Synopsis

Marketing is essential for all business professionals, no matter what divisions or departments they are in. This programme aims to help participants recognize the importance of marketing and to empower them with some basic marketing tools and skills. The seminar is ideal for business executives who need to work closely with the marketing department or who just moved into marketing-related roles.

Program objectives

By the end of this program, participants will be able to:

• understand how marketing is linked to a company's strategic objectives
• develop essential marketing skills
• apply marketing knowledge in real business environment
• plan and execute effective marketing strategies

Course outline

1. Overview of marketing
   
   
2. Market environment analysis
   2.1. Value of market scan
   2.2. Macro and micro environment analysis
   
   
3. Market segmentation
   3.1. How to segment the market
   3.2. How to identify appropriate target audience
   
   
4. Market targeting
   4.1. Three effective targeting strategies
   4.2. How to select appropriate targeting strategies
   
   
5. Positioning
   5.1. What is positioning
   5.2. How to communicate your positioning
   
   
6. Marketing strategies
   6.1. Product strategy
   6.2. Pricing strategy
   6.3. Distribution strategy
   6.4. Promotion strategy & marketing communications
   
   
7. How to collaborate with marketing function
   

Methodology

This training program is delivered through a wide range of learning activities such as group discussions, mini case studies, brainstorming exercises and team-based learning. These aim to help participants apply learning to workplace environment effectively.