23-08-2020 - 27-08-2020	3300	دبي

Course Introduction:

This course provides key insights into the essentials of marketing in a clear, simplistic manner that conveys a comprehensive understanding of how the elements of 'the marketing mix' are used to build a competitive advantage.

It explains the difference between 'marketing' and 'selling', and highlights the skills required to be a successful marketer. The program offers many ideas for developing creative and innovative marketing solutions.

Through the use of various analytical tools, participants will gain an insight into how to develop an effective marketing plan for their own product / company. A full set of customized marketing activities will create a deeper thinking of marketing strategy development, and implementation, which participants can bring back to their own organization.

Course Objectives:

To help delegates understand the importance of marketing in today's highly competitive marketplace
To understand the importance of situational analysis and market research, as a base for preparing a successful marketing plan
To understand the different marketing strategies available and how to apply them
To be able to develop the right marketing mix to support the overall marketing strategy and objectives
To understand the components of a marketing plan and formulate one that is specific to each delegate's business
To know how to implement and measure the success of a marketing plan

Who Should Attend?

All new marketing personnel, as well as professionals in career transition, moving into a marketing role.

This course is ideal for all marketers looking to gain a clear understanding of the core concepts of marketing, and how they can apply them in today's changing business world.

Course Outline:

What Is Marketing?

The Difference Between Sales & Marketing
Defining The Marketing Mix
Defining The Product

Marketing Objectives

What Is Strategy?
Organizational Mission & Corporate Objectives

Situation Analysis

Marketing Environment
Micro & Macro Issues

The Consumer

Customer Focus
Types Of Buyers
The Buying Decision Process.

The Market

Defining The Market
Market Segmentation.

Market Research

Types Of Market Research
Sampling Methods
Product - Service Positioning
GAP Analysis
The Product Lifecycle
Effects Of Extension Strategies

Product Portfolio

Extended Boston Consulting Matrix
Competitive Forces
Competitive Positions.

Competitive Strategy

Ansoff's Matrix Strategies
Porter's Generic Forces
U.S.P.'s (Competitive Advantage / Unique Selling Proposition)
Developing The Right Marketing Mix
The Product
> Sequence For New Product Development
> Time Adoption Of Innovations
Reasons Why Products Fail
Brands
> What Is A Brand?
> The Branding Process.
Review Of The Marketing Mix
Reasons For International Failures
Forecasting & Financial Analysis
> Market Sales Potential & Forecasting
> Cost Benefit Analysis
> Marketing Budget
Implementation
> Process
> Strategy Versus Tactics
Evaluating Success
> Controlling & Evaluating
> Performance Standards Or Metrics
The Marketing Plan