Certified Marketing Professional
In today’s highly competitive environment and challenging economic conditions, mastering effective marketing techniques is crucial to creating demand for products and services.
- Course fee
- Contact us
- Duration
- 5 days
- Group rate
- Ask an advisor
Course overview
In today’s highly competitive environment and challenging economic conditions, mastering effective marketing techniques is crucial to creating demand for products and services. The Certified Marketing Professional course equips participants with a comprehensive understanding of essential marketing concepts, including marketing planning, audits, communications, and research. This course is ideal for those new to the marketing field or for professionals looking to refresh and enhance their marketing expertise.
Training methodology
In addition to covering traditional marketing concepts, the course uses case studies, templates, and practical tools like Excel sheets to help participants develop key marketing skills and seamlessly apply them in their roles.
Target competencies
- Marketing planning
- Marketing audits
- Analyzing macro and micro environments
- Marketing communications
- Marketing research
Course objectives
By the end of the course, participants will be able to:
- Define the marketing framework within an organization
- Conduct comprehensive marketing audits to analyze micro and macro environments
- Utilize best practices, tools, and models for effective marketing and sales management
- Develop strategies and programs to build and maintain a competitive market advantage
- Plan and execute advanced marketing strategies that drive organizational success
Course outline
- Defining marketing management
- Evolution of marketing concepts
- Key differences between marketing and selling
- Scope of marketing management
- Introducing the marketing mix
- Applying the 4Ps model
- Understanding the marketing environment
- Techniques for marketing analysis
- 'PESTLE' analysis
- 'SWOT' analysis
- Porter’s five forces model
- Customer and competitor analysis
- Conducting a marketing audit
- Developing a marketing plan
- Defining market segmentation
- Criteria for segmenting consumer (B2C) and business (B2B) markets
- Successful segmentation strategies
- Targeting the right market
- Positioning strategies
- Steps for segmentation, targeting, and positioning
- Understanding the communication process
- Steps to create a promotional campaign
- Promotional goals and objectives
- Applying the 'AIDA' model
- Setting an advertising budget
- Media types and scheduling
- Evaluating the success of promotional campaigns
- Exploring the PLC concept
- Marketing strategies for each PLC stage
- Aligning promotion mix with marketing objectives
- Characteristics of the promotion mix elements
- Push and pull strategies across the PLC
- Defining marketing research
- The marketing research process
- Collecting and analyzing secondary and primary data
- Designing effective questionnaires
- Methods for conducting survey research
Morning and evening classes are available. CompuBase Training Center, Abu Dhabi.
