Certificate course in Marketing and Brand Management

Why Attend

Marketing is the business function that identifies customer needs, comes up with products and
services to satisfy these needs, determines which stakeholders the organization can best serve
and designs programs to influence these stakeholders.
This training course focuses on:
 The major decisions marketing and brand management leaders face in matching their organizations resources with marketplace realities.
 Analysis of current issues in marketing and brand management and frameworks for managing them.
 Best practices, concepts, tools and techniques for managing marketing and brand activities.
 Applying marketing and branding theories to the real-world issues delegates face including balancing demand and supply, understanding, and responding to buyer behaviors, and relationship building.

Event Date: –

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Overview
Course Outline

Course Objectives
By the end of this training course participants will be able to:
 Align marketing with other strategic initiatives within the organization.
 Improve the sales recruiting, interviewing, and hiring process.
 Integrate social media marketing with traditional marketing activities.
 Use the marketing mix to increase business development opportunities.
 Recommend, develop, and manage branding activities.

Training Methodology
The training course combines presentations that share both theory and industry best practices
with practical sessions in accordance with adult learning and blended learner-centered
principles.
Participants will have opportunities to put into practice the skills they develop and enhance
during the course. We make the most of small and whole group exercises, videos, case studies,
peer exchange, brainstorming, role plays and discussions.
We will spend time working one-on-one and in small groups to resolve the challenges
participants face. They will leave with new ideas and skills they can implement immediately they
step back into their teams.
Overall, 60% of training will be experiential and 40% will be theoretical.

Who Should Attend?
This training course is for executives with marketing responsibilities, and those who wish to
understand strategic marketing decision making, including:
 Regional and Country Managers
 Marketing Managers and Marketing Directors
 Brand Managers and Directors
 Customer Relationship Managers and Executives
 Customer Service Managers and Executives
 Business Development Managers and Executives
 Marketing Strategists and Planners
 Digital Brand Management, Digital Marketing, Social Media and SEO Specialists
 Researchers and Data Analysts
 PR, Public Affairs, Community Relations, Media Relations and Reputation Management Professionals

Course Outline
Strategic Marketing Management
 Overview of the core marketing concepts and the marketing process
 Methods for analyzing marketing opportunities
 Strategies for managing products and services including product families and product lines
 Designing pricing strategies to maximize volumes, revenues or profits
 Strategic distribution decisions to get products to customers quickly and cost effectively
 Developing effective promotion strategies to engage consumers, customers and clients

Brand Management
 Creating an effective brand identity
 Brand naming options for product families and product lines
 Developing support for the brand: champions, ambassadors, celebrities, influencers
 Protecting the brand over time: monitoring stakeholder experiences and perceptions
 Knowing when to refresh the brand
 Managing the organizations reputation

Managing Stakeholders
 Understanding B2C decision making and buyer behaviors
 Understanding B2B decision making and buyer behaviors
 Mapping, segmenting and prioritizing stakeholders
 How to create buyer behaviors
 Relationships management: using customer journey maps
 Improving customer experience: taking customers on the journey

Managing Marketing Communication Activities
 Key marketing tools and channels
 Digital marketing and social media marketing
 Managing relationships with the media
 Developing new products and services
 Managing the product life cycle
 Useful frameworks for creating a marketing plan

Evaluation and Finance for Marketers
 Developing key marketing KPIs to measure outputs, outcomes, value and differentiation
 The financial cycle: creating marketing forecasts and budgets
 Reading financial information: PandL accounts, balance sheets and cash-flow
 Demonstrating return on investment for executives
 Investment decision making
 Action planning