By the end of the course the participant should be able to;

Understand customers’ needs.

• Translate the market needs into useful product and services.
• Deliver the right messages to the right customer.
• Understand promotional techniques, media types, and programs required for communicating the intended messages concisely and consistently.
• Understand the most efficient methods to communicate market requirements to product management.

CONTENT

An Overview of Marketing Management

• Marketing, Promotions and the Management Process
• Marketing functions and their characteristics
• The role of Marketing and Promotion in society – facilitating exchange in society

The Strategic Role of Marketing

• Corporate, business and marketing strategies – different issues at different organizational levels
• Implications of Marketing and Promotion activities in business strategies
• Analysing the Marketing Environment
• Characteristics of the marketing environment
• Critical components of the marketing and Promotions environment

Consumer Markets and Buying Behaviour

• Psychological, personal and social influences on consumer decision-making processes
• Organizational Markets and Buying Behaviour
• Comparing organizational and consumer markets
• Organizational buying behaviour and decision–making processes
• The importance and scope of organizational markets

Market Segmentation

• Segmentation, Targeting, and Positioning
• Managing segmentation process
• Targeting and Positioning strategies

Industry and Competitor Analysis

• Identification of industry groups and potential competitors
• Promotion mix decisions
• Promotion programs and Advertising
• Implementing Strategies
• Promotions and Marketing strategies implementation
• Strategy, structure and process

FOR WHOM:

Customer Service Managers/Staff, Sales Representatives, Admin Managers/Officers, Marketers, Supervisors, Team Leaders in various segments of the organization in both the Public and Private Sectors.

TRAINING METHODOLOGY

The training methodology combines lectures, discussions, group exercises and illustrations. Participants will gain both theoretical and practical knowledge of the topics. The emphasis is on the practical application of the topics and as a result participant will go back to the workplace with both the ability and the confidence to apply the techniques learned to their duties.

This course is available in the following locations:
Nigeria - $5000
Rwanda - $7000
UK - $8000
USA - $8000