Advancing in Marketing

Course overview

Why choose the ‘advancing in marketing’ self study course

• Are you already in marketing and ready to advance?
• Do you feel held back by a lack of specialised techniques?
• Do you have it in you to become the complete marketeer?

If so, this new Falconbury eight-week course has been designed for you.

This is the course that teaches you to think and act creatively and strategically

You will learn how to manage your marketing strategy, how to create, develop and apply an effective strategic marketing plan and how to manage your product strategy.

You’ll also understand the pros and cons of different pricing strategies and the techniques of successful communications. And you’ll learn all about distribution channels, as well as the special needs of marketing in the Internet age.

And once you’ve mastered all the key techniques and processes, you’ll find the final modules packed with tips and techniques to enhance your plans and profits.

Who should enrol?

• Marketing managers and directors
• Marketing executives with some experience and keen to progress to the next level
• Marketing managers who have taken on new, challenging responsibilities and need to develop their techniques and sophistication.

This distance learning course will:

• Detail the power of segmentation and portfolio analysis
• Give you the pros and cons of the routes to market – distribution, market and channel
• Deliver expert advice on managing a pricing strategy, how to price new and established products, pricing guidelines and best practice
• Provide you with a huge selection of top marketing principles and great techniques to gain, keep and develop new client business
• Review some of the uses of other marketing options available to the marketing professional such as advertorials, PR, TV, radio and interviews

Course modules

MODULE 1: Manage your marketing strategy

• Understanding the primary strategy principles
• Strategy applications in practice
• Focusing on marketing strategy
• The key elements of the marketing mix
• Identifying external forces

MODULE 2: Managing your competitor intelligence and developing your plan

• Developing a competitor intelligence system
• Using the competitor intelligence model – strategic applications
• Marketing research techniques
  • Types of data
  • Generating primary data

• Managing your strategic marketing plan: a document for success
• Developing your marketing plan – one year on

MODULE 3: The marketing mix Part 1: Segmentation and maximising your product strategy

• Putting segmentation in action
  • Portfolio analysis
  • Applying a SWOT analysis

• Managing your product strategy
  • The product life cycle
  • Product competition
  • Product mix
  • Product design
  • New products/services
  • Product audit

MODULE 4: The marketing mix Part 2: Maximising your promotion & pricing strategy

• Developing a successful advertising campaign
• Determining your advertising budget
• Guidelines for Successful sales promotion
• How to use sales promotion to stimulate sales
• Marketing over the Internet
• Managing your pricing strategy
• Sales forecasting
• Guidelines for pricing new and established products
• Best practice pricing strategies

MODULE 5: The marketing mix Part 3: Maximising your business strategy

• Getting the right distribution and market exposure
• Making the channel decision
• Direct v indirect distribution
• Channel commitment, coverage and control
• Best practice when selecting and evaluating the right distributors
• Managing your marketing strategy in the Internet age
• Exploiting relationship marketing
• Aligning distribution strategy with your corporate culture
• Benchmarking for success

MODULE 6: Implementing an integrated marketing communications strategy

• The purpose of integrated marketing
• Business and marketing objectives – the strategic cascade
• Getting the most from paid for advertising
• Personal selling and service
• Developing an effective publicity plan
• Utilising third party and passive messages
• The 10 step marcom plan
• Setting marketing communications objectives
• Issues and audiences – internal and external
• Establishing tactics – the media plan
• Setting your timetable, action plan and budget

MODULE 7: High octane marketing 2

• 19 ways to supercharge your sales
• Practical tips, techniques and tactics to shift your marketing campaigns into top gear
• Gold marketing principles – 17 key principles that will ensure you have a winning strategy every time
• 7 ways to boost cash when business is slow

MODULE 8: Out of the box marketing – brainstorming ideas for your business

• Maximising your partnerships, joint ventures and contra deals
• Telesales – quickest sale
• Making more of your advertising – finding new and innovative routes to marketing
• The power of personal recommendations
• Mining your database
• Getting best value from promotional personal appearances
• Giveaways – making an impact
• Choosing the right sponsorship and exhibition opportunities
• Free demonstration – making the sale

Course contributors

Norton Paley has over 25 years’ experience in general and marketing management and is the author of several best-selling books on marketing. His lecturing and consulting clients include IBM, American Express, McDonnel- Douglas, Dow Chemical, Johnson & Johnson and scores of small and mid-size companies.

David Abingdon is CEO of The Quantum Organization, a worldwide consulting group which advises smaller companies on how to grow their businesses in record time. His strategies and advice have helped scores of companies to grow profitably as well as enabling him to build several highly profitable businesses of his own.

You might also be interested in...

Delegates who attended this course also went on the following courses:

Tools, Techniques and Tactics for Effective Negotiation We negotiate every single day of our business and professional lives – with suppliers, customers and colleagues – yet we rarely reflect or spend time improving our effectiveness.

Successful Public Relations A SELF-MANAGED WRITTEN STUDY COURSE – Gain the key skills and techniques needed to be successful and effective in public relations in just 6 modules over 6 weeks (approx. 3-5 hours a week).

The Mini-MBA 20 Apr 2009, 12 weeks 14 Sep 2009, 12 weeks Few people can afford the three years – or the money – for an MBA course. But this does not mean that you cannot use the key principles of an MBA to your advantage in your day-to-day business life.

Successful Marketing Boost your knowledge of marketing best practice and key ground rules to build yourself a solid foundation in marketing principles in just eight weeks (approx 3-4 hours per week)

Client portfolio

Our client portfolio for this course includes the following companies:

More information

The following documents are available for this course:

• Sample module [140kb]

Academy of Distance Learning in Business

ADLiB

The Academy for Distance Learning in Business (ADLiB1) has developed out of Falconbury’s pioneering work on short-course management and professional development.

As with the face-to-face training we do in our public and in-house programmes, our focus is on the practical and application-rich skills and techniques, which will enable individuals to develop their full potential as managers and professionals.

Our approach to distance learning is to use the self-study method at its best to make sure that you can flexibly acquire the knowledge and understanding of each chosen area in a way that suits you and your current work commitments.

ADLiB was set up to give a consistent approach across different subject areas, so that its users would know that our rigorous standards of excellence would be met in each course.

Every programme and each of the component modules is a combination of the training and learning expertise of Falconbury and input from its wide range of practically skilled writers and trainers. Where a course bears the ADLiB logo, you can be sure that our (and your) exacting standards will be met.

To learn more about how ADLiB and the courses can help you and/or your business call +44 (0)20 7729 6677

¹ ADLiB is the Academy for Distance Learning in Business and offers ‘best in class’, flexible self-study in key business, management and leadership via distance learning modules delivered directly to you, to work through at your convenience.

Ad lib is from the Latin ad libitum meaning ‘at one’s pleasure’ – we aim to make management and professional development enjoyable as well as worthwhile.

Ad lib could also be a loose latin short-form of ‘to the library’ – but in our case, we save you that trouble by using the best material available to us on each topic and assembled to give you maximum benefit.