Strategic Sales & Marketing
TARGET GROUP: Sales personnel, Marketing personnel, Supervisors & Middle - Management.
BACKGROUND: This course is designed for participants to acquire an understanding of the construction of meaningful processes of strategic development and marketing planning and implementation of the Sales and Marketing component of an organization. Upon completion participants should be able to develop a deeper understanding of the integration & application of the marketing mix variables and their impact on the other functions within an organization, and to understand the broad concepts of marketing strategy & planning.
COURSE CONTENT:
MODULE 1 - The Strategic Marketing Planning Process.
- The Planning Process
- Developing Plans
- Strategic Planning
MODULE 2 - Understanding Consumer Behavior
- Market Segmentation
- Targeting
- Positioning
- The buying process
- Understanding buying behavior
MODULE 3 - Marketing Information
- Marketing Research
- Managing the information flow
MODULE 4 - Estimating & Forecasting Markets
- SWOT Analysis
- Internal Environment
- External Environment
MODULE 5 - Planning & Budgeting the Marketing Mix
- The Marketing Plan
- Promotional Plans
- Product Planning
- Pricing Plan
- Distribution Planning
MODULE 6 - Formulating Communication Strategies
- Communication & the Organization
- Communicating with the market
MODULE 7 - Public Relations
- Managing advertising & Sales promotion
- Methods of promotion
- Promotional campaigns
ASSESSMENT: Participants are expected to participate in class discussions, and will also be required to submit a project at the end of the course, which will be marked for a final grade.