20 - 24 Jan 2025
Kuala Lumpur (Malaysia)
Hotel : Royale Chulan Kuala Lumpur
Cost : 5250 € Euro
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. This 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 explore marketing arenas for the first time or wish to refresh their marketing know-how
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
Day 1: 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
Day 2: 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
Day 3: 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
Day 4: 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 5: 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 research