Target Population: New
sales and marketing managers who must understand the marketing
process; other professionals who serve on cross-functional
teams
Group Size: Up
to 20 participants
Length
of Program: Two
Days
Course
Format: Highly
experiential … "How-to" techniques
... Group exercises
... Preparation
of a marketing
plan
The Need
Many new product managers are unfamiliar
with basic marketing concepts, the marketing mix and the
market planning process. Likewise, managers from other disciplines
who serve on cross-functional teams can enhance their contribution
by gaining insights into the marketing process.
Objectives
To enhance the participants' understanding
of:
• Marketing
and its role in our economy
• The elements of the marketing mix: product (or service) promotion,
pricing and distribution
• Product life cycle, branding, positioning and strategies
• Media concepts and planning
• The market planning process
Program Content
• Introduction to marketing:
definition and scope
• Product concepts:
-Product life cycle, branding and positioning
-Product strategies, differentiation and segmentation
-Packaging overview
• Promotion: to include personal selling, advertising, sales promotion,
and publicity
• Pricing: a review of pricing objectives and strategies; understanding
price/value
relationship; determining price
• Place: an overview of the channels of distribution, the role of
middlemen
in the channel and managing the channel
• Media basics: objectives, planning and measurement
• Market research techniques
• Developing specific marketing strategies and plans
BACK
TO Sales
and Persuading Skills
