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Marketing Skills Development
"The most comprehensive Marketing Skills Training Programme
for marketing professionals and senior management managers worldwide"
Level
1
"How
to be a Customer-Driven Company" With the Scientific Marketing Process
The importance of customer orientation in the increasingly competitive
business environment has long been acknowledged. With rising competitions,
the need for increased customer satisfaction as the basis to win in
business has become the central thrust of management. In aiming for
breakthrough performance in business, customer driven marketing activities have
been aggressively mounted, often at great expense and with high
expectations. However, many corporations are experiencing effectiveness. To
increase the paybacks from marketing investments, a set of well integrated
marketing skills have been structured. The Marketing Skills Development RoadMap 125 is designed to pro- vide the marketing
skills trainings comprehensively throughout the career of marketers from
entry to senior marketing position. The comprehensive marketing skills
trainings of MSD 125 start from the essential Marketing Process, to
Marketing Planning, to Specialist Marketing to Competitive Marketing and to
the advanced Strategic Marketing. Join the Professional Marketers Worldwide
with the Professional Marketing Skills of MSD 125.
Level
1 Marketing Process
Level 2 Marketing Planning
Level 3 Specialist Marketing
Level 4 Competitive Marketing
Level 5 Strategic Marketing
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Who
Should Attend
Marketing Managers, Marketing Executives, Business
Development Managers.
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Objective
LEVEL 1 - Marketing Process Skills
The
key objectives of this Level l module of Marketing Skills Development (MSD)
is to have marketers professionally equipped with a comprehensive
understanding of the marketing skills necessary to drive the marketing
concept so as to contribute to the building of a truly customer oriented
organisation.
Adopting a scientific approach to effectively and efficiently operationalize the marketing concept in business
management is a fundamental requirement for the continuous development of a
customer oriented organisation. In this session, the various aspects of
marketing skills required to build a highly competitive customer oriented
company will be explained in the context of a scientific marketing
framework.
The Marketing Framework in an input and output context, will firstly be
presented in a scientific process oriented manner. More specifically, the
marketing skills of Customer Analysis, Competitive Analysis and Corporate
Analysis and the use of marketing research skills for them to generate the
information as inputs for marketing planning to begin will be explained.
The desired outputs, in the form of the SPs of
marketing i.e. Positioning, Product, Promotion, Purchase and Price, will
then be identified. In particular, the key skills to put the process in
operation will be established. The process oriented information inputs
impacting the quality of the SPs as strategy
outputs will be emphasized throughout.
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Programme Outline
Day
1
·How
to Profit from the Marketing Concept
·How to Develop Customer-Oriented Thinking
·How to Make Customer-Oriented Decisions
Day
2
·How
to Execute Marketing Activities
·How to Build from the Marketing Process
Methodology
This
programme will incorporate the use of
participative and interactive facilitation techniques, case studies, audio
and video reviews, and group discussions to draw out key issues central to
these marketing skills.
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Marketing
Skills Development
Level
2 -
"How
to prepare marketing plans"
The
Marketing Planning Skills Training Program is Level II of the comprehensive
five-level Marketing Skills Development 125 (MSD 125) Skills Training
Program to build marketing professionals worldwide. In the training, the
need for formal marketing ~1lanning will firstly be advanced. The skills
for Marketing Planning to be done via a specific input, analysis and output
approach will be presented. In~1uts from analysis of customers,
competitions and the corporation will then be discussed. I-low these
marketing information are then processed analytically through SWOT and OIS
models to generate the 5P marketing strategies as outputs will then be
explained. The formulation of marketing campaigns from the marketing
strategies to realize the key objectives will be illustrated. The program
will also demonstrate the use of marketing planning to assign
responsibilities, schedule activities and track performance.
Level 1 Marketing Process Level 2 Marketing Planning Level 3 Specialist
Marketing Level 4 Competitive Marketing Level 5 Strategic Marketing
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Who
Should Attend
Marketing
professionals specially those involving in designing and budgeting business
activities.
Objectives
The key objectives of this Marketing Planning Skills training program is to
have the professional marketers adequately equipped with the skills for the
preparation of marketing plans so that the complex marketing activities can
be specifically designed for accomplishment in an analytical, role specific
and measurable manner. With an explicit planning process, corporate wide
synergies can then be effectively harnesses to maximize satisfactions of
both the customers and the corporation continually.
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Needs
The goal is not only to achieve success, but to have successes that are the
realizations of the pre-determined goals. For marketing to work, specific
goals will need to be designated along the marketing process. The need is
for marketing activities to be designed with specific marketing objectives
that are to be progressively realized. Via a planned approach, the
marketing activities can also be effectively communicated throughout the organization.
Well constructed Marketing Plan would have clear accountabilities for the
measurable objectives. Professional marketers need marketing planning
skills for the marketing thinking, doings and measurements to be carried
out scientifically to incrementally realize each and every marketing goal
along the marketing process.
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Programme Outline
Day
1
·How
to perform Situational Analysis
·How to identify the key Strategic Thrusts
·How to formulate the Marketing Objectives Issues and Strategies
Day
2
· How to design Marketing Campaigns
· How to measure Marketing Performance
Methodology
In
workshop setting with about 15 participants per session, the Marketing
Planning issues will firstly be actively discussed. The GIS template for
marketing planning will then be introduced. A marketing planning case will
be used. To demonstrate the use of the marketing planning template, each
group of about 3 persons will focus on a specifically assigned area of
marketing planning and present their findings of the case with the use of
the marketing planning template. Towards the end of the Program, the Marketing
Skills Development Road Map (MSD* Road
Map) will be presented as the journey to comprehensively build the
marketing capabilities of professional marketers.
Participants
will have...
·Learned
to prepare formal marketing plan
·Learned to use marketing planning to formulate strategies
·Learned to use marketing plan for intra organization communication.
Learned to use marketing plan to identify accountabilities. Learned to use
marketing plan to track performance
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