Professional Marketing for Competitive Advantage

Course details

Who Should Attend:

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

• 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.

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.

The Scope of Marketing

• Defining Marketing
• Core Marketing Concept

• Objectives and Goals
• Vision

The Importance of Market Segmentation

• The Benefits of Market Segmentation
• Steps in Market Segmentation

The Product Life Cycle (PLC) Concept

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

Kinds of Distribution Channels

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