Executive Education
Seminars. Workshops. Master Classes.

Marketing Management Seminar
   Marketing Management Best Practices

Seminar Audience 

• The Chief Marketing Officer (CMO) team, including marketing managers, sales managers, business development managers, advertising managers, public relations managers, media relations managers, market research managers, customer relationship managers, product managers, entrepreneurs, and marketing management consultants

• Note: This training course is designed for government and business professionals. We do not accept students seeking initial employment, postsecondary education, or initial licensing programs

Seminar Objectives

• Provide 360-degree view of the marketing management function to identify potential management blind spots and improvement areas

• Offer experiential analysis of the challenges of CMOs and their marketing teams in implementing the business strategies

• Discuss strategy insights from the world's most successful CMOs and marketing strategists

• Review the marketing management framework, best practices, analysis and decision-making models and tools needed to formulate and implement successful marketing programs

• Analyze, plan, and implement marketing strategies, using advanced marketing management frameworks

• Know-how to plan, implement and monitor marketing strategy using performance measurement systems

• Create a practical framework for planning and controlling of marketing communication programs

• Provide a work-based project to help delegates develop practical marketing initiatives based on their unique set of issues, resources and business environment

Training Focus

• Develop the core marketing management skills and competencies, including marketing knowledge, planning, control, problem-solving and communication.

• The course emphasizes marketing management decision-making. It does not focus on in-depth analysis of marketing research or advertising psychology

Training Model

• Experiential action learning

• 25%-50% seminar and 50-75% experiential project work

• The development of management skills is based on KASAC executive education and management training model

Seminar Modules

• Top Chief Marketing Officer (CMO) Questions

• Strategic Marketing Management

  • What Market? (Market Research, Customer Needs, Behavior, and Competitive Intelligence)

• Marketing Mix (4 Ps)

  • What Product? (Positioning, Branding, Features, NPD, and PLC)

  • What Price? (Pricing Objectives, Types, and Elasticity)

  • What Place? (Locations, Distribution, and Channels)

  • What Promotion? (MarCom, Advertising, Publicity, Point of Sales, and Personal Selling)

  • What Level of Customer Care? (Customer Relationship Management (CRM)

• Marketing Key Performance Indicators (KPIs)

Key Concepts & Best Practices

• Top CMO Questions. CMO Challenges.

• Critical analysis of the applications and limitations of popular marketing practices, models and frameworks, including: Marketing Mix 4Ps (Product, Price, Place and Promotion). Market Research. Sales Management. Customer Relationship Management. Public Relations. Advertising. Branding. E-Marketing. Competition. Sustainable Competitive Advantage. PEST Analysis. Strengths, Weaknesses, Opportunities and Threats (SWOT) Analysis. Competitive Forces and Value Chain. Product Lifecycle (PLC). Marketing Channels practices.

Training Seminar Customization Subjects 

• Marketing Strategy: Focusing on development, implementation, and control of integrated marketing strategy needed to attain and sustain a competitive market advantage

• Marketing Research:

  • Understanding customers to create value

  • Understanding the psychological aspects of buyer's behavior

  • How do clients make buying decisions and interpret advertising and sales messages

  • Competitive intelligence

• Advertising and Brand Communications: Managing the brand, the elements of the marketing-mix product policy, channels of distribution, communication, and pricing to satisfy customer needs profitably.

• Marketing Communications Mix: understanding the elements of marketing communication program including advertising, personal selling, public relations, sales promotion and direct marketing. Learning the decision-making process when developing promotional campaigns to support a firm's brand or product and service strategy.

• Publicity and Public Relations: studying of the implications of public relations on marketing, corporate identity, public policy advocacy and lobbying, issues management, and media relations

• Marketing Laws and Ethics: Legal risk management of marketing programs

Courseware Content (Customized)

The Marketing Management training courseware includes the following:

1. Participant's training guide

2. Subject matter handbook and lecture notes

   Executive summary of the subject matter:

   • Summary of essential concepts and marketing management best practices

   • Examples and case studies

3. Marketing management toolkit (management frameworks, decision-models, and checklists)

4. Experiential work-based assessment project

5. Online resources for the completion of the experiential assessment project

Performance Evaluation (Optional)

• Performance can be evaluated on the basis of individual or team project deliverables

• There are no Q&A exams or tests. Candidates can choose to complete customized experiential work-based projects such as developing a relevant analysis document, management strategy, action plan or a senior management presentation

• The course advisor will review the deliverables and provide improvement feedback. The evaluation is a form of management consulting and experiential coaching for performance improvement

Seminar Registration

Marketing Management Seminar

• Accelerated workshop in-classroom (In-person)
• Requires seat reservation
• Seminar Registration