STRATEGIC MARKETING TRAINING

Course Overview

With competition increasing every day, along with the mounting pressures that characterize tough economic times, you need to have proven marketing techniques you can use to generate demand for your existing products and services.

Most of us are exposed to marketing in some form and therefore most of us have an opinion of marketing. There are many ways of going about marketing a product or a service. Which one is right or wrong; good or bad? The course considers these many issues and distils them into easy to use tools that delegates can apply to their individual situation. Therefore investing in training will make a positive contribution to business performance and is therefore a sound business investment.

A highly experienced tutor will work with delegates to develop a profile of their organization’s perfect customer, create a product description which will meet their needs, a strategy to help them buy and a plan to keep them loyal. You will also learn an effective product development process to create new offerings, construct a marketing communications strategy that will penetrate your markets and open up profitable opportunities.

Course Objectives
This course emphasizes strategic aspects of planning, implementing and controlling marketing activities. The main objective of this course is to provide participants with the available analytical techniques for marketing planning and control and demonstrate how they can be applied to produce superior marketing performance. In other words, the training will enhance participant’s ability to analyze, understand and critically evaluate marketing strategies and implementation.

At the end of the training participants will be able to:
Understand the jargon used in marketing.
Gain a common set of principles and knowledge about the similarities and differences between marketing and sales functions
Understand the strategic value of sales vs. the strategic value of marketing
Learn the seven stages of new product/service development.

Learn the stages of the customer buying process—and generate incremental value at each stage.

Learn strategic growth perspectives: the SMART growth segmentation
Move beyond pricing as an objective…to pricing as a strategy
Understand the role of strategic marketing in CRM: the lifetime value of a customer.

Understand promotion and communication as an integrated process
Acquire the basic marketing skills, tools and techniques to identify, evaluate and solve marketing problems.

 
Learn the tips and techniques required for successful marketing communication
 

Discover creative ways to apply marketing principles and practices to compete successfully in today’s business environment
To understand how to design, execute and sustain a compelling Marketing Strategy and plans

Course Outline

Module 1: Marketing Principles
·    The Elements of Marketing
·    Definitions and origins of marketing
·    Marketing A Total Concept
·    Marketing Vs Selling
·    The marketing "Ps"
·    Product/service lifecycle (PLC)

Module 2: Marketing Communication
·    Advertising above and below the line
·    Marketing on the Internet
·    Publicity and Media Relations
·    Personal selling
·    Public relations
·    Sales Promotion, strengths and weaknesses of various promotional methods
·    Direct marketing
·    Merchandising
·    E-Marketing and Sponsorship

Module 3: Marketing Strategies
•    Market Segmentation
·    Targeting
·    Positioning
Niche marketing

Module 4: Competition

Sustainable Competitive Advantage
Porter’s Competitive Advantage and unique selling points
Porter’s 5 Competitive Forces and Value Chain
PEST Analysis
SWOT Analysis

Module 5: Customer Relationship Management

·Analyze the benefits and rationale behind developing customer value, satisfaction and loyalty
·Understand how marketing communication programs can cultivate strong customer relationship efforts
.Look at the importance of CRM systems in supporting customer relation efforts
Features, advantages, benefits (FAB): understanding your customers 
. Customer driven marketing strategies
. Consumer Behavior

Module 6: Marketing Management

How to Prepare More Accurate Forecasts
Environment and Market Factors
Product and Market Strategies
Portfolio Analysis
Finding Market Gaps
Marketing Plan Strategies
Strategies for Dealing in Competitive Markets
Personal Action Plan

Who Should Attend

This program is ideal for Marketing Managers, Sales Managers, Advertising Managers, Public Relations Managers, Market Research Managers, Customer Relationship Managers, Project Managers, Entrepreneurs, and Marketing Management Consultants.

World-Class Training Methodologies

Our executive training and development programs maximize every opportunity to transfer skills and insightful methodologies to your workplace by using best practice adult learning techniques. Our programs are well known for their focus on customization, use of work-related cases, simulations and role-plays, films, overhead presentations, lively discussions, and professional training manuals. Armed with international development expertise, regional experience and local support, we are able to ensure that our training and consulting services use the best methods and techniques to get the message across.

Cancellations and Transfers
 

Cancellations and transfers are accepted without charge if written notification is received at least 30 days prior to the program’s starting date. Cancellations received less than 30 days but more than 14 days prior to the program’s starting date will be charged 25 percent of the fee. Cancellations received less than 14 days prior to program starting date will receive credit for another seminar and will be treated as a transfer.

Date and Venue
February 14 – 16, 2012 from 08:00 – 16:30 hrs at Hotel Oasis, Morogoro.

Application Deadline
February 12, 2012 at 10h00

The tuition fee for this training course is TZS 700,000/- per participant. The fee covers all educational presentations and the experience-sharing seminar sessions. All other expenses such as travel, accommodation, meals and incidentals are the responsibility of each individual participant. Should you be interested, kindly let us know so that we can send you the tax invoice for payment. Once we receive confirmation and the payment, we will reserve a space for the participant and provide a full program package and admission letter.

Kilimanjaro International looks forward to working with you in all your capacity building needs. In case of any questions, suggestions or concerns, please do not hesitate to contact us. We are extremely delighted to welcome you to our training programs.

Sincerely,

Cecilia Chambaka
Training Specialist
Kilimanjaro International Corporation Ltd
301 Chake Chake Street, Masaki
P.O. Box 76523 Dar es Salaam, Tanzania
Phone: 255-22-2601874 / 2601878
Fax: 255-22-260-1728
Mob: 255-71-366-4341 / 75-420-0061
E-Mail: cchambaka@kilimanjaro-usa.com