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.