Training

This course is designed to serve as an introduction to the theory and practice of marketing strategies. We will explore the theory and applications of marketing concepts through a mix of discussions, individual assignments, and group work. We will draw materials from a variety of resources and settings.

The main objectives of this course are to improve your ability to:

• Assess market opportunities by analyzing customers, competitors, collaborators, context, and the strengths and weaknesses of a company.
• Develop effective marketing strategies to achieve organizational objectives.
• Design a strategy implementation program to maximize its chance of success.

• Marketing team (more than 5 years experience)

Part 1:

• Define an organization’s business, mission, and goals.
• Identify and frame organization growth opportunities.
• Formulate product-market strategies.
• Develop reformulation and recovery strategies.
• Draft a marketing plan.
• Emphasize marketing ethics and social responsibility.

 Part 2

• Identify, match, and evaluate opportunities available to an organization.
• Define the nature of a market.
• Describe the benefits and bases of, and the requirements for effective market segmentation.
• Explain the offering concept and offering mix portfolio.
• Identify and describe the stages in the new-offering development process.
• Describe how the marketing manager modifies the offering mix.
• Identify and describe the stages in the product life cycle.

Part 3

• Explain the types of positioning strategies.
• Define the concepts of brand and brand equity.
• Explain the types of branding and brand growth strategies.
• Describe how brand equity is created as well as its value to organizations.
• Describe the practice and framework of integrated marketing communications.
• Select the appropriate communication approach based on an offering’s marketing strategy and life cycle.

Part 4

• Explain the process of how buyers purchase an offering
• Compare a push versus a pull communication strategy.
• Describe the role intermediaries have in the marketing channel selection process.

Part 5

• Discuss how organizations modify marketing channel decisions
• Describe the pricing strategies available to a marketing manager
• Identify the reasons organizations chose to market their offerings outside their home country.
• Explain the four general modes for entering and competing in foreign markets.