Course Objectives
Certified Marketing Professional
Course Methodology
In addition to the classical concepts the course offers, the 'Certified Marketing Professional' course employs a wide array of case studies, templates, and Excel sheets to help participants acquire the right marketing competencies and apply them in a seamless and professional manner.
Course Objectives
By the end of the course, participants will be able to:
Define the marketing framework of a business organization
Conduct marketing audits and analysis to better examine the micro and macro environments
Combine best practices, tools and models to implement an effective marketing and sales management system
Develop strategies, initiatives and programs to build and sustain a competitive market advantage
Apply planning and the execution of advanced marketing strategies to enhance organizational results
Target Audience
The training course will be of interest to a wide range of marketing, PR, communications, sales and operations professionals. It is of special value to marketing managers in firms, businesses, organizations and institutions of all sizes and in all sectors.
Target Competencies
Marketing planning
Marketing audits
Macro and micro environments analysis
Marketing communications
Marketing research
Course Outline
Marketing concepts
Marketing management defined
Evolution of the marketing concept
Differences between marketing and selling
Scope of marketing management
Setting the scene: the marketing mix
Using the 4Ps marketing mix model
Marketing audit and planning
Understanding the marketing environment
Various marketing analysis techniques
'PEDSTLE' analysis
'SWOT' analysis
The five forces model (M. Porter)
Customer analysis
Competitive analysis
The marketing audit
Marketing planning
Market segmentation, targeting and positioning
Market segmentation defined
Basis of market segmentation (B2C)
Basis of market segmentation (B2B)
Criteria for successful segmentation
Market targeting
Market positioning
Steps in market segmentation, targeting and positioning
Marketing communication and campaigns
Elements of the communication process
Steps in creating a promotional campaign
The goals and tasks of promotion
The 'AIDA' concept
Setting the advertising budget
The various media types
Media scheduling
Evaluating promotional campaigns
The Product Life Cycle (PLC): a strategic approach
The PLC concept
Marketing strategies for PLC
The promotion mix and marketing objectives
Characteristics promotion mix elements
Promotion mix strategies across the PLC
Push and pull strategies
Marketing research
Marketing research defined
The marketing research process
Secondary and primary data
Questionnaire design
Forms of survey research