Senior International Marketing Management Programme
Mon 28th October 13 - Fri 8th November 13
The Management School London Training Centre
(Cheque should be made payable to The Management School London)
The Senior International Marketing Management Programme is an intensive two weeks course run in English, which provide senior and middle level executives with wider knowledge and understanding of the latest practices and thinking in marketing. The programme demonstrates how these elements can then be combined via Strategic Marketing and Marketing Planning into comprehensive and effective Marketing actions.
Marketing Decision Making
The programme will give attention to marketing as a business philosophy and will examine marketing as a functional area of management. It will review marketing’s relationship with other functional areas including finance, human resources management, and research and development, operations and management services. It will consider the impact on marketing practice of TQM, benchmarking and performance management concepts.
Target Marketing and Marketing Mix
The importance of target marketing will be highlighted giving emphasis to the customer focused ethos of marketing. Target marketing will provide a platform for considering the extent to which market segmentation is still relevant, given the capacity of organisations to get ‘close to the customer’.
Products development provides the starting point for reviewing the marketing mix. New product development, the product life cycle and product development strategies will be examined. Particular attention will be paid to product positioning strategies.
Logistics, Distribution and Channel Management
Logistics, distribution, channel management and the identification and evaluation of alternative channels will be examined. The role of logistics in terms of generating competitive advantage will be addressed. The role and contribution of marketing to effective ecommerce will be included.
Marketing Communication and sales Management
The role of marketing communications particularly in terms of generating and maintaining the image of the product/ service offering will be outlined. The position of sales management in contributing to be effective business development via effective recruitment, motivational and development strategies will be examined.
Financial Aspect of Marketing Pricing
A review of the relationship between the marketing functions provides an opportunity to examine pricing as a significant element of the marketing mix. This topic examines the balance between customer satisfaction, value and financial probity. The link between marketing, financial control and financial performance will also be reviewed.
Human Resource Development for Marketing
The significance of people and processes as a legitimate element of the marketing mix will be considered. The role of training and development as a core element of business and marketing strategy will be highlighted.
Customer Buying Behaviour
The focus on the customer will begin with a review of consumer buying behaviour and the models and theories underpinning such behaviour. Reference will be made to culture, group norms, family and psychological factors. Consumer buying behaviour will be compared and contrasted with organisational buying behaviour’, providing an opportunity to consider the relevant processes and assess the role of the decision-making unit.
Buying behaviour provides a sound introduction to the field of customer care and relationship marketing. Particular attention will be given to the role of customer care in service businesses. Customer service and customer retention strategies will be illustrated.
Database Marketing and Marketing Research
The pivotal role of sound information for marketing decision making will be examined via the contribution of marketing research and marketing information systems. As well as reviewing standard research methodologies attention will also be given to developments in database marketing, data mining and data warehousing. The role of information technology through “decision support systems” will provide a useful link with marketing strategy
Marketing Strategy and strategic Benchmarking
The development of the Marketing Strategy and its expression in terms of an implementable Marketing Plan combines all of the key topic areas into effective marketing action. A range of strategic techniques will be presented including portfolio analysis and strategic benchmarking. The role of the marketing plan as a monitoring and evaluation tool will be assessed.
International Marketing and Globalisation
Having presented the key principles of a strategic marketing approach the programme will consider the application of the principles in a global context. This topic area will review trends and developments in international marketing and consider the impact of the stage of economic development as a factor in determining international marketing opportunities.
Approaches to international markets through a range of channel strategies will be examined. This will include exporting, licensing, joint ventures and agency distributor arrangements. Attention will focus on the skills needed to negotiate such agreements.
The Future of Marketing
Marketing- the future; by reference to leading edge ideas and concepts this final topic area will try and chart the future of marketing and its on- going contribution.