Cambridge
Academy
In London

 Introduction

The  Certified Marketing Professional Certification gives you an in-depth understanding and advanced knowledge of the most important marketing domains for gaining domain experience.

The CMP is designed to introduce learners to the principles of marketing strategies and to develop their knowledge and understanding of the formulation, implementation and control of a marketing strategy that is implemented by the marketing function of an organization.

Learners will learn about the theoretical concepts associated with a marketing strategy and the marketing planning process and its application to different market situations, by applying a range of appropriate marketing activity strategies. The factors and issues that influence marketing strategies and the role and impact of marketing strategies in the business and social environment will also be addressed.

Course Objectives

By the end of this course, participants will be able to:

·        Investigate the concept and process of marketing

·        Explore the concepts of segmentation, targeting and positioning

·        Identify and analyze the individual elements of the extended marketing mix

·        Apply the extended marketing mix to different marketing segments and contexts

·        Define the marketing framework of a business organization.

·        Develop marketing audits and analysis to better examine the micro and macro environments.

·        Combine best practices, tools and models to implement an effective marketing and sales management system.

·        Develop strategies, initiatives and programs to build and sustain a competitive market advantage.

·        Apply planning and the execution of advanced marketing strategies.

Target Audience

This course is designed for:

·        Marketing Managers

·        Digital Marketing Specialists

·        Marketing or Sales Professionals

·        Management, Engineering, Business, or Communication Graduates

·        Entrepreneurs or Business Owners

·        Marketing Consultant

·        Marketing Graduates and Post Graduates

 

Course Outlines

Day 1: Marketing Concepts 

·        Evolution of the Marketing Concept.

·        Relationship between Marketing and Selling.

·        Scope of Marketing Management.

·        Developing the Marketing Mix for Products and Services.

·        Managing the Marketing Effort.

Day 2: Marketing Audit and Planning

·         Understanding the Marketing Environment.

·        The Various Marketing Analysis Techniques.

·        The Marketing Audit.

·        Competitive Analysis.

·        Customer Analysis.

·        Marketing Planning (Format, Content).

·         Market Segmentation, Targeting and Positioning

·         Basis of Market Segmentation (B2C)

·        Basis of Market Segmentation (B2B)

·        Profiling the Segments.

·        Criteria for Successful Segmentation.

·        Market Targeting.

·        Market Positioning.

·        Steps in Market Segmentation, Targeting and Positioning.

Day3: Marketing Communication and Campaigns

·         Elements of the Communication Process.

·        Identifying the Goals of the Promotion.

·        Steps in Creating a Promotional Campaign.

·        The AIDA Concept.

·        Advantages and Disadvantages of the Various Media Types.

·        Media Scheduling.

·        Evaluating Promotional Campaigns.

Day 4:The Product Life Cycle: A Strategic Approach

·         Introducing the Product Life Cycle Concept (PLC).

·        The Promotion Mix and Marketing Objectives.

·        Characteristics of PR, Personal Selling, Advertising and Sales Promotion.

·        Promotion Mix Strategies Across the PLC.

·        Push and Pull Strategies.

·         The Product Life Cycle: A Strategic Approach

·         Introducing the Product Life Cycle Concept (PLC)

·        The Promotion Mix and Marketing Objectives.

·        Characteristics of PR, Personal Selling, Advertising and Sales Promotion.

·        Promotion Mix Strategies Across the PLC.

·        Push and Pull Strategies.

Day 5: bMarketing Research

·         Marketing Research Defined.

·        The Marketing Research Process.

·        Types and Sources of Data.

·        Questionnaire Design.

·        Types of Research (Observation, Mystery Shopper, Survey).