Professional Marketing Certificate Program
Program Summary:
· Course I Essentials of Marketing & Preparing an Effective Marketing Plan.
Duration (9 Hour/ 3 Sessions)
· Course II Strategic Marketing
Duration (6 Hour/ 2 Sessions)
· Course III Principals Of Project Management Fundamentals
Duration (9 Hour/ 3 Sessions)
Who Should Attend?
*Marketing and sales professionals, business owners, business development teams, senior managers, business unit managers, strategy consultants, and project managers. This course is aimed at those who wish to ensure the long term success of their organization, by constantly meeting the demands and needs of their customers, now and in the future.
*All new marketing personnel, as well as professionals in career transition, moving into a marketing role. This course is for all marketers looking to gain a clear understanding of the core concepts of marketing, and how they apply them in today's changing business world.
*Managers and staff called upon to manage and contribute to projects of any size and duration. This course is especially useful for those with no formal project management training, as it builds up the project management process from first principles.
Course I Essentials of Marketing & Preparing an Effective Marketing Plan
About the Program
This course provides key insights into the essentials of marketing in a clear simplistic manner that conveys a comprehensive understanding of how the elements of ‘the and marketing mix' are used to build a competitive advantage.
It also explains the difference between ‘marketing' and ‘selling', and highlights the skills required to be a successful marketer. The course offers many ideas for developing creative and innovative marketing solutions.
Through the use of various analytical tool, participants will gain an insight into how to develop an effective marketing plan for their own product / company. A full set of customized marketing activities will create a deeper thinking of marketing strategy development, and implementation, which participants can bring back to their own organization.
Course Objectives
- To help delegates understand the importance of marketing in today's highly competitive marketplace
- To understand the importance of situational analysis and market research as a base for preparing a successful marketing plan
- To understand the different marketing strategies available, and how to apply them
- To be able to develop the right marketing mix to support the overall marketing strategy and objectives
- To understand the components of a marketing plan and formulate one that is specific to each delegate's business
- To know how to implement and measure the success of a marketing plan
What You Will Gain
- A clear understanding of the art of marketing and the impact of marketing strategies
- New approaches to marketing and how they will link to achieving the company's overall objectives
- Your own draft marketing plan to take back and implement at work
Program Contents
Session 1
- Defining Marketing
- Marketing Vs Selling
- The 10 'P's Of Marketing
- Marketing Research
- Customer Research
- > The Buying Decision Process
> Market Segmentation
- Competitive Positioning
> Porter's Five Forces Model
> Competitive Strategies
> An off's Growth Strategy
Session 2
- Defining The Product
- Product Lifecycle
- Diffusion Of Innovation
- SWOT Analysis
- Product Portfolio
- GAP Analysis
Session 3
- Mission Statements
- Marketing Objectives & Strategies
- Marketing Planning
- Developing The Right Marketing Mix
> Advertising & Promotion
> Pricing
> Place
> People
> Branding
- Marketing Across International Borders
- Forecasting & Budgeting
- Implementing & Evaluating
Course II Strategic Marketing
About the Program
Strategic Marketing ensures the sustainability, and strengthens the products / services of a company in any market, by positioning its strengths and resources, using a targeted plan. This increases the sales in both a Niche, or a Mass market. Strategic marketing identifies the product development, promotion, advertisement, creative, proliferation, etc. Strategic Marketing determines a successful marketing mix, the targeted segments, positioning and resources.
This Program includes a series of participative activities which will help guide the delegates to produce a carefully analyzed marketing strategy to move their company forward. By the end of the Program, delegates will have acquired the thought processes, frameworks and analysis tools, needed to be constantly optimizing their strategy to meet the demanding conditions of the marketplace.
Course Objectives
- To determine the importance of marketing and sales and the similarities and differences between them, and how they can be used within the corporate strategy
- To determine the marketing structure, and how to build, implement, and sustain, a Strategic Marketing plan
- To review the latest trends in marketing, such as Radical Marketing, Viral Marketing, etc.,
- To determine the benefits, and identify your positioning in a market, for a better strategy
- To review the aspects of the 10 ‘P's and 4 ‘C's of Marketing
- To fully understand your market (your customers' wants and needs)
- To understand different approaches to marketing success
- To build and track the key success measures that represent growth in the marketplace
- To achieve, or exceed, your marketing goals
What You Will Gain
- The opportunity to clarify your own understanding of Strategic Marketing and how it works
- The ability to identify the key strategic issues in marketing today
- The opportunity to practice using different strategic analysis tools to help clarify your strategic environment
- You will be able to clearly assess your organization's market needs
- The structure for a correct marketing plan
- How to develop a competitive strategy
- You will think, breathe, speak, and look like a marketing professional
Program Contents
Session 4
- What Is A Strategic Marketing Plan?
- How Strategic Marketing Can Enhance Your Traditional Marketing Efforts
- Understanding Customer Behavior
- The Importance Of Communication
- Wants Vs Needs (Definition)
- The 10 ‘P's Of Marketing
- The 4 ‘C's Of Marketing
- The Compass Model (Corporation & Competitors, Cost, Circumstances, Consumer, Channel, Commodity & Communication)
- Building Customer Loyalty - Your Customer Is A Marketing Extension Of Your Plan - ‘Get Them On Your Side' & Selling For You!
- Radical Marketing
- Viral Marketing
- How To Position Your Company In This Changing & Competitive Market
Session 5
- Analyzing Your Market, Competitors & Trends
- Setting Your Strategic Objectives
> Inputs: Internal Analysis Tools: PESTLE, Gap Analysis, Products / Services, Competitors, Environmental Factors, Organizational Strategic Marketing Assets, etc.
> Outputs: Strategic Marketing Plan, Target Audience, Product / Service Positioning, 10 ‘P's & 4 ‘C's
- Your Marketing Plan Ready
- Implementing Your Marketing Strategy
> Moving To Action
> Strategic Analysis
Building A Business Case
- Aligning Staff Performance With Your Marketing Goals
Course III ) Principles of Project Management
About the Program
This course is designed for managers and staff, from a broad spectrum of industries, involved in project work. It teaches the fundamentals of managing any project. Delegates will learn how to manage and coordinate projects. In the current fast moving business environment, crisp project controls are essential if expensive blunders are to be avoided. Learn the techniques and procedures that reduce risk, cut down on stress, and utilize the strengths of others. You will also come to appreciate and understand the importance of people as a key resource in project management.
Course Objectives
- To identify the key activities that must be managed to ensure project success
- To understand all the steps involved in developing a new project, from beginning to end
- To identify and understand the importance of key people in every project
- To learn and develop the skills to create a complete project planning document
- To learn how to establish project deadlines and use time management techniques
- To learn and develop the skills associated with project quality management
- To know the processes required to accomplish timely completion of a project
- To identify, assess, and control risk, throughout your projects
- To introduce the key concepts and techniques needed to manage a project budget
- To identify the key activities and components of successful project progress meetings
- To understand the main requirements to lead a project team effectively
- To introduce the essential skills needed to communicate effectively
What You Will Gain
- Learn the techniques for completing quality projects on time, within the estimated budget, and delivering promised performance
- Learn the communication skills necessary to get support and 'buy-in' for the project
- Recognize the power of planning as a mechanism for achieving key results
- Understand the dynamics of project team motivation and how to influence others
Program Contents
Session 6
- What Is A Project?
- What Is Project Management?
- Project Stakeholders
- Project Success Factors
- Stages Of A Project
- The Project Charter
- Project Purpose
- Setting Objectives
- Feasibility & Cost-Benefits
- Assessing Constraints
- Identifying Project Risks
- Project Sign Off
Session 7
- Project Planning
- Listing Activities: Work Break Down Structures
- Committing Resources
- Project Time Management
> Calendar View
> Gantt Chart
> Critical Path
- Project Execution
- Project Time Management
- Project Quality Management
- Project Cost Management
- Project Risk Management
- Project Control Management
- Project Close-Down
- Introduction To Computer-Based Project Tools
Session 8
- Project Manager Essentials
- Managing People & Project Leadership
- Motivating The Project Team
- Personal Time & Stress Management
- Managing Project Meetings
- Conflict Management Basics In Projects
- Negotiating Basics In Projects
- Assessing Your Project Management Skills
Program Fees :
ü Standard Price : 2800 LE.