Short Courses

Marketing Management

In-house:

Duration: 5-days
Max. Participants: 16
Facilitators: 1
NQF Level: 5
Applicable Unit Standards:
  • Implement a generic communication strategy
  • Identify product features, advantages and benefits to the customer
  • Identify brand mix elements
  • Identify financial implications for making decisions
  • Integrate marketing plans with business process
  • Manage customer requirements and needs and implement action plans
  • Analyse and interpret data and marketing information
  • Establish customer needs and relationships
  • Develop customer needs and relationships

 

 

 

 

 

 

 

 

 

 

About the programme:

The Marketing Management programme is designed to give participants the necessary knowledge and skills in order to support the marketing process within their organisation.
During this intervention basic marketing concepts will be addressed, such as:

  • The nature of marketing
  • The marketing process
  • The function of marketing
  • The evolution of marketing
  • Consumer behaviour and consumerism
  • Market segmentation, targeting and positioning
  • Marketing management
  • Marketing instruments
  • Strategic fit between a product mix and the need of target markets
  • Product decisions
  • Marketing communication
  • Strategic marketing

The workshop outcome:

On completion of the programme participants should be able to utilise the knowledge and skills obtained in this programme to support the marketing process within their organisation.

Specific outcomes of the workshop content:

Participants will achieve the workshop outcome by being able to:

  1. Understand the function of marketing and be able to contribute to this function.
  2. Understand consumer behaviour and consumerism and be aware how this behaviour influences the marketing function within their organisation.
  3. Know how to segment, target and position the market to advantage of your organisation.
  4. Make product decisions and use the appropriate marketing instruments to market the product choice.
  5. Understand the concept of strategic marketing with focus on the strategic fit between a product mix and the need of target markets.
  6. Able to decide on appropriate marketing communication and know how to align this marketing communication with the organisational strategic intent.

Training methodology:

The methodology is based on interactive learning, i.e. learners will learn by doing. Furthermore learners will use examples from their own organisations, thus ensuring that the learning is anchored at their workplace. As with all DCT training programmes, we strive to effect actual change back at the workplace through effective and practical outcomes based training.

© 2003 DCT Consulting SA (Pty) Ltd: 2001/013615/07

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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