Essential Marketing Skills
To give your people more confidence and skills in the day-to-day management of their brands.
Assistant Brand Managers and Brand Managers who have four years or less in a marketing role.
After this programme participants will be able to:
- Define what is meant by Brand Management
- Use consumer insight to aid consumer understanding
- Use the Marketing Mix more effectively in brand planning
- Communicate the importance of on-going consistency in the the brand message
- Identify how to prioritise budget & time resource according to greatest brand & commercial opportunities
What is Marketing?
A session which explains the fundamentals of marketing.
A session which explains the importance of understanding the true motivations driving consumer attitudes and behaviours and using this to drive brand management decisions.
A session which explains the importance of breaking down markets into manageable segments with consumers who have similar buying needs and behaviours.
A session which helps participants determine where they want to position their brands in the hearts and minds of consumers so driving brand planning decisions.
Product Life Cycle
A session which illustrates why it is important to understand where a brand is in its life cycle in order to help in the planning of marketing activities.
Marketing Planning Process
A session built on the previous session which demonstrates a Marketing Planning Process that will ensure that planning is objective and effective decisions concerning planning activities are reached.
A session which explores the way that consumers buy and the decisions they take during the process.
A session which builds on the previous session to explore the most effective way to communicate with consumers in order to influence their decisions.
A session which explores the pros and cons of the various promotional mix elements in order to help people make more informed decisions when planning promotional spend.
A short workshop to clarify how and where the learning can be applied in the workplace.