• Primary objective and benefits

  This workshop will help participants to:
  1. Realize the function of marketing in a competitive, dynamic global business.
  2. Evaluate the social, legal, political and ethical concerns in marketing.
  3. Generate superior customer insights for effective marketing management.
  4. Develop effective strategic and marketing analysis skills.
  5. Prepare a complete positioning strategy.
  6. Assess and strengthen the brand’s identity.
  7. Design effective pricing strategies that optimize the value extracted from customers.
  8. Enhance computer-based skills including on-line activities, written and oral communication, and information analysis.
  9. Demonstrate an individual capability for meeting professional standards of conduct, quality, and skill.

Program Contents

• Module 1 -
  Defining Marketing & Developing Marketing Strategies
  • Importance of marketing
  • The scope of marketing
  • Core marketing concepts
  • Updating the 4P’s
  • Marketing Management Tasks
  • Marketing customer value
  • Corporate and division strategic planning
  • Business unit strategic planning
  • Product planning

• Module 2 -
  Collecting The Information & Conducting Market Research
  • Components of modern marketing information system
  • Internal records
  • Marketing intelligence
  • Analyzing the macro environment
  • The market research system
  • The research process
  • Measuring marketing productivity

• Module 3 -
  Analyzing Customer Markets & Business Markets
  • Building customer value, satisfaction, loyalty
  • Cultivating customer relationships
  • What does influence consumer behavior?
  • The five stage model of the buying process
  • What is organizational buying?
  • Participants in the buying process
  • Purchasing and procurement
  • Stages in the buying process
  • Managing business to business
  • Identify market segments and targets

• Module 4 -
  Brand Equity & Competitive Dynamics
  • Building brand equity
  • Measuring brand equity
  • Managing brand equity
  • Customer equity
  • Differentiating strategies
  • Positioning small and medium businesses
  • Competitive strategies for market leaders
  • Product life cycle market strategies

• Module 5 -
  Product & Pricing Strategies
  • Product characteristics and classifications
  • Product and services differentiation
  • Design
  • Packaging, labeling, warranties
  • Understanding pricing
  • Setting price
  • Adapting the price
  • Initiating and responding to price change