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 The Sales & Marketing Management MBA (R5009) QR Code

The Sales & Marketing Management MBA

Overview:

Introduction:

The purpose of this course is to enable you to systematically adopt, employ, and execute proven marketing strategies that will help you to build enduring and powerful brands. It will provide an overview of the marketing process with a suite of tools, models, and theories and will then move on to the practical application and execution of the tools & techniques required for a winning marketing strategy. How are Prada able to sell handbags to women for many hundreds of dollars when any visit to the market will get a bag for carrying your possession for only a few dollars (indeed, most supermarkets will give you a plastic bag for free!). How is Ferrari able to command prices of hundreds of thousands of dollars for their cars when a few hundred dollars will buy a car that will successfully take you from A to B? The answer? Marketing.

The Sales Manager of today is a business person, a negotiator, a coach, a counselor, a friend, a leader, a Key Account manager, a support resource, and, from time to time, still an enforcer. The role is now multi-faceted, complex, and changing all the while. The Sales Manager of today needs great flexibility and a wide range of cubs in the bag.

Course Objectives:

At the end of this course the participants will be able to:

  • Learn techniques for optimal interviewing and recruitment of high performers Learn how to build, manage & develop high performing sales teams
  • Understand and practice dealing with the many and various challenges of the modern-day Sales Manager
  • Understand the Marketing Models
  • Manipulate, adjust and manage each aspect of the marketing mix
  • Understand and execute a truly effective Marketing campaign from Audit, through Segmentation, Positioning through to value creation and capture
  • Learn how to manage Brands and Product Portfolios and understand and deploy a marketing tactical mix

Targeted Audience:

  • Marketing Professionals
  • Public Relations Practitioners
  • Marketing Managers
  • Sales Managers
  • Brand Managers
  • Business Owners
  • Sales Professionals

Course Outlines:

Unit 1: Building & Selecting Sales Teams:

  • Attracting, Recruiting & Retaining the Best Sales Team
  • Interviewing Skills
  • Appraisal Skills
  • Ensuring we have the correct job requirements in place
  • Effective Succession Planning
  • Effective coaching techniques for Managers
  • Incentive Management
  • Define the terms “leader”, “manager”, “Coach” and “Mentor”
  • Effective Inter-Departmental Communication Strategies
  • Motivation Strategies
  • How to build a strong sales culture

Unit 2: Managing The Sales Team:

  • Implementing effective educational strategies
  • Motivating techniques
  • Thinking ‘out-of-the-box’
  • The four stages of team development
  • Managing different personality types
  • Build capacity in your people
  • Models of Management
  • Your Management Style
  • Understand the forces that oppose personal change
  • Situational Leadership

Unit 3: Marketing Definitions, Purposes, and Process:

  • Define, “What is Marketing? What is it not?”
  • Understand the Marketing Model
  • Understand the issues raised by the Marketing Model
  • Understanding ‘Good’ Marketing
  • Understanding the Marketing Process
  • Understand how to write a Marketing Plan
  • The Strategic Market Audit
  • Market Research
  • Types of Research
  • Role in Decision-Making
  • Understanding the Strategic Audit
  • Tools & techniques o Analytical models
  • PESTLE
  • Directional Policy Matrix
  • Porter’s 5 forces
  • Market Mapping

Unit 4: Strategic Positioning:

  • Learn how to do Visioning & Objective setting
  • Learn how to develop Growth Strategies
  • How will we grow
  • How will we compete
  • What will drive us?
  • Who will we serve
  • Branding
  • Brand Positioning
  • Valuing the brand
  • The overall Brand architecture
  • Delivering the Value
  • Analyze the Competitive Environment & Position Your Firm
  • Learn how to segment markets properly
  • Learn how to develop a compelling value proposition for your brand
  • Learn how to conduct Relationship Management
  • Learn how to execute Brand Management Strategies
  • Learn how to ensure all aspects of the Marketing mix are functionally aligned
  • Learn how to manage a portfolio of products for optimal profit

Unit 5: The Tactical Mix & Action Planning:

  • Learn how to create and carry out a Tactical audit
  • Customer satisfaction surveys
  • Tracking Promotional spend effectiveness
  • Managing a Portfolio
  • Marketing a service
  • The Product Life Cycle Management
  • Commodity Products
  • Added Value products
  • Channel Management
  • Logistics & Supply Chain Management
  • The Marketing/Sales interface
  • Purpose
  • Campaign planning
  • Selecting & briefing an agency
  • Pricing Methods
  • Competitive pricing strategies
  • Open book pricing
  • Pricing self-assessment
  • The Place of Supply Channels
  • The Promotions
  • The Price
  • A Marketing Health Check
  • Create effective action plans

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