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Excellence in Marketing Management (MAR)


Course Overview

This 4-day marketing training covers all the relevant marketing topics you need to know. The goal is to update participants’ knowledge of marketing management and to advance their skills in utilizing this knowledge to develop and maintain successful marketing strategies. With experiential case studies, practical tools and illustrating exercises.

Who should attend

This marketing programme is designed for managers with, or about to take up, marketing responsibilities; and those managers whose role interacts with this function. Past participants have included:

  • Executives and managers who are looking for customer-driven marketing perspective
  • Marketing executives and others involved in brand strategy, product management, or strategic marketing
  • Professionals in sales, customer relations, distribution, marketing, and market research
  • Managers interested in learning more about the marketing function
  • Entrepreneurs and marketing management consultants

Course Objectives

  • Master all aspects of building and implementing a successful marketing campaigns
  • Gain superior insights about your customers and competitors
  • Build and take advantage of strong brands
  • Use effective marketing tools and techniques, including emerging online tools and social networks
  • Implement measurement practices to ensure efficiency and effectiveness

Course Content

Marketing Principles– Essentials and Recent Developments
  • Understanding the key concepts of marketing
  • Ensure alignment with the overall business strategy
  • B2C vs. B2B marketing
  • Recent Developments such as Social Media and Mobile Marketing
Market Research and Insights
  • Analysing consumer research data
  • Understanding your customers and their needs
  • Analytical methods in measurement
  • Segmenting your market
  • Competitor insights
Marketing Strategy
  • Creating Competitive Advantage
  • Strategic decision making
  • Assessing market opportunities
  • Market-focused strategy
  • Evaluate and optimise your product line
  • Branding and corporate identity
Effective Marketing Tools and Techniques - Marketing Mix Decisions
  • Product and service concepts and strategies
  • Marketing Communications Mix
  • Managing channels in times of change
  • Characteristics of profitable pricing practices
  • New product development best practices
  • Innovation management
Profitable Customer Relationships
  • Key levers that marketers can use to create relationships
  • Measuring and managing customer expectations
  • Maximising lifetime customer value
  • Life-cycle concepts
  • Key account management
Focusing on your Bottom Line: Marketing and Profitability
  • Keeping the number of product lines in check
  • Managing for profitability, not sales volume
  • The importance of understanding costs
  • Why value-added concepts make unprofitable customers disappear
  • How to use marketing to achieve significant bottom-line improvements
Classroom Training

Duration 4 days

Price (excl. tax)
  • Germany: 3,900.— €
  • Switzerland: CHF 4,500.—


Cologne Course language: English
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