Course Audience
- CMO’s (Chief Marketing Officer) Team: Marketing Managers, Sales Managers, Advertising Managers, Public Relations 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 chief marketing officers and marketing managers
- Focuses on marketing management best practices, tools and models to implement an effective marketing and sales 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 communication programs
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. PEST Analysis. Strengths, Weaknesses, Opportunities and Threats (SWOT) Analysis. Porter’s Competitive Advantage. Porter’s 5 Competitive Forces and Value Chain. Product Lifecycle (PLC). Marketing Channels.
Course Outline / Customization Subjects
- Marketing Principles: product/service lifecycle (PLC), the marketing “Ps”, product design, distribution, packaging, presentation, pricing, promotion, and people
- Marketing Strategy: focuses on development, implementation, and control of marketing strategies needed to attain and sustain a competitive market advantage
- Marketing Research:
- Understanding customers to create value – understanding the psychological aspects of buyer behaviour. How clients make buying decisions and interpret advertising and sales messages
- Competitive intelligence
- 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. Understanding the decision-making process when developing promotional campaigns to support a firm’s brand or product/service 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
- Marketing Laws and Ethics
Courseware Content
The management training courseware includes the following:
- Participant’s coursework and assessment project guide
- Executive summary of the subject matter (in power-point lecture notes format):
- Summary of essential concepts and marketing management best practices
- Examples and case studies
- Marketing management toolkit (management frameworks, decision models, checklists, etc.)
- Experiential work-based assessment project
- Online resources for the completion of the experiential assessment project
Performance Evaluation (Optional):
- Performance will be evaluated based on individual or team project deliverables
- Candidates can complete customized experiential / work-based projects such as developing a relevant analysis document, management strategy, action plan or a senior management presentation
- ASMAC course advisor will review the deliverables and provide improvement feedback
- There are no traditional quizzes or theoretical exams.
Course Prerequisites:
- For accelerated team workshops, participants must have similar levels of experience. This is not required for public courses or individual self-paced distance-learning courses
