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
• A clear understanding of the art of marketing and the impact of marketing strategies
• New approaches to marketing and how they will link to achieving the company's overall strategic objectives
• Your own draft marketing plan to take back and implement at work

Course Outline

• Marketing

• The Difference Between Sales & Marketing
• Defining The Marketing Mix
• Defining The Market
• Market Segmentation

• 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

• 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
• Competitive Advantage / Unique Selling Proposition / Points
• 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
• Some Reasons For International Failures
• Forecasting & Financial Analysis
• Market Sales Potential & Forecasting
• Cost Benefit Analysis
• Marketing Budget
• Implementation
• Process
• Strategy Vs Tactics
• Evaluating Success
• Controlling & Evaluating
• Measuring Success Using Metrics
• The Marketing Plan

Who Should Attend?

• All new marketing personnel looking to gain clear understanding of
• the core concepts of marketing and how they can apply them in changing business world.