Seminar or Course Number 113 - Marketing Dynamics: Effective Customer and Client-Driven, Value Orientation and Strategy Course, Leading to Diploma – Postgraduate – in Marketing Dynamics, Quad-Credit, 120 Credit-Hours, accumulating to a Postgraduate Certificate, with 60 additional Credit-Hours, and a Postgraduate Diploma, with 240 additional Credit-Hours. . Contents include Marketing Management, Customer Needs, Client Needs, Marketing Strategy, Marketing Plan, Customer Relationships, Client Relationships, Customer Values, Strategic Planning, Business Portfolio, Marketing Mix, Marketing Investment, Marketing Information, Customer Insights, Marketing Research, Marketing Dynamics Course, Pricing Signals in Marketing Dynamics, Equilibrium in a Market, Dynamic Marketing Group, Dynamic Marketing Concepts, Marketing Dynamic and Competitive Strategy, Client vs Customer, Strategic Orientation Competency, Customer Orientation, Strategic Orientation Marketing, Strategic Orientation Skills, Strategic Orientation in International Marketing, New Employee Orientation Strategy, Strategies for Success, Developing a Market Orientation, Strategic Orientation Plan, Market Orientation and Performance, Sales Orientation, Market Dynamics, Marketing Dynamics in London, Marketing Dynamics in Dubai, Marketing Dynamics Short Course, Marketing Dynamics Lecture, Marketing Dynamics Diploma Postgraduate, Marketing Dynamics for Managers, Marketing Dynamics Training for Supervisors.

Seminar or Course Number 113 - Marketing Dynamics: Effective Customer and Client-Driven Value, Orientation and Strategy, Leading to Diploma – Postgraduate - in Marketing Dynamics (Quad Credit), Accumulating to a Postgraduate Diploma. Click to download the PDF Brochure for this Course.

Course Co-ordinator:        

For Whom This Course is Designed

This Course is Designed For:

• Marketing Executives;

• Product Designers;

• Relationship Managers;

• Customer Service Managers;

• Client Service Managers;

• Marketing Researchers;

• sales Managers;

• Sales Executives;

• Corporate Directors;

• Divisional Directors;

• Marketing Lecturers;

• Marketing Consultant;

• Brand Managers;

• Life Cycle Specialists;

• All others interested in ensuring that there is a high rate of return on Marketing Investment.

Duration: 20 Days

 Cost: £24,000.00 Per Delegate                       

 

The course cost does not include living accommodation. However, delegates are treated with the following:

•  Free Continuous snacks throughout the Event Days;  

•  Free Hot Lunch on Event Days;                           

•  Free City Tour;             

•  Free Stationery;                               

•  Free On-site Internet Access;

• HRODC Postgraduate Training Institute’s   Diploma – Postgraduate; or

• Certificate of Attendance and Participation – if unsuccessful on resit.

HRODC Postgraduate Training Institute’s Complimentary Products include:

• HRODC Postgraduate Training Institute’s Leather Conference Folder;

• HRODC Postgraduate Training Institute’s Leather Conference Ring Binder/ Writing Pad;

• HRODC Postgraduate Training Institute’s Key Ring/ Chain;

• HRODC Postgraduate Training Institute’s Leather Conference (Computer – Phone) Bag – Black or Brown;

• HRODC Postgraduate Training Institute’s 8GB USB Flash Memory Drive, with Course/ Programme Material;

• HRODC Postgraduate Training Institute’s Metal Pen;

• HRODC Postgraduate Training Institute’s Polo Shirt.

Daily Schedule: 9:30 to 4:30 pm.

Seminar or Course Number 113 - Marketing Dynamics: Effective Customer and Client-Driven Value, Orientation and Strategy, Leading to Diploma – Postgraduate - in Marketing Dynamics (Quad Credit), Accumulating to a Postgraduate Diploma. Click to download the PDF Brochure for this Course.

Course Contents, Concepts and Issues

Module 1

Marketing Dynamics: Effective Customer and Client-Driven Value, Orientation and Strategy

M1. Part 1: Marketing: Creating and Capturing Customer Value

• Defining and Deconstructing Marketing;

• Understanding the Marketplace and Customer Needs;

• Designing a Customer-Driven Marketing Strategy;

• Preparing an Integrated Marketing Plan and Program;

• Building Customer Relationships;

• Capturing Value from Customers;

• The Changing Marketing Landscape.

M1. Part 2: Company and Marketing Strategy: Partnering to Build Customer Relationships

• Companywide Strategic Planning: Defining Marketing’s Role;

• Designing the Business Portfolio;

• Planning Marketing: Partnering to Build Customer;

• Relationships;

• Marketing Strategy and the Marketing Mix;

• Managing the Marketing Effort;

• Measuring and Managing Return on Marketing Investment.

M1. Part 3: Analysing the Marketing Environment

• The Company’s Microenvironment;

• The Company’s Macro-environment;

• Demographic Environment;

• Economic Environment;

• Natural Environment;

• Technological Environment;

• Political and Social Environment;

• Cultural Environment;

• Responding to the Marketing Environment.

M1. Part 4: Managing Marketing Information to Gain Customer Insights

• Marketing Information and Customer Insights;

• Assessing Marketing Information Needs;

• Developing Marketing Information;

• Marketing Research;

• Analyzing and Using Marketing Information;

• Other Marketing Information Considerations.

Module 2

Marketing Dynamics: Effective Customer and Client-Driven Value, Orientation and Strategy (2)

M2. Part 1: Understanding Consumer and Business Buyer Behaviour

• Consumer Markets and Consumer Buyer Behavior;

• Model of Consumer Behavior;

• Characteristics Affecting Consumer Behavior;

• The Buyer Decision Process;

• The Buyer Decision Process for New Products;

• Business Markets and Business Buyer Behavior;

• Business Markets;

• Business Buyer Behavior;

• The Business Buying Process;

• E-Procurement.

M2. Part 2: Customer-Driven Marketing Strategy: Creating Value for Target Customers

• Customer-Driven Marketing Strategy;

• Market Segmentation;

• Market Targeting;

• Differentiation and Positioning.

M2. Part 3: Products, Services and Brands: Building Customer Value

• What is a Product?;

• Product and Service Decisions;

• Services Marketing;

• Branding Strategy: Building Strong Brands.

M2. Part 4: Developing New Products and Managing the Product Life Cycle

• New-Product Development Strategy;

• The New-Product Development Process;

• Managing New-Product Development;

• Product Life-Cycle Strategies;

• Product Decisions and Social Responsibility;

• International Product and Services Marketing.

Module 3

Marketing Dynamics: Effective Customer and Client-Driven Value, Orientation and Strategy

M3. Part 1: Pricing: Understanding and Capturing Customer Value

• What is a Price?;

• Customer Perceptions of Value;

• Company and Product Costs;

• Other Internal and External Considerations Affecting Price Decisions;

• New-Product Pricing;

• Product Mix Pricing;

• Price-Adjustment Strategies;

• Price Changes.

M3. Part 2: Marketing Channels: Delivering Customer Value

• Supply Chains and the Value Delivery Network;

• The Nature and Importance of Marketing Channels;

• Channel Behavior and Organization;

• Channel Design Decisions;

• Channel Management Decisions;

• Marketing Logistics and Supply Chain Management.

M3. Part 3: Retailing and Wholesaling

• Retailing;

• Retailer Marketing Decisions;

• Retailing Trends and Developments;

• Wholesaling.

M3. Part 4: Communicating Customer Value: Advertising and Public Relations

• The Promotion Mix;

• Integrated Marketing Communications;

• Advertising;

• Setting Advertising Objectives;

• Setting the Advertising Budget;

• Developing Advertising Strategy;

• Evaluating Advertising Effectiveness and Return on Advertising Investment;

• Other Advertising Considerations;

• Public Relations;

• Major Public Relations Tools.

Module 4

Marketing Dynamics: Effective Customer and Client-Driven Value, Orientation and Strategy (4)

M4. Part 1: Communicating Customer Value: Personal Selling and Sales Promotion

• The Nature of Personal Selling;

• The Role of the Sales Force;

• Managing the Sales Force;

• The Personal Selling Process;

• Sales Promotion.

M4. Part 2: Direct and Online Marketing: Building Direct Customer Relationships

• Growth and Benefits of Direct Marketing;

• Customer Databases and Direct Marketing;

• Forms of Direct Marketing;

• Online Marketing;

• Setting up an Online Marketing Presence;

• The Promise and Challenges of Online Marketing;

• Public Policy Issues in Direct Marketing.

M4. Part 3: The Global Marketplace

• Looking at the Global Marketing Environment;

• Deciding Whether to Go Global;

• Deciding Which Markets to Enter;

• Deciding How to Enter the Market;

• Deciding on the Global Marketing Program;

• Deciding on the Global Marketing Organisation.

M4. Part 4: Sustainable Marketing: Social Responsibility and Ethics

• Sustainable Marketing;

• Social Criticisms of Marketing;

• Consumer Actions to Promote Sustainable Marketing;

• Business Actions Toward Sustainable Marketing;

• Marketing Ethics;

• The Sustainable Company.

Conclusion of the Specific Information pertaining to Seminar or Course Number 113 - Marketing Dynamics: Effective Customer and Client-Driven Value, Orientation and Strategy, Leading to Diploma – Postgraduate - in Marketing Dynamics (Quad Credit), Accumulating to a Postgraduate Diploma.