Effective Marketing Management
FMKT-01

Duration: 3 days
Course description:
The course develops concepts and skills necessary for marketing decision-making and illustrates how various decision-making tools apply to actual business situations. The aim is to develop a disciplined process for addressing marketing issues and problems in a variety of settings, and to give participants the tools and background necessary to handle mar- keting problems. Through the use of a marketing plan project, participants are encouraged to apply the concepts and generalizations to a real life product or service.

Who would benefit:
Marketing and Sales personnel


Marketing concept and process
Creating value for customers
Mission statement & corporate strategic planning
Marketing strategy / planning
Internal and external environmental forces affecting marketing decisions
SWOT analysis
Developing customer profiles


Segmentation and Profiling Techniques
FMKT-03

Duration: 3 days
Course description:
This course covers the theory and application aspects of clustering techniques available in SAS. It will explore data preparation for clustering, main components analysis and factorial analysis for the reduction of input dimensions, variable clustering, the k-nearest-neighbor methods, k-average method and hierarchical clustering techniques.



Who would benefit:
Statistical analysts, data mining experts and business users


Planning and designing segmentation
Philosophy and role of market segmentation
Segmentation as a marketing strategy
Database creation
Clustering Analysis
Main component analysis o Factorial analysis


Practical Marketing Skills
FMKT-04

Duration: 3 days
Course description:
This course will draw on the principles and effective practices of successful marketing to help further develop talent and ability in the field. It is de- signed to cover a range of practical skills used by marketing experts. Par- ticipants will be introduced to proven marketing tools and key principles of marketing.

Who would benefit:
Sales leaders, sales, marketing and purchasing personnel


Discover how to use low-cost publicity to get your name known.
Know how to develop a marketing plan and a marketing campaign.
Use your time rather than your money to market your company effectively.
Develop a budget for your market ing activities, based on the amount of dollars you have available.


The Power of Strategic Marketing
FMKT-06

Duration: 2 days
Course description:
The fundamental premise underlying market driven strategy is that the market and customers that form the market are the starting point in strategy formulation. This reality based session will drive the participants to learn how to meet and succeed market challenges being faced by organizations.

Who would benefit:
Sales and marketing personnel


Marketing strategy perspectives
What is strategic marketing?
The scope of strategic marketing
Strategic marketing planning
Crafting strategy
Building your company’s vision
Competing on resources
Strategic and operational marketing plan


Marketing Research and Forecasting
FMKT-07

Duration: 3 days
Course description:
Market research is an essential intelligence gathering and interpreting activity in terms of helping firms optimize sales, seek new areas for expansion, and detect threats from competitors. It is the aim of this course to provide participants with the necessary tools and skills in conducting effective research and forecasting. The course will be practical, industry specific, and directly applicable to participants’ business.

Who would benefit:
Personnel responsible for carrying out quality product auditing of installed equipment and assemblies


Explaining the role of the “Progress Portfolio” in the course
The nature and scope of market research
Marketing research and forecasting as a competitive tool
Market research process
Organizing information
Using information for effective decion making


Developing Devoted Customers
FCS-01

Duration: 3 days
Course description:
Understanding the drivers of customers during this process will have a significant impact on the abil- ity of delegates in developing their customer service and skills to enable the delivery of excellence. This course will cast a foundation for delegates to understand customers, their motivation and factors that affect their buy- ing decisions, leading to whether they remain devoted satisfied customers or not.



Who would benefit:
Sales and marketing personnel


Differences between customer sectors
Factors effecting customer behaviour
Why customers buy from you
Why customer leave
The effects of service levels on customer psychology and behaviour
Differences between retail and business customers.