INVENTING THE FUTURE OF TECHNICAL EDUCATION

2017 TRAINING CALENDAR

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+44 203 514 19 66

International Marketing Professional

Location: Singpore

Dates:  08 December – 08 December, 2017

Course fee: $ 3000

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Programme Overview
Marketing is globalised; marketing is digitised. The days of isolated or shielded markets – closed to foreign suppliers or competitors – are no more. All companies now operate in an international environment where customers can be scattered around the globe and new entrants can emerge from any economy with different business models and cost structures.

The International Marketing Professional training programme is a five-day intensive course that will sharpen your marketing skills, including designing, organising, executing and evaluating marketing activities in this complex global environment. You will explore today’s big marketing challenges, such as the impact of social media on brand management, low-price competition and market commoditisation.

Reframing current challenges as opportunities and providing participants with conceptual and practical tools, you will return to your workplace ready to make a difference.

Who should attend
This programme is specially designed for individuals wishing to pursue a career in Sales & Marketing. The programme would also provide opportunities for specialized focus on sales management for Petroleum, Energy, Petrochemical and Industrial Sales.

Related Courses:

Training objectives
By the end of this training course, participants will:
  •  Learn how to build a marketing plan based on customer insight and competitor analysis, including segmentation, targeting and positioning.
  • Develop a brand strategy and positioning, leading to the creation and management of communication, pricing and distribution strategies with a focus on new social media.
  • Explore the implications of serving multiple markets and of the emergence of new markets as opportunities for sales growth and as threats – resulting from new brands entering your home markets.
  
Course Outline
Marketing Fundamentals
  • The marketing concept; the scope of marketing
  • The SWOT
  • The marketing mix

Marketing Intelligence
  • Target Audience
  • Market Research
  • Purchasing process and evaluations
  • Segmentation

Marketing Planning
  • The Marketing Plan
  • Configuring products or services (product strategy)
  • Competitive strategy
  • Pricing strategy
  • Introduction to the Business Case

Marketing Communication
  • Marketing communications strategy
  • The Paid, Owned and Earned model

Marketing Implementation & Measurement
  • Planning the marketing communication calendar
  • Completing the Business Case
  • Measuring marketing performance

Multichannel Marketing Communication
  • How marketers build multichannel marketing communication
  • How multichannel is evolving
  • Using smarter data, not just bigger data
  • The growing role of inbound and content marketing
  • Focus on outcomes, not processes
  • Best practices in marketing measurement

Multichannel strategy
  • The path to purchase is about brands, not channels
  • What customers expect from multichannel brands
  • Multichannel strategies from both an advertiser and agency perspective

Multichannel media
  • How clients use media in multiple channels
  • Consumer experience within the various channels
  • Measuring and optimizing channel performance

Deep dive on direct channels and addressable media
  • Database-driven marketing and addressable media
  • How marketers use lists and data to meet direct marketing goals
  • How marketers leverage all direct channels such as inbound and outbound
  • telemarketing, field sales and events
  • Online-to-offline conversions
  • Marketing automation and email marketing in multichannel communications

Deep dive into multi-channel b2b marketing
  • How b2b is different than b2c marketing
  • Marketing versus sales
  • Importance of LinkedIn to b2b marketers

Marketing technology to support Multichannel
  • Tools and Technologies you need to know about
  • How marketing technology solves business problems
  • Measuring multi-channel marketing effectiveness
  • Marketing measurement
  • Techniques to measure omnichannel: match back, channel attribution, KPIs
  • Why Analytics is more than reporting
  • Test & Learn and experimentation in marketing
  • Advanced analytics

Innovation in a Multichannel world
  • Staying on top of trends
  • Thought leadership at Google
  • Innovation as a culture at Google

Foundations of Digital Marketing
  • Overview of Digital Marketing frameworks and terminology
  • Building personas
  • Setting business objectives

Search Engine Optimization (SEO) / Search Engine Marketing (SEM)
  • Overview of SEO
  • Analytics
  • Paid search
  • ROI-based framework
  • Key Performance Indicators (KPIs)
  • Attribution models and frameworks
  • Media planning

Content Marketing
  • Overview of content management
  • Story: Long and short; timing and cadence
  • Customer journeys
  • Creating optimal brand stories

Social Media Marketing
  • Social listening/monitoring
  • Building relationships and community
  • Paid social
  • Co-creation: User-generated content, influencer outreach
  • Social media initiatives vs. social media strategy

Customer Relationship Management
  • Introduction to CRM theory
  • Brief history of CRM development
  • Organization implications including value chain incorporation

Using of the data
  • Data capture
  • Data management
  • Data transformation into knowledge
  • Technology considerations, approaches and challenges

CRM Strategy
  • CRM marketing strategy
  • CRM marketing communication and automation
  • CRM project management
  • CRM sales strategy
Methodology
To enhance learning effectiveness, hand on experience will be emphasised in this programme through role-plays in class presentation, group facilitation and class critique.
Case studies, group discussions and video support will also be used to enhance learning experience. Fun quizzes will be injected to provide formative assessment and a fun learning environment.
  
Classes, books and training materials.
Entry level test.
Free Internet access.
International certificate upon completion of the course.
Coffee breaks and a buffet lunch daily.

*Fees do not include charges for travel and accommodation costs
​ 
Tuition fees include
Features
  1. NEW SKILLS
    Learn, improve and share new skills with best instructors
  2. PROFESSIONAL NETWORK
    Make your professional network wider, meeting new people of your area
  3. VARIETY OF LOCATIONS
    Choose best venue with big variety of locations of courses
  4. SUPPORT
    Receive one year post-training support
  5. ENJOY YOUR TIME
    Enjoy your time with our cultural programs
  6. ONLINE COURSES
    Maximize your flexibility with online courses
Training Location
Singapore
International Marketing Professional

Dates
08 December – 08 December, 2017

Course fee
$ 3000
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