Introduction
With competition increasing every day and the mounting pressures that characterize tough economic times, you need proven marketing techniques to generate demand for your products and services. The Certified Marketing Professional training course offers a variety of important marketing concepts that will give you solid knowledge about conventional marketing topics such as marketing planning, marketing audit, marketing communications, and marketing research. It is a must for professionals who would like to exploit marketing arenas for the first time or wish to refresh their marketing know-how.
Course Methodology of Certified Marketing Professional
In addition to the classical concepts, the course offers, the 'Certified Marketing Professional' course employs a wide array of case studies, templates, and Excel sheets to help participants acquire the right marketing competencies and apply them in a seamless and professional manner.
Course Objectives of Certified Marketing Professional
By the end of the course, participants will be able to:
- Define the marketing framework of a business organization
- Conduct marketing audits and analysis to better examine the micro and macro environments
- Combine best practices, tools, and models to implement an effective marketing and sales management system
- Develop strategies, initiatives, and programs to build and sustain a competitive market advantage
- Apply planning and the execution of advanced marketing strategies to enhance organizational results
Target Audience of Certified Marketing Professional
The training course will be of interest to a wide range of marketing, PR, communications, sales, and operations professionals. It is of special value to marketing managers in firms, businesses, organizations, and institutions of all sizes and in all sectors.
Target Competencies of Certified Marketing Professional
- Marketing planning
- Marketing audits
- Macro and micro environments analysis
- Marketing communications
- Marketing research
Course Outline of Certified Marketing Professional
Marketing concepts
- Marketing management defined
- Evolution of the marketing concept
- Differences between marketing and selling
- Scope of marketing management
- Setting the scene: the marketing mix
- Using the 4Ps marketing mix model
Marketing audit and planning
- Understanding the marketing environment
- Various marketing analysis techniques
- 'PESTLE' analysis
- 'SWOT' analysis
- The five forces model (M. Porter)
- Customer analysis
- Competitive analysis
- The marketing audit
- Marketing planning
Market segmentation, targeting, and positioning
- Market segmentation defined
- Basis of market segmentation (B2C)
- Basis of market segmentation (B2B)
- Criteria for successful segmentation
- Market targeting
- Market positioning
- Steps in market segmentation, targeting, and positioning
Marketing communication and campaigns
- Elements of the communication process
- Steps in creating a promotional campaign
- The goals and tasks of promotion
- The 'AIDA' concept
- Setting the advertising budget
- The various media types
- Media scheduling
- Evaluating promotional campaigns
Day 4:
- The Product Life Cycle (PLC): a strategic approach
- The PLC concept
- Marketing strategies for PLC
- The promotion mix and marketing objectives
- Characteristics promotion mix elements
- Promotion mix strategies across the PLC
- Push and pull strategies
Marketing research
- Marketing research defined
- The marketing research process
- Secondary and primary data
- Questionnaire design
- Forms of survey researc
About Amsterdam
Amsterdam, capital of the Netherlands, is a popular destination amongst travelers from all around the world. Once just a little fishing village, Amsterdam is now a major international city after having become an important port during the 1600s. Throughout its history, the city has had many famous residents, including artists, philosophers and other historical figures. There is much to discover along Amsterdam's quaint streets and picturesque canals. So much so that a flight to Amsterdam comes with a guarantee of cultural and historical attractions that will provide memories to last a lifetime. Amsterdam is a hotbed of culture for travelers of all ages and tastes.
Things to do and places to visit in Amsterdam
From the moment passengers step off their flight to Amsterdam, they will find it a friendly city with a lively atmosphere. Its flat geography means that it is perfect for exploring by bicycle. If you're feeling less active, it the city is also well-served by public transport. The so-called Venice of the North has something for every visitor. Culture vultures have museums, galleries and theaters to see, Families can visit the zoo or the Science Center NEMO.
When visiting Amsterdam, be sure to:
- See the picture-perfect and colorful houses of the Grachtengordel district.
- See the iconic works of one of Holland's most famous artists at the Van Gogh Museum.
- Visit the house where Anne Frank and her family hid from the Nazis.
- Browse through the extensive collection of fantastic art in the Rijksmusem.
- Wander through the blaze of colors that is the Singel Flower Market.
- See the city at a leisurely pace on a canal cruise.
- Marvel at one of the city's many historic churches.
- Learn about life aboard a ship at the National Maritime Museum.
- Discover the Begijnhof's well-preserved medieval architecture.
- See animals of all kinds, as well as the butterfly pavilion and aquarium, at the Artis Zoo.