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• Competitive Marketing Planning & Strategy
• Essential of Marketing
• Creating Effective Events
• Integrating Marketing & Finance: A Strategic Framework
• Pricing Strategies: Measuring, Capturing & Retaining Value
| Download a print friendly version HERE (requires Acrobat Reader) |
| Course Title |
COMPETITIVE MARKETING PLANNING AND STRATEGY |
| Course Code |
Mktg: CMS |
| Course Overview |
Competitive Marketing Strategy shows participants how to anticipate their competitor’s moves and gauge their reactions to their organisation’s strategic shift. Participants will discover how to assess their competitors’ strengths and weaknesses and to seize the offensive position to manage the competition. This course challenges participants to develop effective marketing strategies for the long term. |
| Target Audience |
Marketing executives and others involved in the strategy for a brand, product, or strategic business unit are ideal candidates for this course. Corporate planners benefit from the marketing perspective on competitive strategy. |
Selected Session Topics |
- Defining sources of competitive advantage
- Anticipating and understanding competitors’ responses
- Competitive pricing
- Managing, and competing with, brand equity
- Responding to competitive new product entries and
disruptive technologies
- Managing the threat of private labels and other low-
price brands
- The impact of the Internet and information technology
on competitive strategy
- Barriers to entry
- Competitive simulation: defensive vs. offensive
strategies
- Making decisions in uncertain markets |
| Key Take-Away |
- Develop a strong working knowledge of competitive marketing
strategy.
- Anticipate the effects of offensive and defensive strategies on
your organisation and your competition.
- Use new tools to analyse competitors, understand their
strategies, and anticipate their reactions to your actions.
- Increase the impact of marketing activities by leveraging your
strengths from your customers’ perspective.
- Understand how connections among businesses can change the
competitive landscape for your products or services. |
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| Download a print friendly version HERE (requires Acrobat Reader) |
| Course Title |
ESSENTIALS OF MARKETING |
| Course Code |
Mktg: EoM |
| Course Overview |
Essentials of Marketing provides participants with core concepts and strategic perspectives found in most marketing MBA programmes. Participants will learn to understand and apply the basic techniques of marketing, including segmenting and targeting customers, understanding the decision-making processes of your customers, using lifetime customer value in marketing planning, developing a unique brand, managing a product line, understanding distribution channels, and making effective advertising decisions. |
| Target Audience |
This “essentials” programme will benefit executives across the organisation (in engineering, R&D, finance, product development, accounting, sales, public relations, and other areas). Managers who are assuming marketing responsibilities for the first time, as well as managers already in a marketing capacity but without significant formal education in this discipline, will also benefit. |
Selected Session Topics |
- Analysing markets and customers
- Understanding customer behaviour
- Using customer analysis to make businessdecisions
- Pricing issues
- Product lifecycle and line management
- Strategies for managing channel conflict
- Allocating your marketing resources
- Integrated marketing communications
- Advertising decisions
- New product launch and positioning |
| Key Take-Away |
- Gain a clear, in-depth understanding of core marketing
concepts, and identify the essential elements of a strong
marketing plan.
- Develop a thorough understanding of your customers and what
motivates their behaviour.
- Understand the value of your brand and how to build and
develop that value.
- Learn to use quantitative analysis to make – and support – your
marketing decisions.
- Increase your effectiveness in working with your marketing
team |
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| Download a print friendly version HERE (requires Acrobat Reader) |
| Course Title |
CREATING EFFECTIVE EVENTS |
| Course Code |
Mktg: CEE |
| Course Overview |
Marketing events such as conferences, seminars and road shows have the potential to generate high quality sales leads and business alliances. However they can only do this if they are properly planned and managed. This course will introduce you to the plethora of factors that combine to result in a successful event and will help identify some of the pitfalls to be avoided. |
| Target Audience |
All those who plan, attend or use events (including conferences, seminars and road shows) for sales leads, marketing activities and business alliances. |
Selected Session Topics |
- The need to integrate event management within the
marketing strategy
- Event planning – event objectives, strategies and
tactics
- Selecting the right events
- Pre-event promotion plan
- ‘Okay on the day’ – dealing with problems
- Event value analysis
- Reasons for poor performance
- The ingredients of a successful event
- The importance of the briefing document
- Budgeting for your event
- Designing questionnaires to assess how your event is
perceived
- Lessons for the future
- Using and controlling presenters and presentations |
| Key Take-Away |
- Learn how event management fits into the marketing concept.
- Learn how to plan for a successful event.
- Develop a successful event check list and budgeting.
- Learn how to communicate information through the events.
- Learn how to prepare presenters to be effective for the event. |
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| Download a print friendly version HERE (requires Acrobat Reader) |
| Course Title |
INTEGRATING MARKETING & FINANCE: A STRATEGIC FRAMEWORK |
| Course Code |
Mktg: IM&F: ASF |
| Course Overview |
Integrating Finance and Marketing shows participants how to create shareholder value by understanding the interactions between marketing and finance. This cross-functional programme creates a common foundation that allows finance and marketing executives to assess the costs and benefits of various marketing strategies, incorporate financial data to assess performance, and effectively communicate the financial implications of marketing plans.
The course offers financial planners insights into the process of marketing strategy analysis. It explores the supply-side consequences and the investment and expense requirements of different market segmentation strategies, as well as the cash flow consequences of competitive dynamics. It also gives marketing managers a deeper appreciation of the bottom-line effects of marketing decisions and the process of financial planning. |
| Target Audience |
Mid to senior level executives who need a better understanding of the interface between marketing and finance – including finance managers, marketing managers, general managers, and strategic planners – will benefit from this course. |
Selected Session Topics |
- Marketing: conceptions, strategies, plans, and Metrics
- Assessing and valuing markets
- Divisional performance and value creation
- Capturing value in mergers and acquisitions
- Creating and presenting marketing plans
- Integrated approaches to sustaining competitive
advantage |
| Key Take-Away |
- Gain practical working knowledge of how finance and marketing
– and their interrelation – contribute to the organisation’s
bottom line.
- Discover how market leaders are using the impact of marketing
decisions on financial performance to build corporate value.
- Improve cross-functional communications to ensure that
financial decisions and marketing decisions are well aligned
with corporate strategy.
- Gain insights on the use of financial data to assess performance
that can be shared across teams and divisions.
- Assess the costs and benefits of various marketing strategies,
and know how to effectively communicate your ideas.
- Understand how creating value for customers can build
shareholder value.
- Learn how to effectively support your budgets and communicate
marketing successes. |
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| Download a print friendly version HERE (requires Acrobat Reader) |
| Course Title |
PRICING STRATEGIES: MEASURING, CAPTURING, AND RETAINING VALUE |
| Course Code |
Mktg: PS:MC&RV |
| Course Overview |
In Pricing Strategies, participants will learn how to capture maximum value for their products or services. This course guides participants through a series of decision models for pricing and revenue growth management that they can use across diverse industries, product categories, and competitive landscapes. They will explore complex pricing decisions such as new product introductions, products with short lifecycles, dynamic pricing, and bundling products and services. They will factor in the lifetime value of their customers, their willingness to pay, price elasticity, their competitors’ likely countermoves and their organisation’s level of tolerance for risk. |
| Target Audience |
This course is essential for anyone responsible for designing, evaluating and implementing pricing strategies or for executives charged with ensuring the overall profitability of the organisation. In particular mid to senior-level executives in product development, marketing or accounting and finance will benefit from this course. |
Selected Session Topics |
- Managing price competition
- Pricing for product lines and new products
- Pricing strategies to manage the distribution channel
- Financial impact of pricing decisions
- Assessing the lifetime value of customers
- Price elasticity: measurement and implications
- Price discrimination and performance-based pricing
- Pricing tactics that capture value |
| Key Take-Away |
- Gain confidence by understanding the fundamentals of pricing.
- Acquire quantitative techniques for making profitable pricing
decisions.
- Find pricing opportunities to distinguish your product or service.
- Understand customer willingness to pay and its relationship to
different pricing structures.
- Learn the latest pricing practices across diverse industries. |
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