Certified Marketing Professional

Courses Syllabus

Introduction

Who should attend: Marketing staff and executives who wish to know more about the vital role that marketing plays in organizations and to identify and solve many business problems by using a marketing perspective. The program is also designed for anyone who wants to keep current on marketing strategies.

Objectives

• Define the marketing framework of a business organization.
• Develop 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.

Content

Marketing Concepts

• Evolution of the Marketing Concept
• Relationship between Marketing and Selling
• Scope of Marketing Management
• Developing the Marketing Mix for Products and Services
• Managing the Marketing Effort

Marketing Audit and Planning

• Understanding the Marketing Environment 
• The Various Marketing Analysis Techniques 
• The Marketing Audit
• Competitive Analysis 
• Customer Analysis
• Marketing Planning (Format, Content)

Market Segmentation, Targeting and Positioning

• Basis of Market Segmentation (B2C)
• Basis of Market Segmentation (B2B)
• Profiling the Segments 
• Criteria for Successful Segmentation 
• Market Targeting
• Market Positioning 
• Steps in Market Segmentation, Targeting and Positionin

Marketing Communication and Campaigns

• Elements of the Communication Process
• Identifying the Goals of the Promotion 
• Steps in Creating a Promotional Campaign 
• The AIDA Concept 
• Advantages and Disadvantages of the Various Media Types 
• Media Scheduling 
• Evaluating Promotional Campaigns

The Product Life Cycle: A Strategic Approach

• Introducing the Product Life Cycle Concept (PLC)
• The Promotion Mix and Marketing Objectives 
• Characteristics of PR, Personal Selling, Advertising and Sales Promotion 
• Promotion Mix Strategies Across the PLC 
• Push and Pull Strategies

The Product Life Cycle: A Strategic Approach

• Introducing the Product Life Cycle Concept (PLC)
• The Promotion Mix and Marketing Objectives 
• Characteristics of PR, Personal Selling, Advertising and Sales Promotion 
• Promotion Mix Strategies Across the PLC 
• Push and Pull Strategies

Marketing Research

• Marketing Research Defined
• The Marketing Research Process
• Types and Sources of Data
• Questionnaire Design
• Types of Research (Observation, Mystery Shopper, Survey)