Go beyond the basics of marketing and become an even more effective marketer with the Certificate in Professional Marketing. Developed for those who are in marketing and are looking to progress their career, this new qualification will give you the practical skills and knowledge to devise and implement tactical marketing activities and campaigns. You will gain relevant and contemporary marketing knowledge that will help you build your credibility in your professional marketing role.

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

• Define the marketing framework of a business organization.
• Develop 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.

Marketing staff and executives who wish to know more about the vital role that marketing plays in organizations and to identify and solve many business problems by using a marketing perspective. The program is also designed for anyone who wants to keep current on marketing strategies.

Marketing Concepts

·         Evolution of the Marketing Concept

·         Relationship between Marketing and Selling

·         Scope of Marketing Management

·         Developing the Marketing Mix for Products and Services

·         Managing the Marketing Effort

Marketing Audit and Planning

·         Understanding the Marketing Environment 

·         The Various Marketing Analysis Techniques 

·         The Marketing Audit

·         Competitive Analysis 

·         Customer Analysis

·         Marketing Planning (Format, Content)

Market Segmentation, Targeting and Positioning 

·         Basis of Market Segmentation (B2C)

·         Basis of Market Segmentation (B2B)

·         Profiling the Segments 

·         Criteria for Successful Segmentation 

·         Market Targeting

·         Market Positioning 

·         Steps in Market Segmentation, Targeting and Positioning

Marketing Communication and Campaigns 

·         Elements of the Communication Process

·         Identifying the Goals of the Promotion 

·         Steps in Creating a Promotional Campaign 

·         The AIDA Concept 

·         Advantages and Disadvantages of the Various Media Types 

·         Media Scheduling 

·         Evaluating Promotional Campaigns 

The Product Life Cycle: A Strategic Approach 

·         Introducing the Product Life Cycle Concept (PLC)

·         The Promotion Mix and Marketing Objectives 

·         Characteristics of PR, Personal Selling, Advertising and Sales Promotion 

·         Promotion Mix Strategies Across the PLC 

·         Push and Pull Strategies  

Marketing Research

·         Marketing Research Defined

·         The Marketing Research Process

·         Types and Sources of Data

·         Questionnaire Design

·         Types of Reasearch (Observation, Mystery Shopper, Survey)

A variety of methodologies will be used during the course that includes:

·         (30%) Based on Case Studies

·         (30%) Techniques 

·         (30%) Role Play

·         (10%) Concepts

·         Pre-test and Post-test

·         Variety of Learning Methods

·         Lectures

·         Case Studies and Self Questionaires

·         Group Work

·         Discussion

·         Presentation

This rate includes participant’s manual, Hand-Outs, buffet lunch, coffee/tea on arrival, morning & afternoon of each day.

Daily Course Timings:

    08:00 - 08:20       Morning Coffee / Tea

    08:20 - 10:00       First Session

    10:00 - 10:20       Coffee / Tea / Snacks

    10:20 - 12:20       Second Session

    12:20 - 13:30       Lunch Break & Prayer Break

    13:30 - 15:00       Last Session