Marketing Management Workshop

Marketing Management Workshop
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Date(s) - 05/08/2019 - 09/08/2019
9:00 am - 4:00 pm



Succeeding in a dynamic marketplace with an ever increasing competition is a challenge for all types of firms – whether big or small, for profit or not-for-profit.  To succeed in today’s marketplace, organisations must have something unique, something that others don’t and can’t have.  The only way organisations can attract and retain customers is to have a strategic competitive advantage. This programme is designed to empower you to unlock the latest developments within the world of marketing.  You will learn about best practices from around the world and how to apply them to your own organisation.

This is the first part of a two week programme (Advanced Strategic Marketing Programme).  Participants can opt to take the second part (Advanced Marketing Workshop) at a later stage or take the full two week programme.

What will you master?

Building Successful Brands

A good brand is considered to be one of the most important things within an organisation.  This is not only true for profit oriented organisations that sell products or services, but also for not-for profit organisations that are responsible for generating funding to carry out their activities.  Furthermore, with the increase in competition, it has now become important that even Government departments engage in building a positive brand image that appeals to the general public.  Participants will learn the techniques and strategies used by the best practices organisations from a variety of sectors.  Participants will then be able to apply these to their own organisations.

Service-Dominant Business

We have seen a shift from a product focused to a service focused organisation.  The service-dominant logic propagates the importance of services for organisations.  This is not only relevant for organisations providing services but also those that sell products.  Many companies, from automobile manufacturers, to clothing retailers, that predominantly sell products have been able to adopt the services logic to further their business.  We will look at how an organisation can adopt the service logic to enhance and improve their business.

Understanding Customers

Our ‘customers’ are changing their habits, usage behaviour and the way they do business.  It is hence imperative for organisations to understand their customers.  These customers can be of a variety of shapes, sizes and types.  This segment of the workshop will look at understanding the behaviour of customers in both for-profit organisations as well as not-for-profit organisations (including hospitals, schools, public sector, charities, etc.)

Marketing Analytics with Big Data

Companies, consumers, and social media is producing tons of data.  Often this data goes to waste, as we are unable to harness it.  Many organisations are still using basic marketing analytic data to understand their business, markets, and competitors.  This workshop will look into the use of Big Data, and how it can be used to develop better insights into organisations and their environment.

This programme is for

  • Directors
  • Brand Managers
  • Senior Executives
  • Head of Customer Insights
  • Customer Experience Managers / Directors
  • Business Owners & Entrepreneurs
  • Social Media Managers
  • Senior Marketing Managers / Directors
  • Vice President of Marketing
  • General Manager
  • Director of Business Development
  • Director of Operations

Training Philosophy

At the Institute of Customer Management, we believe in using the latest technology to facilitate the learning process.  As a part of some of the training workshops, participants will receive a state-of-the art Apple MacBook Air, or an iPad Pro (or similar device).  The training programme will be taught with the help of these devices, thus improves the learning process significantly.

What does the training investment include

  • Tuition for the full workshop
  • Training material for the workshop
  • Teas and lunches during the workshop
  • Sightseeing tour of the city/cities
  • Apple MacBook Air or iPad Pro 12.9” (or iPhone X)
  • Certificate from the Institute of Customer Management
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