Sales & Marketing · 5 Days · Public · Al-Khobraa certified · From USD 3,900
Overview
A marketing plan clarifies the key marketing elements of a business and maps out directions, objectives, and activities for the business and its employees. This course tackles several aspects of a company's marketing and promotion plan such as the marketing mix (the 4Ps), the evaluation of marketing opportunities, researching, analyzing, and identifying target markets, and developing a strategic position for the company in order to implement the strategy.
Learning Objectives
To illustrate the exciting, dynamic, and influential nature of marketing
Apply a logical step-by-step process to produce a sound marketing plan
Devise a marketing plan that builds on marketing audit findings
Use marketing audit findings to identify effective strategies and tactics
Develop the components of the strategic marketing plan
Identify and implement the different marketing warfare strategies (offensive, defensive and flanking)
To define marketing and trace its evolution with a special focus on the marketing concept, a marketing philosophy, customer service, and customer satisfaction and relationship marketing
To show the importance of marketing as a field of study
To describe the basic functions of marketing and those who perform these functions
To examine the environment within which marketing decisions are made and marketing activities are undertaken
To differentiate between those elements controlled by a firm’s top management and those controlled by marketing, and to enumerate the controllable elements of a marketing plan
To enumerate the uncontrollable environmental elements that can affect a marketing plan and study their potential ramifications
To explain why feedback about company performance and the uncontrollable aspects of its environment and the subsequent adaptation of the marketing plan are essential for a firm to attain its objectives.
To define domestic, international, and global marketing Domestic marketing covers a firm’s efforts in its home country. International marketing involves goods and services sold outside a firm’s home country.
To explain why international marketing takes place and study its scope
To explore the cultural, economic, political and legal, and technological environments facing international marketers.
To analyze the stages in the development of an international marketing strategy
To learn how to build, and integrate and analyze a strategic marketing plan
Who Should Attend
This course is designed for heads of marketing, directors of marketing, marketing managers, and other professionals seeking to strengthen their capability in this area.
Heads of Marketing
Directors of Marketing
Marketing Managers
Marketing Executives
Product Marketing Managers
Sales Managers and Directors
Market Analysts
Business Development Managers and Directors
Communications Managers and Directors
Public Relations Managers and Directors
Course Outline
Day 1 — The Marketing Concepts
Scope and functions
Competitive pressures changing the world
The smart bomb strategic approach
Definition of strategic planning
Day 2 — The Marketing Planning Process
The benefits of planning
Reasons to write a marketing plan
The marketing plan format
The marketing planning process
Day 3 — The Business Situation Analysis
The components of a company’s environment
The framework for competitive analysis
Components of internal analysis
Components of the external analysis
Day 4 — Planning Segmentation, Targeting, and Positioning
Basis for segmentation
Benefits of segmentation
The market segmentation process
Criteria for B to B segmentation
Day 5 — Strategy Development
Considering different strategic alternatives ('TOWS' analysis)
Analyzing different marketing strategies
The growth strategy matrix
Factors shaping the choice of strategy
Accreditation
Al-Khobraa certified. On completion delegates receive an Al-Khobraa certificate of achievement.
What do Al-Khobraa sales and marketing courses cover?
The portfolio covers digital marketing, search engine optimisation (SEO) and social media, brand and product management, marketing strategy and research, B2B and key account selling, sales management, and commercial negotiation — with practical exercises on delegates’ own markets.
Who should attend a sales and marketing course?
These courses suit sales representatives and account managers, sales and commercial managers, marketing officers and brand managers, digital and social media specialists, business development staff, and technical professionals moving into customer-facing roles.
How long are sales and marketing courses, and where are they held?
Most Al-Khobraa sales and marketing courses run over 5 days. The exact duration, dates and city for this course are listed in the dates section on this page. Public sessions run across Saudi Arabia — Riyadh, Jeddah, Al-Khobar, Jubail and Yanbu — as well as regional and international venues, with live virtual classrooms available on request.
What certificate will I receive?
Delegates who complete the course receive an Al-Khobraa certificate of completion, issued by a Saudi-registered training provider. Al-Khobraa also delivers internationally accredited programmes; where a course carries an external awarding body such as PMI, CIPS, ILM or IOSH, that body is named on the course's own page.
Can sales and marketing training be delivered in-house for our team?
Yes. Any Al-Khobraa sales and marketing course can be delivered in-house at your own premises anywhere in Saudi Arabia or the GCC, with the content, dates and language of delivery tailored to your team. Al-Khobraa is an approved HRDF (Hadaf) provider, so eligible Saudi employers can seek training support. Contact us for a quotation.