Marketing Training Courses

Marketing Training

Marketing courses

Marketing Course Outlines

ID Name Duration Overview
950 B2B Brand Management 7 hours A lot of courses deal with Brand Management but only few of them focuses on Business to Business branding. This course focuses on B2B branding which is substantially different from B2C brand management. B2B Branding Characteristics Differences between B2C and B2B branding B2B brand Relevance Power of the Business Brand B2B Branding Dimensions Brand Distinction Brand Communication Brand Evaluation Brand Specialities B2B Branding Process Brand Planning Brand Analysis Brand Strategy Brand Building Brand Audit B2B Success Stories Samsung IBM Siemens Lenovo Branding Pitfalls Is a brand something you own? Do brands take care of themselves? Brand Awareness vs. Brand Relevance Can Outsiders do your brand job? Branding in Big Picture Corporate Social Responsibility Branding in East Asia Design and Branding Brand Leadership
1366 Market Forecasting 14 hours Audience This course has been created for analysts, forecasters wanting to introduce or improve forecasting which can be related to sale forecasting, economic forecasting, technology forecasting, supply chain management and demand or supply forecasting. Description This course guides delegates through series of methodologies, frameworks and algorithms which are useful when choosing how to predict the future based on historical data. It uses standard tools like Microsoft Excel or some Open Source programs (notably R project). The principles covered in this course can be implemented by any software (e.g. SAS, SPSS, Statistica, MINITAB ...) Problems facing forecasters Customer demand planning Investor uncertainty Economic planning Seasonal changes in demand/utilization Roles of risk and uncertainty Time series methods Moving average Exponential smoothing Extrapolation Linear prediction Trend estimation Growth curve Econometric methods (casual methods) Regression analysis using linear regression or non-linear regression Autoregressive moving average (ARMA) Autoregressive integrated moving average (ARIMA) Econometrics Judgemental methods Surveys Delphi method Scenario building Technology forecasting Forecast by analogy Simulation and other methods Simulation Prediction market Probabilistic forecasting and Ensemble forecasting Reference class forecasting
1967 Introduction to Advertising 7 hours This one day course is designed for anyone who wants to manage and/or produce their own advertising effectively or is new to a marketing function and needs to understand how advertising works What advertising can and can’t do Setting advertising objectives, identifying the right audience and structuring an appropriate campaign plan Advantages and disadvantages of a range of traditional and ambient media Using a rate card and booking space How to brief a creative and other suppliers How advertising agencies work; typical structure and key roles The key elements of an advertisement; headlines, body copy, straplines What makes messages effective; using features, advantages and benefits; positioning; the principles of AIDA Using a response mechanism Other useful tools and techniques
1968 Using The Internet As A Marketing Channel For Businesses 14 hours Why Focus On Using The Internet As A Marketing Channel [for Promotion & Consumption of your products and/or services]? Your company may have a superior product in terms of Brand Recognition, Pricing & Usability however - without giving adequate attention to the path that the product takes before it end up in the hands of the end user; your organization can quickly find itself losing significant market share. The internet is becoming increasingly involved in the purchasing decisions of the end user. The internet can be both a strategic Promotion as well as Consumption channel. The challenge however is for organizations to incorporate the internet into the corporate plans from a strategic perspective. Benefits of attending this comprehensive course will include : Learning practical tips how to stabilize existing client bases, acquire new customers and ultimately drive revenues Getting simply stated, armed with the practical, down to earth, tried and tested information Enabling the organizations to modify and extend their strategies & Tactics as appropriate in order to separate themselves from the competition Why should you attend? The overall effective use of the internet as a channel to market works in conjunction with the existing components of the Business strategy, such as Branding, Pricing, the USP & specific target Market segments in order to ultimately sell more to existing customers as well as acquiring new ones. As the focus of this program extends far beyond the standard practice of a company having a website and employing an agency to run Pay Per click campaigns all those involved with the Sales, Marketing and Support functions of the organisation will gain from exposing themselves to the content of the seminar. Theory into Practice The program examines and challenges key existing offline Marketing strategies & tactics and makes use of discussion and analysis as a foundation of how to incorporate them with full use of the internet and the New Technologies as a marketing channel. Attendees will be given practical examples, tools and techniques which will help them to strengthen and bolster existing plans by incorporating the internet into Business and Marketing strategies, making use of the new technologies. Some of the sections & subject matter of the seminar are as follows: Engaging customers via the corporate website Social Media Marketing Mobile Marketing Video Marketing Audio Marketing Pay per click traffic vs/in conjunction with organic traffic generation Outsourcing traffic generation vs PPc fees Developing traffic generation via natural organic search listings Bringing clients into the lead generation funnel via the internet Building a database of potential clients Auto responder systems Generating market research subjects Educating users in exchange for customer information Online membership sites Provision of online manuals and training List segmentation Identifying potential buyers Dominating the search engines Getting into the mind of the internet user Keyword research SERPS [search engine ranking positionings] for all major product categories Natural organic traffic Link Popularity / Link Reputation Move clients from online to offline Use of lead generation details Engaging clients in various online stages Selling at the top of the funnel Cycles of online and offline communication Affiliate and joint venture marketing Engaging with partner organizations Managing the relationship Making use of customer list Affiliate marketing Joint venture marketing Social media as part of the overall business strategy Generating traffic via social media presence Which social media sites to focus on Content Delivery Using lead generation to guide clients through the marketing funnel Engaging with different types of content
1974 A Practical Guide to International Trade 14 hours Why should you attend? We live and work in an increasingly global market which offers opportunities at every turn which we need to take. In some ways the world market is becomingly increasingly accessible, especially thanks to the internet. However, with the increased opportunities come increased competition and most of the complexities (about International Trade) remain in place. Knowing the best ways to find your place on the international market is crucial to the success and growth of any business. We can provide you with the useful information and the best practice examples to make your International Growth plans and targets come true. Is business an increasing challenge to you and your company? Do you need to find new markets and new clients? Do you need to increase sales and profitability? If the answer is yes to any of these three questions then this is a must do. The knowledge we give you will get you into new markets and enable you to find new clients. Turning theory into practice: The purpose behind this 2-day training course is to simplify and explain the processes of International Trade. You'll leave our event more confident and more positive to continue and expand your international activities. We'll provide several examples (involving trade in the Far East, Eastern Europe, USA and other markets), case studies and exercises to enable you to improve and expand your knowledge about International trading.   Who should attend? This course is designed for Sales and Marketing managers & professionals involved in International Trading. This course is also vital to everyone who trades with other markets and needs to improve their knowledge and approach. Being successful in international sales Methods of getting your products / services to new markets Best practice and optimal ways for companies to significantly develop their presence on new and existing overseas markets Means of communication to achieve increased sales including face to face meetings - the best way to develop relationships & grow business Specific examples of international sales experiences in Far East & US markets. Specifics of International Marketing Methods for routes to market your goods Best practices for marketing internationally Practical examples/exercises to differentiate routes the market in Far East, Europe, US and elsewhere Tips for Negotiating home and abroad Differences of domestic and international trade Up to date methods of negotiation for international buying and selling Specifics of CRM in international trade Best examples of buying and selling experiences on international market Cultural aspects of International trade. How to be recognized abroad. Nuances of cultural behavior on different markets Unique behavioral specifics of some cultures to keep in mind Examples of cultural specifics of Far East, Eastern European, US and other markets and the best ways to deal with them Benefits to you: Getting essential knowledge and the most up-to date information about International Trading Feeling more confident, more positive and better equipped with the right tools to increase and expand your business, especially from new and increased international business Learning from the best practice of successful companies, participating in discussions and exercises will get you and your company into new markets and enable you to find new clients Exploring suitable methods of accessing new markets Finding the best solutions and useful instruments relevant to your company/industry
2540 Understanding Your Brand and Your Business 21 hours Audience This course is designed for all staff requiring a wider view of their part of the business; their specific roles within it; and of their involvement in improving its contribution to the organisation as a whole Format of the course A combination of: Facilitated Discussions Slide Presentations Exercises By the end of the workshop, attendees will be able to: Explain what “brand” is and how they can influence it Understand the process for Change strategies and your company’s position within them Detail the relevant principles underlying any change to a business Realise the importance of Customer / Stakeholder relationships in the successful running of any business Define the financial aspects of a business and of the delegates’ part of that business Determine the important aspects of negotiating to ensure the best possible outcome for their part of the business Understanding “Brand” What is a “brand”? What is your company’s brand? What can I do to influence the strength of the my company’s brand? Basic Change Strategies The need for a company’s managers constantly to assess the current status of their part of the organisation – particularly when compared with its peers and competitors – and introduce pro-active (rather than re-active) changes The “STARS” model of Change Strategies and Planning Change Management How / Why previous change has gone well? How / Why previous change has not gone well? Lessons to be learned from previous change initiatives (in your company and elsewhere) The 9 Change principles – and putting them into practice Lewin’s model of Change Implementation The Change Kaleidoscope The Psychological Affects of change How am I feeling now? How are my colleagues felling now? How will I / they feel as a change process unfolds? Customer / Stakeholder Relationships What is a Customer? What is a Stakeholder? How can I get the most from each Customer / Stakeholder interaction? The Service : Profit Chain Financial Aspects of a Business Financial Statements: Balance Sheets Profit & Loss Accounts Financial Forecasts: Budgets Cash-Flow Forecasts Business Cases Setting Objectives Vision / Mission Statements Objective Setting to meet deliver the Mission Statements Performance Management to exceed the agreed Objectives Negotiating for Best Results Communication in Negotiation The importance of Effective Presentations Different Negotiating Strategies Comparing Strategies Building Rapport The 3-phase Negotiating Process
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