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Introduction to the course
Marketing is the business function that identifies customer needs, comes up with products and services to satisfy these needs, determines which stakeholders the organization can best serve and designs programmes to influence these stakeholders.
This training course focuses on:
- The major decisions marketing and brand management leaders face in matching their organizations resources with marketplace realities
- Analysis of current issues in marketing and brand management and frameworks for managing them
- Best practices, concepts, tools and techniques for managing marketing and brand activities
- Applying marketing and branding theories to the real-world issues delegates face including balancing demand and supply, understanding, and responding to buyer behaviors, and relationship building.
Course details
By the end of this training course participants will be able to:
- Align marketing with other strategic initiatives within the organization
- Improve the sales recruiting, interviewing, and hiring process
- Integrate social media marketing with traditional marketing activities
- Use the marketing mix to increase business development opportunities
- Recommend, develop, and manage branding activities
The training course combines presentations that share both theory and industry best practices with practical sessions in accordance with adult learning and blended learner-centered principles.
Participants will have opportunities to put into practice the skills they develop and enhance during the course. We make the most of small and whole group exercises, videos, case studies, peer exchange, brainstorming, role plays and discussions.
We will spend time working one-on-one and in small groups to resolve the challenges participants face. They will leave with new ideas and skills they can implement immediately they step back into their teams.
Participants are encouraged to reflect on and discuss their own professional issues and experiences. Overall, 60% of training will be experiential and 40% will be theoretical.
Participants will receive a course manual with an introduction to the training, slides, overview, background information, exercises, and plenty of space for their own notes.
Here are just some of the many valuable benefits to your organization:
- Enhanced capabilities and professionalism amongst marketing and branding leaders
- Structured and logical brand development and management that supports consistent product management activities
- Marketing strategy and plans that link to and support strategic business objectives
- Higher levels of customer satisfaction and loyalty leading to reduced customer churn and increased revenues.
After attending this KC Academy training course, you will be able to:
- Confidently advise executives and board members on appropriate marketing strategies for your organization
- Evaluate existing brands and make recommendations for improving brand management activities
- Develop and implement marketing plans to improve customer relationship management and generate growing revenues
- Explain the financial aspects of marketing and brand management, develop marketing forecasts and budgets, and advise on investment decisions.
This Mini MBA training course is for executives with marketing responsibilities, and those who wish to understand strategic marketing decision making, including:
- Regional and country managers
- Marketing managers and marketing directors
- Brand managers and directors
- Customer relationship managers and executives
- Customer service managers and executives
- Business development managers and executives
- Marketing strategists and planners
- Digital brand management, digital marketing, social media and SEO specialists
- Researchers and data analysts
- PR, public affairs, community relations, media relations and reputation management professionals.
Daily Agenda
DAY 1:
Strategic Marketing Management
- Overview of the core marketing concepts and the marketing process
- Methods for analyzing marketing opportunities
- Strategies for managing products and services including product families and product lines
- Designing pricing strategies to maximize volumes, revenues or profits
- Strategic distribution decisions to get products to customers quickly and cost effectively
- Developing effective promotion strategies to engage consumers, customers and clients
DAY 2:
Brand Management
- Creating an effective brand identity
- Brand naming options for product families and product lines
- Developing support for the brand: champions, ambassadors, celebrities, influencers
- Protecting the brand over time: monitoring stakeholder experiences and perceptions
- Knowing when to refresh the brand
- Managing the organizations reputation
DAY 3:
Managing Stakeholders
- Understanding B2C decision making and buyer behaviors
- Understanding B2B decision making and buyer behaviors
- Mapping, segmenting and prioritizing stakeholders
- How to create buyer behaviors
- Relationships management: using customer journey maps
- Improving customer experience: taking customers on the journey
DAY 4:
Managing Marketing Communication Activities
- Key marketing tools and channels
- Digital marketing and social media marketing
- Managing relationships with the media
- Developing new products and services
- Managing the product life cycle
- Useful frameworks for creating a marketing plan
DAY 5:
Evaluation & Finance for Marketers
- Developing key marketing KPIs to measure outputs, outcomes, value and differentiation
- The financial cycle: creating marketing forecasts and budgets
- Reading financial information: P&L accounts, balance sheets and cash-flow
- Demonstrating return on investment for executives
- Investment decision making
- Action planning
Frequently Asked Questions
There are no prerequisites. Our courses are open to students of all backgrounds who are 18 years of age and older. All courses are conducted in English. Video lectures include English subtitles and the option to slow-down, pause, or replay lectures for better retention. Discussion boards are a critical component of each of our courses; therefore, we suggest students have a conversational knowledge of English when pursuing a Certificate of Completion. For any of the art writing courses, students need to be 100% proficient in written English.
You should have an up-to-date web browser such as: Chrome, Safari, Firefox, or Internet Explorer. For more detailed information, please see the guides for supported browsers and basic computer specifications. Our Online Courses can be accessed on a mobile or tablet device, although we strongly encourage you to have access to a desktop or laptop computer and reliable internet connection for certain course components. Former students have told us it is easiest to read discussion threads and complete written assignments on a laptop or desktop computer.
Registration is available on our website. Just follow these simple steps: Click the “Apply Now” button in the top right corner of your screen. Select “Online Courses.” Choose your course(s). You will be asked for basic contact information and your credit card payment. We require full payment at the time of registration and all tuition is billed in US dollars. Be sure to check with your bank or credit card company, as your financial institution may charge a foreign transaction fee.
Our classes are kept small, at no more than 30 students, to better facilitate and encourage personalized interaction with the instructor and fellow participants. Your classmates come from all over the globe and contribute their global perspectives and experience. Some are currently working within the arts while others are just beginning. All classmates share in their passion for the art world.
It is recommended that you begin your course promptly. If you do need to start the course a few days late, contact your instructor as soon as possible after the course has opened to discuss your options. Registration closes on the Friday after the course begins.
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Course customization available
Course customization available
This training course is available to be conducted at your own pace & at your own time. Request for a quotation now and our training advisor will contact you shortly
