Date/Time: Date(s) - 24/08/2022 - 26/08/2022( 8:00 am - 5:00 pm )
Location: China, Hong Kong

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

Training Methodology

• Case Studies.
• Individual and group discussions and exercises.
• Intensive training by using templates, diagrams, and charts.
• Planning activities and presentations.
• Self-assessments.
• Action plan.

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