Training: «Marketing and Product Development»

Target audience:

· management and staff directly responsible for marketing, business development managers, customer service personnel, communications staff, any other managers/staff (eg. loan officers) who deal with clients

Our training: how do you benefit from it?

· Will have greater understanding of the role of marketing in achieving the organization’s overall goals, including integration of marketing into the business plan

· Will improve your marketing decision-making skills through techniques of market research and analysis, market segmentation and determining target client needs in a competitive context

· Will obtain knowledge of the principles of branding and best practices in marketing and public relations

· Will understand the process of new product development

· Will obtain a framework for developing marketing strategy, plans and budget

· Will enhance your skills in marketing communications

Content:

Day 1 (8 hours)

· Key elements of the marketing function

· SWOT analysis

· Marketing strategy and planning

· Segmentation and targeting

Day 2 (8 hours)

· Knowledge gaps/information needs

· Competitive analysis

· Market research techniques

· How to conduct focus groups

Practical part

· Focus group exercise

· Review of focus group exercise

· Homework assignment “Branding”

Day 3 (8 hours)

· Branding: from mission to positioning

· Promotion alternatives

· Implications for marketing strategy

· New product development process

· Conclusions; evaluation of training

Practical Part

· Review of branding homework

· Promotion exercise

· New product development exercise

Additional description:

· Duration of the training is 2-3 days (16-24 hours), subject to specific client’s needs.

The training is carried out in an interactive way and is supported by case studies, role plays and problem solving. Participants are provided with training materials.