MARKETING MANAGEMENT
COURSES
GENERAL INTRODUCTION
The major challenges to all businesses are
survival through the provision of quality products/services, exploitation of potential
markets, offering improved customer service as well as maintaining customer
interests and loyalty.
Indeed, the marketing function remains the only
business activity that identifies the needs and wants of the customer and
designs appropriate products and programmes to meet the expectations of the
customer.
Furthermore, the Ghanaian marketing environment
today is characterised, among others, by trade liberialisation and
globalization, increased competition and consumer selectivity. This calls for creative, innovative and
aggressive marketing policies and strategies that have to be integrated with
corporate plans.
It is against this background that the Marketing
Management courses have been designed to enable participating organizations
formulate and implement effective marketing policies and strategies to protect
their market shares and to exploit new market niches.
Creating a Marketing Niche for Your
Products & Services
Creativity Techniques for
Marketing
Customer Relationship Management
Delighting the Customer for increased
patronage
Developing a Strategic Marketing Plan
Developing Your Own Small Scale
Business Plan
Entrepreneurship Development Skills
Winning
and Maintaining Customers in a Competitive Environment
==================================================================
INTRODUCTION
If the customer is the king in the seller-buyer
relationship, then what is the key to satisfying a customer? For an answer, you have to be on this “Total
Customer Care” course
OBJECTIVE:
At
the end of the course, participants will be able to:
§
Identify areas of poor customer care in their businesses and
develop appropriate action plans to correct them.
CONTENT:
§
Philosophy of Customer Service;
§
Customer Care: Performance Standards; and setting performance
targets
§
Effective Customer Communication;
o
Listening Skills
o
Writing Skills
§
Feedback strategies development
§
Handling Customer Complaints;
§
Internal Customers;
§
Relationship marketing; and
§
Developing Personal Action Plan
INTENDED FOR:
Marketing / Sales Managers, Brand/Promotion
Managers, Sales Executives / Representatives and Frontline Staff.
PRESENTATION:
Lectures, Discussions, Exercises Role Plays,
Film shows and Action Plan presentation.
DURATION: 1 WEEK PERIOD: MAR 31 - APR 04
JUN 16 -
JUN 20
JUL
28 – AUG 01
OCT
06 – OCT 10
VENUE: ACCRA FEE: ¢ 360.00
==================================================================
INTRODUCTION
Managing customers’ relationships is a critical
organizational competency. Indeed in fiercely competitive markets where
products and services are similar, putting the customer first is a sensible
strategy for building businesses.
This idea of doing business is based on the fact
that consumers prefer an on going relationship with one organization than
switching among product/service providers in their search for value.
This course, Customer Relationship Management
(CRM), focus on how strategies should be formulated and implemented to achieve
business objectives and maximize the potential of existing CRM programmes.
OBJECTIVES:
At the end of the course, participants will
be able to:
§
Appreciate how CRM delivers value to both the organization and the
customer; and
§
Understand how to improve CRM in their own organizations.
CONTENT
§
Customer Relationship Management Concepts;
§
Customer Relationship management Drivers;
§
Measuring customer Lifetime value to the organization
§
Best Practices for winning Customer Loyalty
§
Customer satisfaction
o
Quality Service Delivery
§
Foundations for Customer Relationship Management Strategies
§
Customer Relationship management Strategies.
INTENDED FOR:
Marketing Managers/officers, Sales
Managers/officers, Product Manager/Officers, Advertising Managers/Officers.
PRESENTATION:
Lectures, Discussions, Exercises, Role Plays and
Action Plan preparation.
DURATION:
1
WEEK PERIOD: JUN 23 - JUN 27
OCT
20 – OCT 24
VENUE:
==================================================================
INTRODUCTION:
Customers are becoming more discerning in their
buying habits. Thus, organizations are to redirect their marketing
strategies towards maintaining an enduring marketing relationship with their
customers.
The course on Winning and Maintaining Customers
in a Competitive Business Environment will create the right forum to enable
participants to select the right marketing tools for winning and maintaining
customers.
OBJECTIVES:
At the end of the course, participants
will be able to:
§
Identify the organizational and environmental challenges militating
against winning and maintaining customers;
§
Select the right marketing tools that will further strengthen their
capabilities of winning and maintaining customers.
CONTENT:
§
Understanding the Marketing Environment;
§
Customer Needs Identification;
§
Market Segmentation, Targeting and Positioning;
§
Customer Development Strategies;
§
Customer Feedback Strategies
§
Relationship Marketing; and
§
Customer Service.
INTENDED FOR:
Marketing and Sales Managers, Promotion
Managers, Sales Executives/Representatives and Frontline Executives/Officers.
PRESENTATION:
Lectures, discussions, film shows and case
studies.
DURATION: 1 WEEK PERIOD: APR 14 - APR 18
JUL
07 – JUL 11
AUG
25 – AUG 29
SEPT
22 – SEPT 26
VENUE:
==================================================================
INTRODUCTION:
This course on Entrepreneurship Development will
expose participants to several important characteristics, skills and attitudes
for being successful entrepreneurs .
OBJECTIVES:
At the end of the course, participants
will be able to:
§
Discuss the characteristics and skills required to be a successful
entrepreneur;
§
Rate their entrepreneurial potentials.
CONTENT:
Forms of Business Organisation
·
Characteristics of an Entrepreneur
·
·
Marketing your products/service
·
Customer Service
·
Financial Management
·
Costing and Pricing
·
Basic Records Keeping
·
Entrepreneurship Development Structures and Organisations
o
Empretec
o
o
NBSSI, EDIF, GEPC
o
Association of Small Scale Industries.
o
Private Enterprise Foundation
INTENDED FOR:
Entrepreneurs who want to be successful.
PRESENTATION:
Lectures, discussions and case studies.
DURATION: 1 WEEK PERIOD: APR 07 - APR 11
VENUE:
==================================================================
INTRODUCTION:
In many situations, a business organization may
find a unique niche which is safe and profitable for itself and therefore
devote all its efforts serving that market effectively through specialization.
OBJECTIVES:
At
the end of the course, participants will be able to:
§ Identify the marketing
tools employed in mapping out areas of the market that should be focused on by
the organization; and
§ Formulate strategies
that will assist in maintaining the market share of a product or service.
CONTENT:
§
Marketing Concepts and
tools;
§
Marketing Niche Concept;
§
Analysing the Market Competition;
§
Market Segmentation, Targeting and Positioning
§
Formulating and implementing Marketing Niche Strategies.
INTENDED FOR:
Marketing Managers/Officers, Sales
Managers/Executives/Officers, Owner-Managers, Importers and Exporters, Brand
Managers, Manufacturers’ Agents, Merchandise Managers, Promotion Managers and
Sales Representatives.
PRESENTATION:
Lectures,
discussions , exercises and case studies.
DURATION: 1 WEEK PERIOD: MAY 05 - MAY 09
AUG
25 - AUG 29
VENUE:
==================================================================
INTRODUCTION:
Success in today’s competitive business environment
lies in the application of effective Marketing techniques. Technology and other factors of production,
such as, land, machinery and capital can easily be procured. However, the
factor that sets apart successful firms from others is the application of
creative capabilities of the human resource of the firm.
The course on Creativity Techniques for
Marketing is, designed to assist participants to improve their creative
capabilities to solve the myriad of marketing problems in their organisations.
OBJECTIVE:
At
the end of the course, participant will be able to:
§
Identify and apply the right creative problem-solving techniques to
marketing problems of their organisations.
CONTENT:
§
Marketing Tools and Concepts
§
The Creative Process
§
Structuring of Problems
o
Mechanism of Convergent Thinking
o
Mechanism of Divergent Thinking
§
Techniques for Creative Problem Solving
o
Brainstorming
o
Attribute Listing
o
Checklist of Questions etc
§
Project work
INTENDED FOR:
Marketing and Sales Managers/Officers
Businessmen and Businesswomen.
PRESENTATION
Lecture, Discussion, Exercises and Project work
and presentation
DURATION: 1 WEEK PERIOD: MAY
19 - MAY 23
VENUE:
==================================================================
INTRODUCTION
Developing a Strategic Marketing Plan is an
essential aspect of corporate planning.
A well developed Strategic Marketing Plan aids management in:
§
Clarifying the scope of the organization’s activities in terms of
what it will and will not do;
§
Matching the activities of the organization to the environment in
which it operates, so that it optimizes opportunities and minimizes threats;
§
Matching the organization’s activities to its resource capacity
(finance, manpower, technology, or skill levels); and
§
Setting objectives and developing strategies to meet the needs of
the different markets that they serve;
This course is designed to enable
managers develop capacity for the strategic posture required in an ever competitive and changing business
environment.
OBJECTIVES
At
the end of the course, participants will be able to:
§
Determine the inputs for developing their own
strategic marketing plans;
§
Discuss the challenges of marketing plan
implementation.
CONTENT
§
The role of Strategic Marketing Planning in
Corporate Planning;
§
Environmental
Analysis
o
Internal Environment
o
External Environment
§
Marketing Plan Formulation
o
Marketing Goals and Objectives
o
Marketing Strategy Formulation
§
Marketing Plan Implementation and Control
o
Organisation Design
o
Systems Design
o
Leadership Issues
o Overcoming
barriers to Marketing Plan Implementation.
o Monitoring
and Evaluation
INTENDED FOR
Marketing and Sales Managers, Sales Executives
and heads of departments desirous to achieve success in their Organizations.
PRESENTATION
Lectures, discussions, exercises and project work.
DURATION: 1
WEEK
PERIOD: JUN 02 - JUN 06
SEPT 08 – SEPT 12
VENUE: ACCRA FEE: ¢ 360.00
==================================================================
INTRODUCTION
This course is designed to equip the
entrepreneur with the managerial know-how and techniques to successfully start and
manage a business.
OBJECTIVES:
At the end of the course, participants
will be able to:
§
Determine the ingredients required for a successful business
start-up.
§
Identify the opportunities available in achieving a successful
start-up;
§
Determine what legal form their businesses should take.
CONTENT:
§
The Business Environment in
§
Characteristics of an Entrepreneur;
§
Resource Audit;
§
Business Idea Generation and Selection;
§
Market Research;
§
Project Cost Estimation;
§
Sources of Funds and Assistance;
§
Forms of Business Organisations;
§
Personnel Requirements and Management;
§
Production Planning; and
§
Marketing Planning.
INTENDED FOR:
Potential Entrepreneurs
and Businessmen and Businesswomen
PRESENTATION
Lectures, Discussions and Assignments,
DURATION: 1
WEEK PERIOD: JUL 14 – JUL 18
VENUE:
==================================================================
INTRODUCTION
“Developing Your Own Small-Scale Business
Plan” is a course for people who have a
business idea and want to start a new business to satisfy their entrepreneurial
ambition. The course introduces the
required steps in starting a business venture.
The course is also suitable for those who are
already involved in small to medium scale businesses (SMEs) and want to see
their businesses grow and are prepared to proactively and strategically guide
their businesses into “bigger and better entity models.”
OBJECTIVES:
At
the end of the course, participants will be able to:
§
Develop their own small-scale business
plan using a step-by-step approach.
§ Prepare an action plan for business plan implementation.
CONTENT:
§
Forms of Business Organisations
§
Small and Medium Scale Businesses
o
Definition
o
Principles
§
Content of a Business Plan
o
Market Research
o
The Marketing Plan
o
Product/Service Costing
¨
Direct Material Costs
¨
Direct Labour Costs
¨
Indirect Costs
o Sales Plan
o
Preparation of Financial statements
¨ Income statement
¨ Cash flow statement
¨Income surplus account
o
Required Start-Up Capital
o
Sources of Start-Up Capital
o How to Keep Basic Accounting Records
§
Project work
INTENDED FOR:
Prospective Entrepreneurs, Owners/Managers of
Small Businesses, Staff of Small Businesses, Investors and retirees.
PRESENTATION:
Lectures, Case Studies, Coaching and Individual Hands-on work
DURATION: 1 WEEK PERIOD: NOV 03 – NOV 07
VENUE: