Advanced Strategies in Marketing & Research

Introduction

With competition increasing every day and the mounting pressures that characterize tough economic times, you need proven marketing techniques to generate demand for your products and services. The Certified Marketing Professional training course offers a variety of important marketing concepts that will give you solid knowledge about conventional marketing topics such as marketing planning, marketing audit, marketing communications, and marketing research. It is a must for professionals who would like to explore marketing arenas for the first time or wish to refresh their marketing know-how.

Course Objectives:

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

Who should attend: Advanced Strategies in Marketing & Research Course is ideal for:

Marketing Professionals: Marketing managers, executives, and specialists seeking to deepen their understanding of advanced marketing strategies and research methodologies.
Business Owners and Entrepreneurs: Individuals managing their businesses or entrepreneurial ventures who want to apply advanced marketing techniques for sustained competitive advantage.
Sales Professionals: Sales managers and representatives looking to align their strategies with marketing initiatives for enhanced organizational results.
Mid to Senior-Level Managers: Professionals in leadership positions who wish to gain strategic insights into marketing frameworks and research processes.
Aspiring Marketing Practitioners: Individuals considering a career in marketing or those early in their marketing careers looking to expand their knowledge and skill set.

Course Outlines

Day 1 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
The marketing audit and Planning

Day 2 Market segmentation, targeting, and positioning

Market segmentation defined
B2C and B2B
Criteria for successful segmentation
Market targeting, Market positioning

Day 3 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

Day 4 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
Push and pull strategies

Day 5 Marketing research

Marketing research defined
The marketing research process
Secondary and primary data
Questionnaire design
Forms of survey research

Advanced Strategies in Marketing & Research (Course No.053)

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