and Public Relations:study of the implications of public relations on marketing, corporate identity, public policy advocacy and lobbying, issues management, media relations |
| Problem solving and decision making |
| Tools and techniques in assisting marketing manager in finding the problem fast and be able to make the right decisions. |
- Problem solving process
- Challenge of ranking technique
- KT problem solving and decision making process
- Workshop in problem solving and decision making
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| Day 3 – am 1 |
| Finance for non-finance Manager |
| This section provides the essential financial knowledge for a marketing manager to understand the health of a company. Know how to interpret the financial report to determine the health of a company. |
- How to read financial reports including income statement and balance sheet
- How to read financial ratios
- What are the market ratios for investors and their implications
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| am - 2 |
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| Product Release and refinement |
- The product launch process
- Building a product launch checklist
- Gaining cross functional support
- Meeting end users goals
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| pm -1 |
| Challenge in launching a high tech product |
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- 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
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| pm -2 |
| Ongoing marketing planning |
- Product planning – managing between programs and projects
- The annual marketing plan
- Marketing planning and the senior management team
- Incorporate marketing planning into your daily job
- Making continuous improvement in marketing
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| Check Product Management in Practice |
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Effective Marketing Workshop
