Marketing Imperatives

SCHEDULE

September 24 to September 26 Abu Dhabi, United Arab Emirates Register
September 24 to September 26 Dubai, United Arab Emirates Register
November 14 to November 16 Dubai, United Arab Emirates Register
December 05 to December 07 Abu Dhabi, United Arab Emirates Register

COURSE AIMS

Today’s market is highly competitive and requires a sophisticated understanding of the mechanics of sales, marketing, branding and plan implementation. Marketing managers have to understand the essential marketing drivers in order to make sound decisions.

This programme is intended as an intensive primer on the essentials of marketing, including how to create a marketing plan and understanding the dynamics of product and market strategy, positioning and segmentation. In addition, delegates will get some insight on broad strategic directions such as the changing media landscape, relationship marketing and global marketing strategies.

WHO WILL BENEFIT FROM THE COURSE?

Sales and marketing professionals who would like to gain an understanding of the essential marketing drivers as well as an insight into the critical components of branding, brand development, brand management and brand extension.

WHAT WILL YOU GAIN FROM THIS COURSE?

  • Understand the key drivers of a marketing strategy
  • Acquire a good working knowledge of marketing, along with practical skills, techniques and tools to plan and implement campaigns
  • Discover insights to identify, evaluate and solve problems
  • Explore the importance of a marketing strategy and learn the key steps towards developing an effective marketing plan
  • Understand the importance of branding and corporate identity
  • Recognise the relationship between marketing and communication
  • Uncover practical insight into the mechanics of advertising and the media mix
  • Evaluate, understand, modify or create a marketing plan for your organisation
  • Best practices of a market driven business approach
  • View customer relationships and diver how these relationships can be affective by the internal systems of your organisation

SAMPLE COURSE CONTENT

Below is an example of the course content. The content can be ‘tailored’ to meet the exact requirements of the client.

An Introduction to Marketing
  • The Definition and Scope of Marketing
  • The Key Dimensions of Marketing
  • Marketing Mix Basics and the 4 P’s
  • Analysis Tool: Determining the Marketing Mix
  • Analysis Tool: Product Strategy
  • Analysis Tool: Market Strategy
  • Analysis Tool: Market Positioning
  • Using Target Marketing and Positioning to Gain a Competitive Edge
  • Define and Identify a Market
Developing an Effective Marketing Plan
  • What is a Marketing Plan?
    • The Importance of Having a Marketing Plan
    • Current Situation
    • Where the Business is Heading
    • The Strategic Opportunities
    • Why and What is Planned
    • Strategies to Achieve the Plan
  • Stages of Developing a Marketing Plan:
    • Confidentiality Statement and Memorandum of Risk
    • Executive Summary
    • Current Marketing Situation
    • Threats and Opportunities
    • Objectives and Issues
    • Marketing Strategies
    • Operational Plans
    • Budgets
    • Controls
Branding
  • What is a Brand?
  • Importance of Branding
  • The Corporate Identity Mix
  • Brand Development:
    • Brand Extension
    • Multi-Brands
  • Brand Management
Marketing Communications
  • The Marketing Communications Plan
  • The Communication Mix
  • Analysis Tool: Sostac
  • Analysis Tool: The 3 Ms
  • Analysis Tool: Dagmar and Aida
  • Situation Analysis and the Marcom Plan
  • Segmentation and Target Marketing
  • The Importance of Integrated Strategies
  • The Rules of Integrating Communications
  • Planning Tool: Map Communication Planner
  • The Format and Preparation of a Communication Plan
  • The Tactical Execution of the Plan
Advertising Essentials
  • Advertising Agency Types and Structures
  • Choosing an Agency: RFQ, Pitch, Selection Criteria and Remuneration Options
  • Media Mix Essentials
  • Analysis of Media Vehicles
  • Buying Media
  • The Changing Media Scene
Marketing: New Objectives, Dimensions and Thinking
  • Research: Information is Power
  • Customer-Driven Versus Product-Driven Marketing
  • Essentials of Global Marketing Strategy
  • Relationships and Brand Loyalty
  • Strategic Tools to Keep Your Focus
Overview
  • Marketing Processes
  • Defining the Competition
  • Understanding Marketing Strategies
  • The Marketing Mix
  • The Relationship Between Sales and Marketing
  • New Production Introduction
  • Market Driven or Product Driven

METHODOLOGY OF TRAINING

The foundation of our training is anchored in activity-based experiential learning. This methodology takes into consideration different learning and communication styles, and more importantly language and cultural differences. It is through active participation that the adoption and application of theory is expedited.

Our training team pays careful attention to planning and designing effective instructional methods essential for the transfer of knowledge. It is the creative skill of our management trainers and consultants that reveal untapped skills of the delegates through:

  • Group discussion
  • Individual and syndicate activities
  • Individual and group tasks
  • Case studies
  • Role plays
  • Audio and video evaluation
  • Action planning
  • Experiential learning games
  • Presentations

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Abu Dhabi

P.O. Box 44705, Abu Dhabi,
United Arab Emirates
Phone: +971 2 6740340
Fax: +971 2 6743554

Dubai

P.O. Box 334058, Dubai,
United Arab Emirates
Phone: +971 4 2566414
Fax: +971 4 2566424