The Fundamental Principles of Marketing In-house Training

Get in Touch: P.O. Box 34970 Dubai, United Arab Emirates Tel. No.: +971 4 2941288 Fax: +971 4 2941228 Email: ts@teampower.ae www.tpidubai.com | www.strategictalk.com

In-House Training

Excellence in Training

MS01E

The Fundamental Principles Of Marketing Challenge current thinking and introduce new marketing concepts

Overview The workshop will deliver fundamental concepts and current practices and behaviors from which all delegates, regardless of current skill level or experience, will benefit. We will challenge current thinking and introduce new concepts to show the current and predicted approach to effective marketing. We will include the latest online marketing tools and techniques along with all other media platforms. We will look at customers - Who are they? How can we access and attract them? Participants will use case studies to explore marketing success stories and failures - organizations like Apple and Blackberry will be examples and we’ll also talk about Virgin Galactic - a very topical case study. The attendees of the program will also use their own case studies so that the learning is relevant to them and their organizations.

Who Should Attend?

Sales Professionals, Sales Managers and Directors, Marketing Assistants or graduates, internal sales people, tele-sales / tele-marketing people.

Primary Objectives & Benefits This workshop will help participants to: 1. Examine buying triggers and convincer patterns.

2. Understand the concept of marketing from basics to advanced thinking.

3. Build a magnetic value proposition and a 30 second elevator pitch.

4. Understand and apply the 4P’s and 7P’s marketing mix.

5. Apply key marketing theories in current and predicted marketplaces.

6. Compare and contrast between traditional approaches and new thinking.

7. Create markets using robust segmentation techniques.

8. Understand and apply customer profiling to enable target marketing.

9. Evaluate, select and apply marketing approaches relevant to the identified market.

10. Focus in on specific differentiation for competitive advantage.

Excellence in Training

MS01E

Get in Touch: P.O. Box 34970 Dubai, United Arab Emirates Tel. No.: +971 4 2941288 Fax: +971 4 2941228 Email: ts@teampower.ae www.tpidubai.com | www.strategictalk.com

The Fundamental Principles Of Marketing Challenge current thinking and introduce new marketing concepts

Module 1 - Marketing Program Overview     

Program overview and objectives Delegate experience and learning objectives Delegate case studies Case studies we all know about What are the typical marketing objectives

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Module 3 - Activities, Processes And Tactics     

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Marketing platforms and media The 4P’s and 7P’s marketing mix Porters Five Forces The ANSOFF marketing matrix Competitive advantage and Differentiation

Module 8 - Achieving Differentiation

What is a magnetic Value Proposition?

Resonate, differentiate, substantiate What must the MVP contain?

Knowing your USP’s, KSP’s, PSP’s, MAP’s The MVP traps we all fall into

Module 9 - Marketing Theory: Kotler, Drucker     

A definition we can use for segmentation Examples of segmentation all around us Segmentation exercise Segment characteristics/challenges Segmentation approaches/methods/systems

Module 6 - Traditional & New Approach

Identification, quantification, qualification Viability - revenue, profit, lifetime value Relevant case study exercise Examples we can evaluate Challenges

Module 7 - The Magnetic Value Proposition     

The psychology of purchasing The Kolb learning cycle Maslow’s Hierarchy of needs The power of Moments of Truth Internet impact on buying behaviors

Module 4 - Customer Segmentation

Offline and online marketing tactics Marketing strategy process Marketing mix and where customers fit in What is ‘market’? What do we need from it?

The target marketing process

Module 5 - Customer Profiling     

Module 2 - Does Marketing Begin With People?

Price and distribution vs needs and benefits Value based marketing and value exchange Needs, features, advantages and benefits Converting marketing into sales The Apple approach to marketing

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Product and service comparisons Do you really have USP’s?

Are your KSP’s competitive?

Your current differentiation points The role price plays in marketing

Module 10 - Bringing It Into Your Reality     

Your marketplaces / customers / brand Your products and services The platforms/media you market through Awareness / Advocacy / Sales Action planning for what you will take away

Program Highlight Duration: 4 days Date: To be Agreed with the Client Organization

Timing: 8:30 am to 2:30 pm daily Venue: Suitable & fully equipped venue (to be provided by

Customer)

Language: English Material: Participants will be provided with high quality handouts Certificates: Certificates of Completion shall be provided to participants upon successful attendance of the training program Fees: Inclusive of facilitator’s fees, materials and certificates