The Marketing Management MBA

The Marketing Management MBA

OBJECTIVES

• Fully understand the Marketing Model
• Understand and be able to manipulate, adjust and manage each aspect of the marketing mix
• Understand how to do a Strategic Market Audit
• Understanding Strategic Product Positioning
• Understand Market Segmentation
• Understanding Branding for Growth
• Understand Value Creation, delivery & Capture
• Learn how to manage Brands and Product Portfolios
• Understand and deploy a marketing tactical mix

WHO SHOULD ATTEND?

• Individuals who are already Marketing Professionals who would like to formalize their thinking and strategies along proven, strategic lines.
• Those who are new to the marketing function or moving across from other disciplines within the company, as well as people with some sales experience but who have had no formal marketing training.
• Individuals who would like to improve and change the way they address and make offerings to their markets
• Those looking for greater returns on their current investments
• Business Managers who need to break out of the ‘Commodity Trap’ and give a positive differentiation to their company, services, products and offerings.
• Leaders who are looking to improve their marketing knowledge and skills

COURSE OUTLINE

DAY 1 – Definitions, Purposes and Process

• Define, “What is Marketing? What is it not?”
• Understand the Marketing Model
• Understand the issues raised by the Marketing Model
• Understanding ‘Good’ Marketing
• Understanding the Marketing Process
• Understand how to write a Marketing Plan

DAY 2 – The Strategic Market Audit

• Market Research
  • Types of Research
  • Role in Decision-Making
  • Doing your own Market Research
  • Why you need Market Research
• Understanding the Strategic Audit
  • Tools & techniques o Analytical models
    • PESTLE
    • Directional Policy Matrix
    • Porter’s 5 forces
    • Market Mapping
• Case Study

DAY 3 – Strategic Positioning

• Learn how to do Visioning & Objective setting
• Learn how to develop Growth Strategies
  • How will we grow?
  • How will we compete
  • What will drive us?
  • Who will we serve
• Branding
  • Brand Positioning
  • Valuing the brand
  • The overall Brand architecture

DAY 4 – Delivering the Value

• Analyze the Competitive Environment & Position Your Firm
• Learn how to segment markets properly
• Learn how to develop a compelling value proposition for your brand
• Learn how to conduct Relationship Management
• Learn how to execute Brand Management Strategies
• Learn how to ensure all aspects of the Marketing mix are functionally aligned
• Learn how to manage a portfolio of products for optimal profit

DAY 5 – The Tactical Mix & Action Planning

• Learn how to create and carry out a Tactical audit
  • Customer satisfaction surveys
  • Tracking Promotional spend effectiveness
• The Product o Life Cycle Management
  • Commodity Products
  • Added Value products
• The Place o Supply Channels
  • Channel Management
  • Logistics & Supply Chain Management
  • The Marketing/Sales interface
• The Promotions
  • Purpose
  • Campaign planning
  • Selecting & briefing an agency
• The Price
  • 4 Pricing Methods
  • Competitive pricing strategies
  • Open book pricing
  • Pricing self-assessment
• A Marketing Health Check
• Create effective action plans