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Course Topics

The Marketing MBA

Duration:

5 Day

Course Overview:

This workbook contains some supporting material and provides space and opportunity for you to take notes. It will also act as a reminder and a tool that you can use when you return to your workplace.

During the workshop, you will be given plenty of opportunity for discussion and encouraged to note down key learning points, observations and personal responses.

You will derive a lot of benefit from participating fully in the workshop, so please ask questions.

This guide supports the “Marketing MBA” workshop and the material is solely for the benefit of delegates. It is designed to be an integral part of the workshop and does not necessarily stand on its own. No responsibility for loss occasioned to any person acting or refraining from action as a result of this material can be accepted by the facilitator or Synergy Training. No part of the handout material may be reproduced in any form without prior permission. Protected by copyright.

.At certain points in the material a single gender has been used for editorial ease. No inference should be drawn from this.


Who Should Attend? 
  • Individuals who are already Marketing Professionals who would like to formalise their thinking and strategies along proven, strategic lines.

  • Those who are new to the marketing function or moving across from other disciplines within the company, as well as people with some sales experience but who have had no formal marketing training.

  • Individuals who would like to improve and change the way they address and make offerings to their markets

  • Those looking for greater returns on their current investments

  • Business Managers who need to break out of the ‘Commodity Trap’ and give a positive differentiation to their company, services, products and offerings.

  • Leaders who are looking to improve their marketing knowledge and skills

Programme Objectives - Participants attending this programme will:
  • Fully understand the Marketing Model

  • Be able to manipulate, adjust and manage each aspect of the marketing mix

  • Construct and develop a Strategic Market Audit

  • Understanding Strategic Product Positioning and develop your organisations

  • Understand Market Segmentation

  • Branding for Growth of you organisation

  • Understand Value Creation, delivery & Capture

  • Learn how to manage Brands and Product Portfolios

  • Understand and deploy a marketing tactical mix

Competencies Empasised:
  • Market Analysis

  • The Ability to segment Markets correctly

  • Strategic thinking

  • Tactical implementation skills

  • Marketing Planning skills

  • Analytical thinking Skills

  • Decision-Making Skills

  • How to create and capture value

  • Marketing in the digital age

Orhanisational Impact:

Marketing is a critical component of business success.  It builds brands which highlight the company’s profile and drives profits.  It protects against creeping commoditization by establishing a value that is beyond price.  Good marketing can help guarantee a company’s success and wellbeing, bad marketing can drive you out of business.

Personal Impact:

Participants will learn valuable business skills and techniques and tricks to help them understand their markets and their customers better.  This will help them to rapidly climb through the ranks in their own organization as they are seen to have a deep and profound knowledge of customer behaviour and the way to capture value in the market.

Course Outline:

DAY 1 – Definitions, Purposes and Process

  • Define, “What is Marketing? What is it not?”

  • The Marketing Model in a Social, Virtual age

  • Understand the issues raised by the Marketing Model

  • Understanding the Marketing Process

  • Understand how to write a Marketing Plan

DAY 2 – The Strategic Market Audit

  • Market Research

  • Types of Research

  • Role in Decision-Making

  • Doing your own Market Research

  • Why you need Market Research

  • Understanding the Strategic Audit

  • Tools & techniques

  • Analytical models

    • Market Mapping

    • Porter’s 5 forces

    • Directional Policy Matrix

    • PESTLE

DAY 3 – Strategic Positioning

  • Learn how to do Visioning & Objective setting

  • Learn how to develop Growth Strategies

    • How will we grow?

    • How will we compete

    • What will drive us?

    • Who will we serve

  • Branding

    • Brand Positioning

    • Valuing the brand

    • The overall Brand architecture

DAY 4 – Delivering the Value

  • Analyze the Competitive Environment & Position Your Firm

  • Learn how to segment markets properly

  • Learn how to develop a compelling value proposition for your brand

  • Learn how to conduct Relationship Management

  • Learn how to execute Brand Management Strategies

  • Learn how to ensure all aspects of the Marketing mix are functionally aligned

  • Learn how to manage a portfolio of products for optimal profit

DAY 5 – The Tactical Mix & Action Planning

  • Learn how to create and carry out a Tactical audit

    • Customer satisfaction surveys

    • Tracking Promotional spend effectiveness

  • The Product

    • Life Cycle Management

    • Commodity Products

    • Added Value products

  • The Place

    • Supply Channels

    • Channel Management

    • Logistics & Supply Chain Management

    • The Marketing/Sales interface

  • The Promotions

    • Purpose

    • Campaign planning

    • Selecting & briefing an agency

  • The Price

    • 4 Pricing Methods & Competitive pricing strategies

    • Open book pricing

    • Pricing self-assessment

  • Marketing Online

  • SEO

    • Long and Short-tail keywords

    • Black and White Hat marketing

    • Be Social – Inbound and Outbound Marketing

    • Create effective action plans

Training Methodology

The training process is based on a carefully planned mix of succinct tutor input - with practical illustration of tools and concepts, group work on case studies (all video based - and lively), feedback, and selective work on individual issues in pairs. Team involvement and working enable a strategy to be created from start to finish. The Training is based on the 4 mat systems to enable complete learning. There will also be some opportunity for role play. You will receive an electronic toolkit within the material for subsequent everyday use.

The Facilitator

Fred Mills has a long and successful career in Pharmaceuticals, Medical Technologies and Healthcare Products, during which time he held a number of positions from Territory Sales Representative to Marketing Director and almost all points in between.  For the last 15 years, Fred has been working as a Trainer and Consultant, specialising in aspect of Customer Satisfaction such as Key and Global Account Management, Value Selling and Marketing Strategy.  After many years of success, first with Vision Consultancy and then with Insight Marketing and People Ltd, Fred launched his own company in 2007. Fred’s client list has been impressive over the last ten years or so and he has worked extensively in the US, Europe, and Asia.

Core business

In 1997 Fred Mills joined Vision Healthcare Consultancy and began a number of Global Consulting assignments, working globally with a number of large Blue-Chip organisations, for example Mars, Masterfoods, Astra Zeneca and Bayer. In 2003 Fred Joined Insight Marketing and People Ltd as a Senior Training Consultant where he developed a specialism for Key Account Management and Customer Service delivery to go with the Sales and Marketing interests he already held.

Academic achievements

Fred has an honours Degree with Joint Honours in Biochemistry and Microbiology from the University of Metropolitan Manchester in the UK.

In terms of Business qualifications, Fred holds both the Certificate and the Diploma of the Chartered Institute of Marketing (Cert CIM and Dip CIM) and also has a Masters in Business Administration (MBA) gained in 1998 from the Lancashire Business School in the UK. In the MBA Fred gained a distinction in the module on International Marketing.

We can come to you !

Did you know Synergy can come to you and deliver this workshop ‘In Company’ at your own venue or location. If you have three or more people who you would like to benefit from attending this workshop our trainer can travel to you and deliver the same specification of course for your staff at a fraction of the overall cost.

If you’d like to know more about this option please contact us on 0121 605 7533 or email us at operations@groupsynergy.co.uk – our operations team manages all of our ‘In Company’ events and we can talk you though the logistics, pricing and whether you’d like the workshop as advertised here or something tailor made just for your business.

We have several packages on offer so contact us today.

What is Continuing Professional Development (CPD)?

Continuing Professional Development (CPD) is a personal commitment to keeping your professional knowledge up to date, improving your capabilities, proving commitment and competency in your profession. It focuses on what you learn and how you progress throughout your career, helping you gain more credibility within your industry, with your employer, clients and gain competitive edge over your peers.

Being actively committed to CPD may in the future:
  • Improve your Resume
  • Maintain professional recognition
  • Showcase your achievements, attributes and your brand
  • Accelerate your career prospects
  • Deliver job satisfaction: ensuring you are Career focused
  • Reassure your Employers and Stakeholders that you are upto date and competent
How do I gain CPD recognition:

By attending Synergy Courses you can be assured that attendance, completion and certification will be rewarded by CPD points. To help advance your professional status CPD recognition is awarded on both public workshops and in-house courses, being dependent on the number of hours spent learning. On request Synergy Training Group will provide a certificate of attendance for you to use as evidence and to attach to your record card.

A number of our courses are accredited, endorsed or approved by a number of Learning & Development and Professional Bodies and Associations for more detail please contact us at mail@groupsynergy.co.uk.

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