This programme can run as an online or classroom training

(Available also for Customised Training by Duration, Venue & Fee)

Course Objectives

At the end of this course, participants will:

•      Develop enhanced skills in formulating strategic marketing plans

•      Have higher creativity in brand management for profitable customer relationship and market segmentation

•      Acquire deep understanding of how best to introduce new products successfully

•      Have refined knowledge of integrating sales techniques with appropriate marketing strategies

•      Be able to evolve and maintain value-added relationships with advertising agencies and other marketing supports

•      Learn how to ehavio marketing as an engine for sustaining competitive advantage.

Course Contents

DAY ONE

Pillars of Marketing Strategy

Customer Equity

              - Value equity

      -  Relationship equity

      -  Brand equity

Marketing Strategy Planning Process

               - Environment, Customer, Competitor and Self analysis

Marketing Strategy Implementation

       -  Positioning and market segmentation

       -  Profit drivers and distinctive competencies

       -  Integration of marketing strategy and communication.

DAY TWO

Concept of Product Life Cycle

Marketing Innovation

Relationship Management

Managing Major Accounts

What makes perpetual market winners

DAY THREE

Brands and Products – the Total Product Concept

The Importance of Brands

The Benefits of Brands

Branding process

Strategic brand planning.

DAY FOUR

Working with Communication Agencies:

-    Why are agencies hired?

-    Ideal communication partners

-    Client/agency partnership

-    The favourite client

-    Tips on enhancing client/agency effectiveness

-    Building brands

-    Building trust.