executives who are not familiar with
marketing are mystified by the role
marketing played in their companies. The
purpose of this course is to explain the
basics of marketing and the role that it
played vis-ΰ-vis the other departments in a
company or organisation. In addition to see
how they relate to the marketing departments
of their companies, participants will be
able to see how marketing affects their
the role and functions of marketing in the
company_ and how that affects the other
departments in the company.
At the end of the
seminar, participants will have a very good
understanding of the following:
The important role of
marketing in their companies.
The sequence of
activities flowing from the marketing
How companies analyze
the internal and external environment
affecting their markets.
The tools used by
How to relate to the
marketing department for the benefit of
The concept of
How marketing differs from sales
What is marketing
Role of marketing in a company
Its role in identifying needs and
Unit (SBU) portfolio consideration
Boston Consulting Group model
General Electric model
Product and service
Channels of distribution
Advertising and sales promotion
Product life cycle
Competitive analysis and strategy
Identify market opportunities
This is a very intensive
workshop with extensive discussions,
exercises and case studies.
executives who want to understand how
marketing affect their jobs and functions.
It is also suitable for businessmen and
entrepreneurs seeking to have a better
understanding of marketing and how it
affects their companies.
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