Certified Marketing Professional
Why Attend
With competition increasing every day and the mounting pressures that characterize tough economic times, you need proven marketing techniques to generate demand for your products and services. The Certified Marketing Professional training course offers a variety of important marketing concepts that will give you solid knowledge about conventional marketing topics such as marketing planning, marketing audit, marketing communications, and marketing research. It is a must for professionals who would like to explore marketing arenas for the first time or wish to refresh their marketing know-how.
Outline
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Marketing concepts
- Marketing management defined
- Evolution of the marketing concept
- Differences between marketing and selling
- Scope of marketing management
- Setting the scene: the marketing mix
- Using the 4Ps marketing mix model
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Marketing audit and planning
- Understanding the marketing environment
- Various marketing analysis techniques
- ‘PEDSTLE’ analysis
- ‘SWOT’ analysis
- The five forces model (M. Porter)
- Customer analysis
- Competitive analysis
- The marketing audit
- Marketing planning
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Market segmentation, targeting and positioning
- Market segmentation defined
- Basis of market segmentation (B2C)
- Basis of market segmentation (B2B)
- Criteria for successful segmentation
- Market targeting
- Market positioning
- Steps in market segmentation, targeting and positioning
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Marketing communication and campaigns
- Elements of the communication process
- Steps in creating a promotional campaign
- The goals and tasks of promotion
- The ‘AIDA’ concept
- Setting the advertising budget
- The various media types
- Media scheduling
- Evaluating promotional campaigns
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The Product Life Cycle (PLC): a strategic approach
- The PLC concept
- Marketing strategies for PLC
- The promotion mix and marketing objectives
