Marketing Master Class Training

Start Date End Date Venue Fees (US $)
05 Jul 2026 Dubai, UAE $ 3,900 Register
11 Oct 2026 Riyadh, KSA $ 3,900 Register

Marketing Master Class Training

Introduction

With competition increasing every day and the mounting pressures that characterize tough economic times, you need proven marketing techniques to generate demand for your products and services. The Certified Marketing Professional training course offers a variety of important marketing concepts that will give you solid knowledge about conventional marketing topics such as marketing planning, marketing audit, marketing communications, and marketing research. It is a must for professionals who would like to explore marketing arenas for the first time or wish to refresh their marketing know-how.

Objectives

    By the end of the program, participants will be able to:

    • Define the marketing framework of a business organization
    • Conduct marketing audits and analysis to better examine the micro and macro environments
    • Combine best practices, tools, and models to implement an effective marketing and sales management system
    • Develop strategies, initiatives and programs to build and sustain a competitive market advantage
    • Apply planning and the execution of advanced marketing strategies to enhance organizational results

Training Methodology

This is an interactive course. There will be open question and answer sessions, regular group exercises and activities, videos, case studies, and presentations on best practice. Participants will have the opportunity to share with the facilitator and other participants on what works well and not so well for them, as well as work on issues from their own organizations. The online course is conducted online using MS-Teams/ClickMeeting.

Who Should Attend?

The training course will be of interest to a wide range of marketing, PR, communications, sales, and operations professionals. It is of special value to marketing managers in firms, businesses, organizations, and institutions of all sizes and in all sectors.

Course Outline

Marketing concepts

  • Marketing management defined
  • Evolution of the marketing concept
  • Differences between marketing and selling
  • Scope of marketing management
  • Setting the scene: the marketing mix
  • Using the 4Ps marketing mix model

Marketing audit and planning

  • Understanding the marketing environment
  • Various marketing analysis techniques
    • 'PEDSTLE' analysis
    • 'SWOT' analysis
    • The five forces model (M. Porter)
    • Customer analysis
    • Competitive analysis
  • The marketing audit
  • Marketing planning

Market segmentation, targeting and positioning

  • Market segmentation defined
  • Basis of market segmentation (B2C)
  • Basis of market segmentation (B2B)
  • Criteria for successful segmentation
  • Market targeting
  • Market positioning
  • Steps in market segmentation, targeting and positioning

Marketing communication and campaigns

  • Elements of the communication process
  • Steps in creating a promotional campaign
  • The goals and tasks of promotion
  • The 'AIDA' concept
  • Setting the advertising budget
  • The various media types
  • Media scheduling
  • Evaluating promotional campaigns

The Product Life Cycle (PLC): a strategic approach

  • The PLC concept
  • Marketing strategies for PLC
  • The promotion mix and marketing objectives
  • Characteristics promotion mix elements
  • Promotion mix strategies across the PLC
  • Push and pull strategies

Marketing research

  • Marketing research defined
  • The marketing research process
  • Secondary and primary data
  • Questionnaire design
  • Forms of survey research

Accreditation

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