About this Course

The complex and rapidly changing environment in the marketplace impact all organisations. In this dynamic environment, marketing has become an increasingly important engine to drive the organisation's products and services to success in the marketplace. However, to be effective, marketing must make an impact and lead to measurable results. That does not necessarily mean expensive and fanciful marketing that put a strain on your budget but does not go far in terms of results.

This two-day course aims to provide an understanding of what innovative marketing is all about. At the end of the course, participants will comprehend the significance of innovative marketing as a key differentiator in the competitive marketplace.

Learning Outcomes:

• Be equipped with a clear understanding of the marketing concept and their importance to your company's long-term success in the marketplace
  
• Be familiarised with the key requisites of innovative marketing and how it can create impact and lead to measurable results
  
• Have the opportunity to apply selected tools and techniques in case-studies in a collaborative learning environment
  

Course Outline:

What is Marketing?

• Key fundamentals of marketing
  
• Going beyond buzzwords and jargons
  

The Marketing-Oriented Organisation

• What marketing orientation means
  
• Is my organisation marketing-oriented?
  

Understanding the External Environment

• The key external influences on the organisation's business
  
• Emerging trends and their impact on the organisation
  

Understanding the Internal Environment

• Assessing the internal environment
  
• Developing the SWOT Matrix
  

Market Segmentation, Targeting & Positioning

• Developing the Segmentation & Targeting Strategy
  
• Developing the Market Positioning Strategy
  

Deploying the Marketing Mix

• The marketing toolbox
  
• Applying the marketing toolbox
  

Who Will Benefit?

• Non-marketing executives who desire to have an understanding of what marketing is all about
  
• Executives who play supporting roles to the overall marketing efforts of their companies/organisations
  
• Marketing Executives and Managers who need to keep abreast of current issues and best practices in modern marketing
  

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