Professional Management Training
Courses. Classes. Workshops.

Marketing Management Course
     Marketing Management Best Practices

Course Audience 

• CMO's team, including marketing managers, sales managers, business development managers, advertising managers, public relations managers, media relations managers, market research managers, customer relationship managers, product managers, entrepreneurs, and marketing management consultants

• Note: This training course is designed for government and corporate professionals. We do not accept students seeking initial employment, postsecondary education or initial licensing programs

Course Objectives

• Provide 360 degree view of the marketing management function to identify potential management blind spots and improvement areas

• Review the marketing management framework, best practices, analysis and decision making models and tools needed to formulate and implement successful marketing programs

• Offer experiential analysis of the challenges of CMOs and their marketing  teams in implementing the business strategies

• Discuss strategy insights from the world's most successful CMOs and marketing strategists

• Analyze, plan, and implement marketing strategies, using advanced marketing management frameworks

• Provide work-based projects to help delegates develop practical marketing initiatives based on their unique set of issues, resources and business environment

• Know-how to plan, implement and monitor marketing strategy using performance measurement systems

• Create a practical framework for planning and controlling of marketing communication programs

Training Focus

• Develop the core marketing management skills and competencies. The core competencies include marketing knowledge, planning, control, problem-solving and communication.

• The course emphasizes marketing management decision-making. It does not focus on in-depth analysis of marketing research or advertising psychology

Training Model

• Experiential action learning

• 25%-50% seminar and 50-75% experiential discussion and project work

• The development and evaluation of management skills are based on KASAC training model

Key Course Modules

• Top Chief Marketing Officer (CMO) Questions

• Strategic Marketing Management

  • What Market? (Market Research, Customer Needs, Behavior & Competitive Intelligence)

• Marketing Mix (4 Ps)

  • What Product? (Positioning, Branding, Features, NPD, and PLC)

  • What Price? (Pricing Objectives, Types, and Elasticity)

  • What Place? (Locations, Distribution, and Channels)

  • What Promotion? (MarCom, Advertising, Publicity, Point of Sales, and Personal Selling)

  • What Level of Customer Care? (Customer Relationship Management (CRM)

• Marketing Key Performance Indicators (KPIs)

Key Concepts & Best Practices

• Top CMO Questions. CMO Challenges.

• Critical analysis of the applications and limitations of popular marketing practices, models and frameworks, including:  Marketing Mix 4Ps (Product, Price, Place and Promotion). Market Research. Sales Management. Customer Relationship Management. Public Relations. Advertising. Branding. E-Marketing. Competition. Sustainable Competitive Advantage. PEST Analysis. Strengths, Weaknesses, Opportunities and Threats (SWOT) Analysis. Competitive Forces and Value Chain. Product Lifecycle (PLC). Marketing Channels practices.

Training Course Customization Subjects 

• Marketing Strategy: focusing on development, implementation, and control of integrated marketing strategy needed to attain and sustain a competitive market advantage

• Marketing Research:

  • Understanding customers to create value.

  • Understanding the psychological aspects of buyer's behavior.

  • How do clients make buying decisions and interpret advertising and sales messages

  • Competitive intelligence

• Advertising and Brand Communications: manage the brand, the elements of the marketing-mix product policy, channels of distribution, communication, and pricing to satisfy customer needs profitably.

• Marketing Communications Mix: understand the elements of marketing communication program including advertising, personal selling, public relations, sales promotion and direct marketing. Learn the decision-making process when developing promotional campaigns to support a firm's brand or product/service strategy.

• Publicity and Public Relations: study of the implications of public relations on marketing, corporate identity, public policy advocacy and lobbying, issues management, media relations

• Marketing Laws and Ethics

Courseware Content (Customized)

The management training courseware includes the following:

1. Participant's coursework and assessment project guide

2. Subject matter handbook and lecture notes

   Executive summary of the subject matter:

   • Summary of essential concepts and marketing management best practices

   • Examples and case studies

3. Marketing management toolkit (management frameworks, decision models, checklists, etc.)

4. Experiential work-based assessment project

5. Online resources for the completion of the experiential assessment project

Performance Evaluation (Optional)

• Performance can be evaluated on the basis of individual or team project deliverables

• There are no Q&A exams or tests. Candidates can choose to complete customized experiential work-based projects such as developing a relevant analysis document, management strategy, action plan or a senior management presentation

• The course advisor will review the deliverables and provide improvement feedback

• The evaluation is a form of management consulting and experiential coaching for performance improvement

Training Course Registration

• Training Course Registration