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.
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
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
The Ability to segment Markets correctly
Tactical implementation skills
Marketing Planning skills
Analytical thinking Skills
How to create and capture value
Marketing in the digital age
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.
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.
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
Types of Research
Role in Decision-Making
Doing your own Market Research
Why you need Market Research
Understanding the Strategic Audit
Tools & techniques
Porter’s 5 forces
Directional Policy Matrix
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
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
Life Cycle Management
Added Value products
Logistics & Supply Chain Management
The Marketing/Sales interface
Selecting & briefing an agency
4 Pricing Methods & Competitive pricing strategies
Open book pricing
Long and Short-tail keywords
Black and White Hat marketing
Be Social – Inbound and Outbound Marketing
Create effective action plans
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.
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.
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.
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.
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 email@example.com – 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.
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.
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 firstname.lastname@example.org.