Understand the criticalissues faced by every marketing manager in attempting to marry the objectivesand resources of the organization with the needs and opportunities in themarket place with the goal of generating increased revenue.

TargetGroup

• Newly appointed Marketing Managers responsible for themarketing and sales function. Sales Managers and any other managers who wouldlike to gain an understanding of marketing concepts and processes

Duration

• A 5-Day program with 6-8 contact hours per day

Method

• Highly participative and practical setting utilizing casestudies, work groups and exercises

CourseContents

1. The Nature ofMarketing

• What is marketing
• The nature of marketing in an international context
• Identifying opportunities and selecting targets -segmentation
• Marketing information systems / research
• The marketing mix

2. People

• External marketing: who buys, why they buy, generalbuyers' behavior, segmentation in detail
• Internal marketing, developing marketing awareness withinthe organization

3. Product - new andexisting

• Product strategy, development and life cycle
• Product mix
• Product positioning

4. Place

• Channels of distribution
• Effectiveness of distribution
• Where to produce: comparative cost advantage

5. Price

• Considerations in deciding pricing strategies
• Pricing over product life cycle: new, products, growthproducts, mature products
• Cost-oriented and demand-oriented pricing
• Value based pricing
• Pricing multiple products
• Volume and profit objectives
• Activity based compensation

6. Promotion

• Purpose of promotion
• Elements of promotion
• Promotion process & communication
• Promotional mix
• Promotional campaigns
• Rules and tips

7. The Planning Process

• The importance of planning
• The scope of planning
• Techniques and guidelines
• Developing budgets
• Relationship between marketing planning and sales planning

8. The Role of theMarketing Manager

• Organizing, implementing & controlling marketingprograms
• Establishing & monitoring budgets
• Establishing monitoring systems
• Selecting & developing the marketing management teamwith a view to improving marketing