By the end of the course, participants will:
- Gain a comprehensive understanding of the marketing process and its strategic significance for organisational success.
- Enhance their ability to play a proactive role in improving marketing performance, both internally and externally.
- Acquire familiarity with diverse marketing techniques to effectively fulfil managerial responsibilities.
- Build communication skills to address marketing aspects across functions and management levels.
- Learn to set, monitor, and achieve impactful sales targets aligned with strategic objectives.
- Strengthen skills in motivating and aligning sales teams with organisational goals.
- Develop heightened awareness of customer care principles and practices.
DAY 1
Marketing Overview
- The Marketing Process: Planning, vision, mission, and objectives.
- The 4Ps Framework: Product, Price, Place, and Promotion.
- Market Forecasting: Understanding product lifecycles and the Boston Matrix.
- The Market Audit: Effective segmentation and sectoring for better targeting.
- Data for Planning and Research: Methods and reliable sources.
- Interactive Case Studies: Real-world applications and learning.
DAY 2
Strategic Marketing
- Aligning Organisational Goals: Translating objectives into actionable marketing plans.
- Customer Needs: Identifying and defining customer expectations.
- Marketing in Context: Operating effectively in dynamic business environments.
- Strategic Planning Tools: Frameworks for crafting impactful strategies.
- Product/Service Adaptation: Strategies for different stages of maturity.
- Goal Setting: Establishing clear and measurable objectives.
- Marketing Communications: Crafting effective strategies to engage audiences.
- Practical Exercises: Applying concepts in simulated scenarios.
DAY 3
New Product/Service Development & Sales Analysis
- Product/Concept Testing: Steps to ensure market readiness.
- Innovation and Creativity: Encouraging team contributions to new ideas.
- Case Study: Best practices in product development.
- Sales Analysis:
- Deep dive into the Marketing Mix: Product, Place, Price, Promotion, and People.
- Understanding Buying Motivations: Factors influencing purchasing decisions.
- Needs Awareness: Building and addressing customer needs effectively.
DAY 4
Sales Management & Customer Care
- Sales Management:
- Setting and monitoring performance targets for sales teams.
- Strategies to handle poor sales performance.
- Conducting impactful sales meetings to motivate and align staff.
- Customer Care:
- Video Workshop: “Making Customer Care Happen.”
- Discussion:
- Why customer care matters.
- Creating a customer-first attitude and culture.
- Best practices for seamless customer interactions.
DAY 5
Customer Relationship Management (CRM) and Handling Complaints
- CRM for Competitive Advantage: Leveraging CRM systems to achieve sustainable growth.
- Customer Satisfaction Measurement: Metrics and tools for assessing satisfaction levels.
- Handling Complaints and Conflict:
- Techniques for resolving complaints effectively.
- Interactive Discussions:
- Understanding customer perspectives.
- Communicating in the customer’s language.
- Strategies to manage conflicts and defuse anger.
