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Strategic Marketing for the Technical Executive

(5 Days)

LOCATIONS DAYS DATES FEE REGISTER
Dubai, UAE 5 Mar 20 - 24 £2100.00 Register
Dubai, UAE 5 Oct 23 - 27 £2100.00 Register

Fee excluding accommodation and meals

SUITABLE FOR:

Marketing Managers, Sales Managers, Account Executives, Merchandisers, Customer Service Managers and those responsible for advertising campaigns and key sales activities, also Managers who are responsible in Engineering, Research & Development, Product Management, Project Management, Manufacturing Management, Information & Technology.

OBJECTIVES:

By the end of the course, delegates will have:
  • A thorough understanding of the concept and process of marketing and its importance to the achievement of organisation objectives
  • An appreciation of the significance and effect of their own functional operation on marketing success
  • Confidence to play a constructive part, both internally and externally, in the improvement of marketing performance
  • Familiarity with a variety of marketing techniques which will enable them to become more effective in fulfilling their management responsibilities
  • The ability to communicate effectively on marketing aspects with all other functions and management levels.

SUMMARY:

The topics covered include: Day One Marketing Overview
  • The marketing process - planning, visions, missions and objectives
  • The 4Ps - Product, Price, Place and Promotion
  • Market forecasting - product lifecycles, the Boston Matrix
  • The Market Audit - segmenting and sectoring
  • Methods and sources of data for planning and research
  • Case Studies
Day Two Strategic Marketing
  • Translating organisation goals into marketing action plans
  • Defining customer needs
  • Marketing in a business environment
  • Tools for strategic marketing planning
  • How to adapt plans for products/services at different stages of maturity
  • Setting goals and objectives
  • Marketing Communications strategy
  • Exercises
Day Three New product/service development
  • Product and concept testing
  • Encouraging innovation and creativity among your team
  • Case Study
Sales Analysis
  • The Marketing Mix (Product, Place, Price, Promotion and People) and Selling
  • Motivations for Buying
  • Understanding needs awareness
  • Building Needs Awareness
Day Four Sales Management
  • Performance target setting for the role of the sales person
  • Monitoring and controlling sales performance and strategies for dealing with poor
  • performance
  • Conducting a sales meeting to increase awareness and motivate sales staff
  • Exercise
Customer Care
  • Video - Making Customer Care Happen
  • Followed by syndicate discussion on
  • Why care about the customer?
  • How to make life easier by doing the job right
  • Choosing to have a customer - care attitude
Day Five Customer Relationship Management
  • Achieving sustainable competitive advantage through Customer Relations Management
  • Measuring Customer Satisfaction
Handling Customer Complaints and Conflict
  • Handling complaints
  • Syndicate discussions on:
  • How to handle conflict
  • Seeing it from the customer's point of view
  • Speaking the customer's language
  • Dealing with angry customers
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2020 Training Catalogue

MTCTCL
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