Strategic Marketing for the Technical Executive

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