Marketing Management

Marketing are activities of a company associated with buying and selling a product or service. It includes advertising, selling and delivering products to people. People who work in marketing departments of companies try to get the attention of target audiences by using slogans, packaging design, celebrity endorsements and general media exposure.

FUNDAMENTALS OF MARKETING FOR NFP AND PUBLIC SECTOR

COURSE OVERVIEW

Delivering high quality service and performance is the name of the game for public sector and not for profit making organisations. Marketers in these complex and dynamic sectors require skills and knowledge that combine marketing strategy and tactics to successfully manage, adapt and deliver best marketing practice

PROGRAM KEY FEATURES:

Apply the basic concepts and principles of marketing to become more customer and market-driven:

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  • Understand marketing terminology in the context of Public sector/NFP.
  • Segmenting your market.
  • Understand and develop an analysis of the marketing environment.
  • Marketing planning templates and process.
  • Multiple markets and stakeholder management.
  • Understand the marketing mix and its application.
  • Discriminate between good and bad marketing practice.
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WHO SHOULD ATTEND

Public sector or not for profit making marketing team members or experienced marketers new to these sectors, or seasoned employees new to marketing. Managers and employees involved in service development, service delivery and relationship management. Its focus is on tactical execution aligned to an organisations overall goals and strategy. No prior knowledge is assumed on this workshop

STRATEGIC MARKETING MASTERCLASS

COURSE OVERVIEW

The main challenge facing many organisations today is how to ensure their activities are customer

focused and their strategy externally driven. Today’s changing business environment drives the continual

 search for competitive advantage, and this workshop is designed to provide delegates with the

 knowledge, tools and techniques to achieve this. The programme includes mentoring and clinic sessions,

 ensuring delegates have the confidence and support to instigate changes in their own business context

PROGRAM KEY FEATURES:

  • Marketing’s role in organisations today.
  • The challenge of establishing a market orientation.
  • Structure of a customer-focused marketing plan.
  • The tools of internal and external analysis.
  • The strategic marketing planning process.
  • Aligning strategic, operational and tactical level plans.
  • The challenges of segmentation in both B2B and B2C organisations.
  • Developing the value proposition.
  • From product to service to solution.
  • Brand strategy and delivering the brand promise.
  • Metrics to evaluate and improve future marketing performance.

WHO SHOULD ATTEND

  • Organisations wanting to improve their external focus or the effectiveness of their marketing activity - whether public or private sectors - will benefit from this program.
  • Delegates need to be experienced managers, from a marketing or non-marketing background, involved with their business planning and strategy development and/or who have authority to develop and implement marketing plans and strategy. Marketers with strategic responsibility and those developing into senior organisational roles will find this program valuable as will those marketing practitioners responsible for operational marketing plans and their return on investment
INTERNATIONAL MARKETING

COURSE OVERVIEW

Delegates are introduced to a wide range of concepts in the field of international marketing. As the world develops into a ‘global business village’, there is a greater need to know how managers cope with and manage an ever-increasing set of complex and unfamiliar factors and issues that may have a drastic impact on the business. This module will allow the students to become familiar with the nature of a selection of international issues and gain an understanding of their implications on the firm’s marketing strategies and activities, and the wider environment.

PROGRAM KEY FEATURES:

This module puts marketing into the global context and shows the importance of international marketing in the era of globalization. It familiarizes students with the theoretical base for international marketing and provides them with a thorough understanding of the nature of the international market place and the complex and challenging forces that shape the current international business environment. Students will learn how to critically assess the implications of such forces and trends for marketing strategy and decision making across borders. They will also develop international marketing decision-making skills and know-how that will assist them in pursuing a career in international marketing or business.

WHO SHOULD ATTEND

  • Those requiring the skills needed to analyse and solve marketing problems in order to achieve strategic advantage.
  • Owners of small businesses who recognise the importance of marketing for the success of their  businesses in the global environment.
  • Anyone wishing to function effectively in the marketing environment.
MARKETING AND NEW PRODUCT DEVELOPNMET MANAGEMENT

COURSE OVERVIEW

Effective development and marketing of high –quality new products have become major corporate priorities for many companies in this new economic environment. More than ever, companies must  establish and support high- performing new product development efforts.

High-quality new products are mandatory in today’s markets, but new products must also meet market windows at desired cost targets. More and more companies are discovering that both customer needs and functional contributors must be fully integrated in the new product development process.

This course will help you achieve a winning new product development program. You will also learn about the highly important behavioural issues encountered in new product development, such as communicating objectives, team building leadership and conflict management.

PROGRAM KEY FEATURES:

  • Understand the importance of a disciplined and integrated approach to new product development.
  • Know the various organizational design alternatives for managing new products.
  • Establish clear goals and objectives for your new product development program.
  • Know and assess the major methods for generating and assessing new product ideas.
  • Reduce development “time to market”
  • Integrate quality throughout the new product development process.
  • Promote clear communications within the team and within the rest of the organization.
  • What it takes to develop both culture and a climate that fully support innovation.
  • Minimize detrimental conflicts between groups.
  • Identify project manager behaviour skills and how to use them.

WHO SHOULD ATTEND

  • Marketing Makers
  • New Product Development Manager
  • Marketing Researchers
  • Service Markets
  • Public Relations Officer