Introduction
Many
executives who are not familiar with
marketing are mystified by the role
marketing played in their companies. The
purpose of this course is to explain the
basics of marketing and the role that it
played vis-ΰ-vis the other departments in a
company or organisation. In addition to see
how they relate to the marketing departments
of their companies, participants will be
able to see how marketing affects their
daily lives.
Objectives To understand
the role and functions of marketing in the
company_ and how that affects the other
departments in the company.
Benefit At the end of the
seminar, participants will have a very good
understanding of the following:
-
The important role of
marketing in their companies.
-
The sequence of
activities flowing from the marketing
process.
-
How companies analyze
the internal and external environment
affecting their markets.
-
The tools used by
marketing professionals.
-
How to relate to the
marketing department for the benefit of
their companies.
Course
Outline!
-
The concept of
marketing
How marketing differs from sales
What is marketing
Role of marketing in a company
-
Marketing planning
process
Strategic direction
Situation analysis
Marketing objectives
Marketing strategy
Marketing tactics
-
Market research
Its role in identifying needs and
market potential
-
Strategic Business
Unit (SBU) portfolio consideration
Boston Consulting Group model
General Electric model
-
SWOT analysis
Internal environment
External environment
-
Companys internal
environment
Product and service
Pricing strategies
Channels of distribution
Advertising and sales promotion
Other aspects
-
External
environment scanning
Economic
Demographic
Environment
Technology
Political
Cultural
-
Market analysis
and strategy
Segmentation
Positioning
Product life cycle
Competitive analysis and strategy
Identify market opportunities
Methodology
This is a very intensive
workshop with extensive discussions,
exercises and case studies.
Who Should
Attend? All non-marketing
executives who want to understand how
marketing affect their jobs and functions.
It is also suitable for businessmen and
entrepreneurs seeking to have a better
understanding of marketing and how it
affects their companies.
Duration Two
Days
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amin@aiminlines.co.th
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