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 Certified Marketing Professional (M12360) QR Code

Certified Marketing Professional



Why Attend:

With competition increasing every day and the mounting pressures that characterize tough economic times, you need proven marketing techniques to generate demand for your products and services. The Certified Marketing Professional training course offers a variety of important marketing concepts that will give you solid knowledge about conventional marketing topics such as marketing planning, marketing audit, marketing communications, and marketing research. It is a must for professionals who would like to exploit marketing arenas for the first time or wish to refresh their marketing know-how.

Course Methodology:

In addition to the classical concepts the course offers, the 'Certified Marketing Professional' course employs a wide array of case studies, templates, and Excel sheets to help participants acquire the right marketing competencies and apply them in a seamless and professional manner.

Course Objectives:

By the end of the course, participants will be able to:

  • Define the marketing framework of a business organization.
  • Conduct marketing audits and analysis to better examine the micro and macro environments.
  • Combine best practices, tools and models to implement an effective marketing and sales management system.
  • Develop strategies, initiatives and programs to build and sustain a competitive market advantage.
  • Apply planning and the execution of advanced marketing strategies to enhance organizational results.

Target Audience:

The training course will be of interest to a wide range of marketing, PR, communications, sales and operations professionals. It is of special value to marketing managers in firms, businesses, organizations and institutions of all sizes and in all sectors.

Target Competencies:

  • Marketing planning.
  • Marketing audits.
  • Macro and micro environments analysis.
  • Marketing communications.
  • Marketing research.

Program Outline:

Marketing Concepts:

  • Evolution of the Marketing Concept.
  • Relationship between Marketing and Selling.
  • Scope of Marketing Management - Analyzing Opportunities, Selecting Target Segments, Developing Market Mix, Managing the Marketing Effort.

Marketing Strategy and Planning:

  • Types of Marketing Strategies.
  • The Marketing Audit.
  • Competitive Analysis(PESTLE, PORTER, SWOT, TOWS).
  • Marketing Plans and Planning.

Advertising and Distribution:

  • Understanding the Communication Process.
  • Major Advertising Decisions, AIDA and the Buyer-Readiness Stages, Types of Media Research and Selection, Copy Illustration and Message Design.
  • The Sales Promotion Mix; Push versus Pull Strategies.
  • Physical Distribution and Channels of Distribution; Emerging Trends of Direct Marketing.

Managing Product Life Cycles:

  • Introducing the Product Life Cycle Concept (PLC).
  • Product and Promotion Mix Strategies Across the Stages of the PLC.
  • Analysis of a Relative Market Share Matrix.

Market Segmentation:

  • Basis of Market Segmentation.
  • Positioning and Targeting for Results.
  • Tips for Successful Segmentation.

Marketing Research:

  • Marketing Research Defined.
  • The Marketing Research Process.
  • Types and Sources of Data.
  • Designing, Analyzing, Interpreting, and Reporting the Research Findings.




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