Date/Time:
Date(s) - 08/07/2019 - 12/07/2019( 8:00 am - 1:00 pm )
Location:
Malaysia, Kuala Lumpur
Category:
Leading Strategic Marketing, Public Relations and Communication
Course Outcome
- Understand the marketing framework of a business organization
- Focus on best practices, tools and models to implement an effective marketing and sales management system
- Emphasize planning and executing advanced marketing strategies
- Develop strategies, initiatives and programs to build and sustain a competitive market advantage
- The tools and techniques required to manage reputation in a complex media environment
- How to manage knowledge within the business for effective media management
- How to shape external perceptions of your organization by first class corporate internal communications
- How to develop a strategic approach and a clear plan of action
- To set Corporate Affairs in strategic anticipatory and effective context
- To develop an understanding of stakeholder programs for regular, focused communication
- Examine the development of Corporate Affairs tools
- Understanding the development of strategy/plans/tactics and coordinating these
- Evaluation and the use of research
Section 1: Professional Marketing
Unit 1: Marketing Concepts
- Evolution of the Marketing Concept
- Relationship between Marketing and Selling
- Scope of Marketing Management – Analyzing Opportunities, Selecting Target Segments, Developing Market Mix, Managing the Marketing Effort
Unit 2: Marketing Strategy and Planning
- Types of Marketing Strategies
- The Marketing Audit
- Competitive Analysis (PESTLE, PORTER, SWOT, TOWS)
- Marketing Plans and Planning
Unit 3: Advertising and Distribution
- Understanding the Communication Process
- Major Advertising Decisions, AIDA and the Buyer-Readiness Stages, Types of Media Research and Selection, Copy Illustration and Message Design
- The Sales Promotion Mix; Push versus Pull Strategies
- Physical Distribution and Channels of Distribution; Emerging Trends of Direct Marketing
Unit 4: Managing Product Life Cycles
- Introducing the Product Life Cycle Concept (PLC)
- Product and Promotion Mix Strategies Across the Stages of the PLC
- Analysis of a Relative Market Share Matrix
Unit 5: Market Segmentation
- Basis of Market Segmentation
- Positioning and Targeting for Results
- Tips for Successful Segmentation
Unit 6: Marketing Research
- Marketing Research Defined
- The Marketing Research Process
- Types and Sources of Data
- Designing, Analyzing, Interpreting, and Reporting the Research Findings
Section 2: Public Relations
Unit 1 – Introduction and Welcome: The Power of Communication
- Introduction and welcome
- Course programmed, design and options
- Opening exercise: Goal setting
- Corporate Affairs and Public Affairs approaches
- Corporate identity and image
- Corporate communications overview and strategy
- External reputation management Communication as a change agent
- Communication as goal for all managers
Unit 2 – From the Inside Out: Crafting Consistent Messages
- Internal communications
- Family and friends as Stakeholder
- Measuring emotional capital
- Communications channels mapping and monitoring
- Setting internal communications goals
- New media for rapid interaction
- Champions, opinion formers and incentivisation
- The place of the company magazine/newsletter
- The multinational internal communications program
- Commitment from internal decision makers
Unit 3 – Risks and Threats: Their Identification and Management
- Single issue politics
- Special interest groups
- Whistleblowers and the rules of disclosure
- External opinion formers
- Cause related PR and core values
- Campaigns, their design and planning
- A crisis management toolkit
- Stakeholder interest inventories
- Opinion former networks
Unit 4 – Corporate Affair/PR in the Corporate Mix
- PR in the communications mix
- PR in the marketing mix
- Direct response PR
- Financial PR
- PR and strategy
- Brand PR
- Persuasion measurement techniques
- Integrating PR/Communications and marketing plans
- The art of leveraging
- Corporate affairs and customer relations
Unit 5 – Powerful and Persuasive Action Planning
- Measurement of performance: bottom line impact
- Translating strategy to tactics
- Horizons for PR and corporate affairs development
- Tools and Techniques summary: a tactical inventory
- Recruiting allies: a networking approach
- Justifying the plan and convincing top management
- Making the most of other disciplines to maximize results
- Individual and group consultancy
- Further sources of help and information
COURSE PLAN
- 35% Lectures & Theories
- 40% Workshops, Assessments, Group Work & Exercises
- 20% Role Play & Case Studies
- 05% Videos
- Pre-Test and Post Test
- Test Results Sheet
- Trainee Performance Analysis Reports
TRAINING METHODOLOGY
- Case Studies
- Group Discussions
- Group & Individual exercise
- Intensive Workshop by using templates, Diagrams & Charts
- Planning Activities
- Presentations
- Self Assessments
- Assignments
- Combine case studies, and analysis of real world examples
- Action plan
Course Outcome
- Understand the marketing framework of a business organization
- Focus on best practices, tools and models to implement an effective marketing and sales management system
- Emphasize planning and executing advanced marketing strategies
- Develop strategies, initiatives and programs to build and sustain a competitive market advantage
- The tools and techniques required to manage reputation in a complex media environment
- How to manage knowledge within the business for effective media management
- How to shape external perceptions of your organization by first class corporate internal communications
- How to develop a strategic approach and a clear plan of action
- To set Corporate Affairs in strategic anticipatory and effective context
- To develop an understanding of stakeholder programs for regular, focused communication
- Examine the development of Corporate Affairs tools
- Understanding the development of strategy/plans/tactics and coordinating these
- Evaluation and the use of research
Section 1: Professional Marketing
Unit 1: Marketing Concepts
- Evolution of the Marketing Concept
- Relationship between Marketing and Selling
- Scope of Marketing Management – Analyzing Opportunities, Selecting Target Segments, Developing Market Mix, Managing the Marketing Effort
Unit 2: Marketing Strategy and Planning
- Types of Marketing Strategies
- The Marketing Audit
- Competitive Analysis (PESTLE, PORTER, SWOT, TOWS)
- Marketing Plans and Planning
Unit 3: Advertising and Distribution
- Understanding the Communication Process
- Major Advertising Decisions, AIDA and the Buyer-Readiness Stages, Types of Media Research and Selection, Copy Illustration and Message Design
- The Sales Promotion Mix; Push versus Pull Strategies
- Physical Distribution and Channels of Distribution; Emerging Trends of Direct Marketing
Unit 4: Managing Product Life Cycles
- Introducing the Product Life Cycle Concept (PLC)
- Product and Promotion Mix Strategies Across the Stages of the PLC
- Analysis of a Relative Market Share Matrix
Unit 5: Market Segmentation
- Basis of Market Segmentation
- Positioning and Targeting for Results
- Tips for Successful Segmentation
Unit 6: Marketing Research
- Marketing Research Defined
- The Marketing Research Process
- Types and Sources of Data
- Designing, Analyzing, Interpreting, and Reporting the Research Findings
Section 2: Public Relations
Unit 1 – Introduction and Welcome: The Power of Communication
- Introduction and welcome
- Course programmed, design and options
- Opening exercise: Goal setting
- Corporate Affairs and Public Affairs approaches
- Corporate identity and image
- Corporate communications overview and strategy
- External reputation management Communication as a change agent
- Communication as goal for all managers
Unit 2 – From the Inside Out: Crafting Consistent Messages
- Internal communications
- Family and friends as Stakeholder
- Measuring emotional capital
- Communications channels mapping and monitoring
- Setting internal communications goals
- New media for rapid interaction
- Champions, opinion formers and incentivisation
- The place of the company magazine/newsletter
- The multinational internal communications program
- Commitment from internal decision makers
Unit 3 – Risks and Threats: Their Identification and Management
- Single issue politics
- Special interest groups
- Whistleblowers and the rules of disclosure
- External opinion formers
- Cause related PR and core values
- Campaigns, their design and planning
- A crisis management toolkit
- Stakeholder interest inventories
- Opinion former networks
Unit 4 – Corporate Affair/PR in the Corporate Mix
- PR in the communications mix
- PR in the marketing mix
- Direct response PR
- Financial PR
- PR and strategy
- Brand PR
- Persuasion measurement techniques
- Integrating PR/Communications and marketing plans
- The art of leveraging
- Corporate affairs and customer relations
Unit 5 – Powerful and Persuasive Action Planning
- Measurement of performance: bottom line impact
- Translating strategy to tactics
- Horizons for PR and corporate affairs development
- Tools and Techniques summary: a tactical inventory
- Recruiting allies: a networking approach
- Justifying the plan and convincing top management
- Making the most of other disciplines to maximize results
- Individual and group consultancy
- Further sources of help and information
COURSE PLAN
- 35% Lectures & Theories
- 40% Workshops, Assessments, Group Work & Exercises
- 20% Role Play & Case Studies
- 05% Videos
- Pre-Test and Post Test
- Test Results Sheet
- Trainee Performance Analysis Reports
TRAINING METHODOLOGY
- Case Studies
- Group Discussions
- Group & Individual exercise
- Intensive Workshop by using templates, Diagrams & Charts
- Planning Activities
- Presentations
- Self Assessments
- Assignments
- Combine case studies, and analysis of real world examples
- Action plan
Price:
400.00$Bookings
Bookings are closed for this event.
