Program Objectives
- Have an appreciation of the importance of being market-focused and customer-driven in a competitive business environment
- Apply marketing theories, principles, and concepts in real world situations
- Develop and implement marketing plans involving product development, distribution strategy and advertising and promotions
- Increase the competencies and skills of marketers in a highly competitive digital world
What You Will Learn
- Overview of Marketing Management
- Consumer Behavior and the Buying Decision Process
- Market Segmentation
- Understanding Marketing Research Reports
- Creating Positioning Statements
- Evaluating Advertising
- Demand Forecasting
- Distribution Strategy
- New Product Development Process
- Implications of Online and Digital Tools
Key Benefits
Participants will develop an understanding of critical Marketing principles and learn to apply them to their company to drive business profitability and competitiveness. Upon completion of the course, the participant will be able to develop a detailed marketing plan ready to secure approval from management for their proposed strategies, initiatives, and activities. They will also be able to think about and appreciate the Implications of Online and Digital Tools to the business model of their specific products and services.
Who Should Attend
The program is intended for those new marketing professionals or those who need a solid knowledge of the fundamentals of marketing management:
- Employees who have moved into a Marketing role or have been assigned with marketing responsibilities
- Sales professionals with additional Marketing responsibilities
- Business owners, Senior business managers, and Finance professionals who would like to understand customer buying behaviors better, including buying decision process
- Startup entrepreneurs who need to develop a marketing plan for their innovation business