INTRODUCTION

Organizations must address numerous issues like the ones raised above in order to integrate market competition and consumer insights into cohesive strategies and programs that are tactically feasible, financially successful, and strategically significant. Consequently, businesses must deliberately devote more time to comprehending market needs and coordinating their plans so that the development of products and services highlights the appropriate markets and sparks the most productive marketing communications and promotional efforts..

The role of marketing and promotion can change the course of many enterprises. However, the role could occasionally be split amongst several players. People involved in market research, competition intelligence, marketing strategy, and marketing communications may be among these participants. If they are not aligned, there may be uncertainty about roles, bad message development, incorrect market goals, and improperly outfitted promotional operations. Clarifying and bolstering the role of marketing and promotions is crucial if the company's future involves increased rivalry and growing market segments.

COURSE OBJECTIVES

The participant should be able to:

• Understand the demands of consumers by the end of the course.
• Convert market demands into beneficial products and services.
• Deliver the appropriate messages to the appropriate audience.
• Recognize the promotional strategies, media platforms, and programs needed to clearly and consistently convey the necessary messages.
• Recognize the most effective ways to inform product management of market requirements..

DURATION

3 Days

WHO SHOULD ATTEND

• Marketing Managers, Promotions Managers, Marketing Officers, sales personnel
• Managers and officers from other departments who want to know about the function of Marketing and Promotion, and
• Staff from communications or research agencies keen to add value to their clients’ Marketing and Promotions initiatives

COURSE CONTENT

An Overview of Marketing Management

• Marketing, Promotions and the Management Process
• Marketing functions and their characteristics
• The role of Marketing and Promotion in society – facilitating exchange in society

The Strategic Role of Marketing

• Corporate, business and marketing strategies – different issues at different organizational levels
• Implications of Marketing and Promotion activities in business strategies

Analyzing the Marketing Environment

• Characteristics of the marketing environment
• Critical components of the marketing and Promotions environment

Consumer Markets and Buying Behavior

• Psychological, personal and social influences on consumer decision-making processes
• Organizational Markets and Buying Behavior
• Comparing organizational and consumer markets
• Organizational buying behavior and decision–making processes
• The importance and scope of organizational markets

Market Segmentation

• Segmentation, Targeting, and Positioning
• Managing segmentation process
• Targeting and Positioning strategies

Industry and Competitor Analysis

• Identification of industry groups and potential competitors

Promotion mix decisions

• Promotion programs and Advertising
• Sales force management

Implementing Strategies 

• Promotions and Marketing strategies implementation
• Strategy, structure and process

GENERAL NOTES

• Our seasoned instructors, who have years of experience as seasoned professionals in their respective fields of work, will be teaching this course. A combination of practical exercises, theory, group projects, and case studies are used to teach the course.
• The participants receive training manuals and supplementary reading materials.
• Participants who complete this course successfully will receive a certificate.
• We can also create a course specifically for your organization to match your needs. To learn more, get in touch with us at training@dealsontrainers.org.
• The training will take place at DEALSON TRAINERS IN NAIROBI, KENYA in Nairobi, Kenya.
• The training fee includes lunch, course materials, and lodging for the training session. Upon request, we may arrange for our participants' lodging and transportation to the airport.
• Payment must be made to our bank account before the training begins, and documentation of payment should be emailed to training@dealsontrainers.org