Marketing Management

Program Goals At the end of the program each participant will be able to: A clear understanding of the concept of marketing in the twenty-first century and the fundamental differences (marketing, sales, marketing management, sales management). Develop marketing strategies and plans through specific models and methods. Communicate with customers by analyzing markets and consumers. Competition planning and competitor analysis. Marketing management as steps through the professional marketing management equation The art of designing an effective marketing mix (4p’s). Evaluating and monitoring marketing performance and building a market and performance sensor. Writing the marketing plan step by step according to specific models and elements. Program themes 01 The first axis Foundations and main concepts Learn about the concept of marketing management in the twenty-first century and the most important transformations. Recognizing the fundamental differences (marketing, sales, marketing management, sales management). The trilogy of understanding and analyzing marketing (company analysis, market analysis, customer analysis). The Five-Stage Model of Purchasing Decision Processes. The main tasks of managing and activating the marketing process. Executive contributions to marketing management by different administrative levels (top, middle, lower) 02 Strategic marketing operations The second axis Strategic stages in writing the marketing plan Market analysis through the CEO model Detailed customer analysis and defining the target market Customer Profile Analyzing the general marketing environment through the PESTEL model Analyze the organization in marketing through the SWOT model Writing marketing objectives 03 Tactical marketing operations: The third axis Stages of transforming strategic marketing into a tactical business plan Practical steps for professional marketing management R – STP – MM – I – C. Practical steps for developing a marketing plan. The main elements of market segmentation. Targeting operations for specific markets. The concept of substitution and its objectives. Helping elements in the replacement process. Replacement strategies and plans. 04 Program themes Competition and the art of outperforming competitors fourth Axis Using marketing to understand, create and communicate value. How does the company become a market destination in practice? Managing competition through dominant models of market leadership. Determine competitive advantages and plan the expected Competitive Advantage and Positioning Blue Ocean Strategy and its practical applications in competition Blue Ocean Strategy 05 Fifth axis Processes of managing and implementing the marketing mix: Designing the service marketing mix (intended for the service sector such as banks) Marketing Mix-8p's. Design, develop and make product mix decisions. Crucial pricing strategies Price (3 legs). The six elements of designing an effective promotional mix (IMC). Drawing the studied distribution channel network. Developing service delivery processes. Developing the service delivery environment. Physical Environment. Developing service providers People. Balance between quality and productivity. Off And On line Implementation applications of online and offline marketing mix 06 Program themes Effective implementation and control of the marketing plan Sixth axis Marketing manager tools for monitoring marketing performance (daily, weekly, monthly). The art of designing and building monitoring and evaluation tools for marketing performance. Skills necessary for the success of a marketing manager and mental qualities 07 The seventh axis Assisting departments and the success of the marketing plan The importance of the Marketing Studies and Research Department. Establishing an effective customer service team. The main tasks of the customer service team, and the art of service recovery. Activating the sales department and the main roles of the sales department. 08 Program themes Steps for writing a marketing plan (elements, sequence, and models) The eighth axis the introduction Brief practical summary Situational analysis Marketing objectives Marketing strategy in the eight elements of the marketing mix Product strategy Pricing strategy Distribution strategy Promotion strategy Service operations strategy Service team strategies Service environment development strategy Strategy for balancing quality and productivity Schedule the plan schedule Sorting the agendas of plan implementers Determine the estimated budget for the marketing plan Follow-up and control of implementation processes Skills in using Excel in writing the marketing plan Skills in dealing with the plan and weekly and monthly follow-up Determine the marketing budget based on the marketing plan for the branch/department/organization as a whole. In administrative organizations, administrative and technical reports are an effective means of measuring the level of performance and predicting problems before they occur, and an effective means of communication between senior management levels. The middle, supervisory and executive levels measure moments of honesty when providing service to the customer. They contribute to modifying and improving the path and measuring the performance gap between reality and what is hoped for. This is why their accuracy and the quality of their writing and preparation are among the basic skills for all employees of the organization because these skills make them an effective tool with high efficiency in measurement and evaluation. Program Goals At the end of the program each participant will be able to: A clear understanding of the concept of marketing in the twenty-first century and the fundamental differences (marketing, sales, marketing management, sales management). Develop marketing strategies and plans through specific models and methods. Communicate with customers by analyzing markets and consumers. Competition planning and competitor analysis. Marketing management as steps through the professional marketing management equation The art of designing an effective marketing mix (4p’s). Evaluating and monitoring marketing performance and building a market and performance sensor. Writing the marketing plan step by step according to specific models and elements. Program themes