About this Course

Organisations are increasingly recognising the importance of marketing, its role in the overall success of the company and its contribution towards achieving sustainable growth and profitability. 

Marketing is critical in delivering the message to prospects on the perceived value of quality and differentiation of products and services from a given branding.

This course is specifically tailored for professionals who have not been privileged with prior marketing skills, and takes a gentle curve with an emphasis on equipping them with that missing knowledge.

Objectives

Upon completion of this workshop, participants will be able to;

• Apply the basic concepts and principles of marketing to become more customer and market-driven
  
• Understand marketing terminologies
  
• Aggregating their relevant markets into segments
  
• Understand and develop an analysis of the marketing environment
  
• Source and put market research to good use
  
• Understand the marketing mix i.e. Distribution Channels, Price Structures, Advertising, Sales Promotion and the Relationship Between Sales and Marketing
  
• Discriminate between good and bad marketing practices
  

Contribute more effectively to the marketing activities of their organisations

Target Audience

For newly appointed individuals in marketing functions (less than 2 years’ experience), or anyone in the organisation who wants to understand the marketing department and help contribute more to the marketing strategy.

Duration

Two days

Curriculum

Introduction to Marketing

• What is Marketing?
  
• The Importance of Marketing Within an Organisation
  

Environment Analysis

• Understanding the Internal
  
• Understanding the External Environment
  
• Case Analysis and Discussion
  

Understanding Your Customers

• Segmenting the Market
  
• Profiling Your Customers
  
• Targeting and Positioning
  
• Case Analysis and Discussion
  

Introduction to the Marketing Mix

• Understanding What is Product and its Components
  
• Understanding Price, its Importance and Different Pricing Strategies
  
• Introduction to The Promotional Mix; The Importance of IMC
  
• Overview of Distribution Strategies and its Challenges
  
• Case Analysis and Discussion
  

Closing

• Presentation and Discussion
  

Methodologies

The interactive program has been designed to facilitate learning through a series of lectures, discussions and exercises.

While the lectures aim to equip participants with general frameworks and understanding of strategy marketing, the discussion and exercises help individual participant understanding the respective functions of marketing and its role within the organisation.

This open discussion also provides a platform for the participants to interact with one another from different backgrounds and industries where a different perspective may be revealed and reviewed.

Rate this course:

Log in to submit

Comments