Marketing Imperatives


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Today’s market is highly competitive and requires a sophisticated understanding of the mechanics of sales, marketing and branding, and plan of 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.


  • 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

Course Content

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

Day One
An introduction to marketing
  • The definition and scope of marketing
  • The key dimensions of marketing
  • Marketing mix basics and the 4 P’s
  • Analysis tools: product strategy, market strategy and
    market positioning
  • Define and identify a market
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
Day Two
  • What is a brand?
  • Importance of branding
  • The corporate identity mix
  • Brand development: brand extension and multi-brands
  • Brand management
Marketing communications
  • The marketing communications plan
  • The communication mix
  • Analysis tools: SOSTAC, the 3 M’s, 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
Day Three
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
  • 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


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
  • Assessments
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08 Dec 2019 - 10 Dec 2019


8:00 am - 2:00 pm


Abu Dhabi


Abu Dhabi
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