Applied Marketing Management

Description: This short training focuses on marketing and management decisions taken by an organization. It is all about how organizations respond to their marketing environment and how they put together and implement their marketing strategies and plans within a management context. An understanding of the nature of the marketing concept and its functional activities is essential to become a successful marketing manager. The training provides an overview of the integration of pricing, distribution, promotion and product differentiation policies used in planning and decision making. The integration of marketing with other business functions is emphasized, along with its socio-economic implications. The training will help to develop a clear understanding of marketing as a managerial orientation applicable to all organizational types. In addition, it equips trainees to develop a deep understanding of the different classifications of management tools, key business, knowledge and analytical skills required to deal with challenges in a fast growing and changing business environment. Practicalcase studies will be used in analyzing opportunities, solving marketing issues, and preparing implementation plans and developing effective marketing strategy of the company.

Content: The training will cover the following topics:

Topic 1: Introduction and overview

Topic 2:  Segmentation targeting and positioning

Topic 3:  Marketing management tools of analysis

  • Building a brand
  • Strategic options for the marketing mix: product choices, pricing and distribution choices
  •  Relationship marketing
  • A grounding in business techniques

Topic 4:  Classification of management tools and techniques

  • Modeling
  • Network and systems analysis

Topic 5:  Gant charts, scheduling, critical path analysis

Topic 6:  Decision analysis – risk and uncertainty, payoff matrices

Topic 7:  SWOT, PEST and Porter’s Five Forces

  • Tools and techniques for people
  • Management – negotiation skills
  • Stakeholder analysis
  • Tools for brainstorming

Target Group: The training is suited to a wide range of professions working in business sector, government, non-government, and private sectors.

Requirement: A minimum of BA/BSc degree in marketing and related business fields.

Duration of the Training: Five days

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