Professional Marketing for Competitive Advantage

Who Should Attend:

• Marketing Professionals
• Customer-facing Managers & Supervisors
• Anyone with something to sell, internally or externally

Course Objectives:

• An overview of the scope of Marketing and principles of Marketing Management
• Familiarity with the core concepts, mission and objectives of marketing
• Explore ways to build and emphasise your Competitive Advantage
• Understand the importance of using market segmentation to target marketing effort
• Identify the stages of the Product Lifecycle and how to market products at each stage
• Master strategies for the mix of promotions that will lead to best results
• Learn how to organise and manage your Distribution Channels
• Familiarity with the process of Strategic Planning in marketing
• Understand how your attitude and superior personal relationships are key to success
• Master techniques for personal selling, advertising, public relations, sales promotions.

What will you gain?

By the end of this course you will be able to:

• Understand Marketing Management and he Process of Strategic Planning in Marketing
• Explain Market Segmentation
• Describe the Total Product Concept
• Develop Promotion Mix Strategies
• Describe how to organise and manage the Distribution Channel
• Explain how to build competitive advantage.

Course Content:

The Scope of Marketing

• Defining Marketing
• Core Marketing Concept

The Marketing Mission

• Objectives and Goals
• Vision

Marketing Audit

Strategic Alternatives

Marketing Assumptions

The Importance of Market Segmentation

• The Benefits of Market Segmentation
• Steps in Market Segmentation

Market Targeting and Product Positioning

The Product Life Cycle (PLC) Concept

• Introduction Stage
• Growth Stage
• Maturity Stage
• Decline Stage

Personal Selling

Advertising

Sales Promotion

Public Relations

Linking the Promotion Mix to PLC Strategies

Kinds of Distribution Channels

• Choosing the Best Channel
• The Role of the Marketing Distribution Channels

Superior Product or Service

Superior Assets

Low Cost Operator

Innovation

Global Skills

Scales Advantages

Attitude

Superior Relationships

Risk Management.

Career Path

Business Success through Strategic Marketing