Overview

Two Days Course (16 Hours) 2 May 2023

Delivered by Professor Allam Ahmed
Fellow (FCIM) and Chartered Marketer (CM) of the Chartered Institute of Marketing, UK
Certificate from Queen Mary University of London

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The broad aim of this two-day interactive course is intended to provide none-marketing professionals with advanced concepts and practices of modern marketing in a changing world. This course is designed to help professionals develop an appreciation of the role of marketing and the management of marketing functions in the modern organisation. We will explore ‘Marketing’ in its various forms: as a management function, a managerial process and a business philosophy that places the customer at the core of the organisation.

The course will enable none-marketing professionals to familiarise themselves with the components of market analysis and strategy development with respect to the organisation, its customers, competitors and collaborators. There will be more in-depth coverage of marketing implementation and control issues through the concept of the integrated marketing mix: the product/service offering and customer service, communications, pricing and channels.

We hope the course will be a pleasurable and delightful learning adventure and you enjoy the course and find it a stimulating and rewarding experience.

Related Sustainable Development Goals

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Location

London, Greater London, England, United Kingdom

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Country/Regions

Europe
UK

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Contact Us

To register/enquire about this course and all our various comprehensive list of courses and workshops, please contact us (admin@wasd.org.uk) and if you have any question and/or if you would like to request a training workshop/program not listed in our portfolio please contact our training coordinator Janet Snow at: janet.snow@wasd.org.uk.

Registration and Fees

Included in the course fee, the following learning materials will be provided:

Admission to all sessions.
All overhead slides (PDF).
Case studies (print and video).
Certificate of attendance Queen Mary University of London and WASD.

What will you learn

As a management function, marketing’s role is to scan the customer and competitor environment, proactively seeking opportunities and ways to cost-effectively respond to those opportunities. The impact of marketing and the contribution of marketing to organisational performance in the dynamic, globally competitive markets of today will be addressed in the course.
Today's markets are characterised by rapidly changing customers' wants, accelerating pace of technological advances, and intensifying competition, presenting major challenges for both incumbent and upstart enterprises alike. For most organisations, marketing is a major determinant of success.
Develop the skills to critically analyse marketing situations facing organisations including marketing communication and sales strategy.
Critically appraise and draw selectively from, the toolkit of marketing concepts and analytical tools, in order to formulate marketing plans, including marketing strategies and appropriate marketing mix policies.
Critically evaluate marketing problems including case-study materials, and justify proposals for marketing plans and actions, which are suitable for board level discussion.

Program Structure

For each session there is an activity or set of activities. These are designed to help you engage with the introduction to the theories explored within the course, in many cases, to ask you to apply these points to your job. You are encouraged to complete each set of activities before moving on to the next session.
Your tutor will be on hand to guide you through the course and will expect you to bring to bear personal experience and reflection on the topics covered.
If you have difficulty with any of the points in the session or any of the activities, you are advised to discuss these with your tutors and fellow participants. Don’t forget that your work colleagues and managers will be a good source of information about your industry and, of course, your tutor will be on hand to guide you through the course.
Teamwork is necessary for participants to engage in the course. Participants are required to form teams of at least two members each. Working as a team allows participants to contribute to effectively to the course and provide a channel to participate in exchanging and sharing ideas and to report their findings to each other.

DAY ONE (8 Hours)

Product, Services and Branding Strategy

Understanding the product: core, actual, and augmented product.
Classifications of products.
Product lines and product mixes.
Understanding the nature and special characteristics of services.
Additional marketing considerations for services.
Marketing strategies for service differentiation, quality and productivity.
Branding strategy - building and managing brands.
Discuss additional branding issues with respect to socially responsible brand decisions and international marketing.

Pricing

Understanding pricing and customer value perceptions when setting prices.
Importance of company and product costs in setting prices.
Important internal and external factors affecting pricing decisions.
Major strategies for pricing new products.
Role of prices on profit maximisation.
Prices adjustment for different customer and market situations.
Key issues to initiate and respond to price changes.

DAY TWO (8 Hours)

Promotion

Advertising.
Public relations.
Personal selling and sales promotion.
Creating value and building customer relationships.
Major sales force management steps.
Successful sales promotion campaigns and budget.
Effective marketing communications.

Marketing Channels

Understanding the functions and performance of marketing channels.
Interaction and organisation between channel members.
Major channel alternatives to select, motivate, and evaluate channel members.
Role of retailers and wholesalers in the distribution channel.
Importance of marketing logistics and integrated supply chain management.

Professor Allam Ahmed is a Fellow (FCIM) and Chartered Marketer of the Chartered Institute of Marketing (CIM); Fellow Academy of World Business, Marketing and Management Development (AWBMAMD); PhD in Economics in two years at Edinburgh Napier University, UK; awarded the Royal Agricultural University (RAU) Scholarship and Prestigious Book Prize for Best MSc/MBA Dissertation; Listed in the Who’s Who in the World 2009-2021 and 2021 Who’s Who in the World Lifetime Achievement Award, Who’s Who in Finance and Business 2009/2010 and Who’s Who in America 2012-2014 published by Marquis Who’s Who, USA.

He is a Professor of Knowledge Management and Sustainable Development; Founding President of World Association for Sustainable Development (WASD) (2003); Founding Director of SDGs Universities International Initiative (SDGsUNI) (2020) Founding Director of Middle Eastern Knowledge Economy Institute (MEKEI) (2012); Founder of the International Diaspora Initiative/Sudan Knowledge (SK) (2008); and early 2022, Professor Ahmed joint Queen Mary University of London Faculty of Medicine and Dentistry as a Honorary Professor and Senior Policy Fellow at Queen Mary University of London Global Policy Institute.

Prior to Queen Mary, Professor Ahmed spent 15 years (2004-2019) at the University of Sussex Science Policy Research Unit (SPRU) where he established and led Sussex’s most successful postgraduate programme MSc International Management. He has also been fortunate enough to have a wide variety of teaching experiences at the University of East London (Business School), Edinburgh Napier University (Business School), University of Edinburgh (School of Economics), University of Leicester (Centre for Labour Market Studies) as well as international working experience at Regents University London, Schiller International University (London), Amity Business School (India), and the University of Khartoum, (Sudan).

In the period 2009-2011, Professor Ahmed led the Government of Abu Dhabi major and first of its kind in the UAE and MENA region Knowledge Management Framework (Musharaka). Musharaka was rated Excellent after extensive review and scrutiny by the Abu Dhabi Government Award for Excellence office and presented before the General Secretariat of the Executive Council as a model for the entire UAE KM projects.

Target Participants

The course covers materials for all levels from junior through to senior professionals.
Government officials: minsters, undersecretaries, directors, etc.
Private sector: CEOs, managers, and directors responsible for management or marketing of their organisations.
Experienced managers who have significant futures-oriented management responsibilities, and who are interested in reflecting on their own experience and discovering new ideas to help them marketing their organisations.
Academics including students who are interested in marketing and customer satisfaction and in being part of an engaging educational experience that explore the challenges and opportunities that face none-marketing professionals when they start their own organisations.
Youth, NGOs (voluntary) and civil society groups (public).
Professionals, SMEs, Start-ups and other stakeholders.

Benefits for Employers

Understanding the potential of marketing for your organisation in terms of attracting new customers as well as improving connection, engagements, loyalty and retention of customers.
At the end of the course participants should have acquired comprehensive knowledge and practical experience about marketing in alignment with their needs and capabilities. Organisations will be able to receive more new referrals and increase their sales and customers' satisfaction.
After completion of the course, participants (supported by their tutor) will be able to write a report describing what they have learnt and what is particularly relevant to their organisations. They will be given the choice to focus on one single perspective or to build a hybrid model that will help their employers to achieve their marketing strategic and tactical goals. This will help reassure the employers of the benefits of the programme and help consolidate managers’ understanding.

Advanced Marketing Management (16 Hours)

Overview

Related Sustainable Development Goals

Related Courses

Location

Country/Regions

Social Networks

Contact Us

Registration and Fees

What will you learn

Program Structure

Target Participants

Benefits for Employers

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