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MARKETING MANAGEMENT COURSES

 

 

GENERAL INTRODUCTION

 

The major challenges to all businesses are survival through the provision of quality products/services, exploitation of potential markets, offering improved customer service as well as maintaining customer interests and loyalty.

 

Indeed, the marketing function remains the only business activity that identifies the needs and wants of the customer and designs appropriate products and programmes to meet the expectations of the customer.

 

Furthermore, the Ghanaian marketing environment today is characterised, among others, by trade liberialisation and globalization, increased competition and consumer selectivity.  This calls for creative, innovative and aggressive marketing policies and strategies that have to be integrated with corporate plans. 

 

It is against this background that the Marketing Management courses have been designed to enable participating organizations formulate and implement effective marketing policies and strategies to protect their market shares and to exploit new market niches.

 

       Click on the courses below for details

Creating a Marketing Niche for Your Products & Services

Creativity Techniques for Marketing

Customer Relationship Management

Delighting the Customer for increased patronage

Developing a Strategic Marketing Plan

Developing Your Own Small Scale Business Plan

Entrepreneurship Development Skills

Winning and Maintaining Customers in a Competitive Environment

 

 

 

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DELIGHTING THE CUSTOMER FOR INCREASED PATRONAGE

                                                                                                                            

INTRODUCTION

If the customer is the king in the seller-buyer relationship, then what is the key to satisfying a customer?  For an answer, you have to be on this “Total Customer Care” course

 

OBJECTIVE:

 

     At the end of the course, participants will be able to:

§        Identify areas of poor customer care in their businesses and develop appropriate action plans to correct them.

 

CONTENT:

§        ­Philosophy of Customer Service;

§        ­Customer Care: Performance Standards; and setting performance targets

§        ­Effective Customer Communication;

o       Listening Skills

o       Writing Skills

§        ­Feedback strategies development

§        Handling Customer Complaints;

§        ­Internal Customers;

§        Relationship marketing; and

§        ­Developing Personal Action Plan

 

INTENDED FOR:

Marketing / Sales Managers, Brand/Promotion Managers, Sales Executives / Representatives and Frontline Staff.

 

PRESENTATION:           

Lectures, Discussions, Exercises Role Plays, Film shows and Action Plan presentation.

 

DURATION:   1 WEEK      PERIOD:        MAR  31 - APR 04

                                                                JUN  16 -  JUN  20

                                                                JUL 28 – AUG 01

                                                                OCT 06 – OCT 10

                                               

VENUE:     ACCRA                    FEE:                ¢ 360.00

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CUSTOMER RELATIONSHIP MANAGEMENT

 

INTRODUCTION

Managing customers’ relationships is a critical organizational competency. Indeed in fiercely competitive markets where products and services are similar, putting the customer first is a sensible strategy for building businesses.

 

This idea of doing business is based on the fact that consumers prefer an on going relationship with one organization than switching among product/service providers in their search for value.

 

This course, Customer Relationship Management (CRM), focus on how strategies should be formulated and implemented to achieve business objectives and maximize the potential of existing CRM programmes.

 

OBJECTIVES:

 

At the end of the course, participants will be able to:

§                                            ­Appreciate how CRM delivers value to both the organization and the customer;  and

§                                            Understand how to improve CRM in their own organizations.

 

CONTENT

§        ­Customer Relationship Management Concepts;

§        ­Customer Relationship management Drivers;

§        Measuring customer Lifetime value to the organization

§        Best Practices for winning Customer Loyalty

§        Customer satisfaction

o       Quality Service Delivery

§        Foundations for Customer Relationship Management Strategies

§        Customer Relationship management Strategies.

 

INTENDED FOR:

Marketing Managers/officers, Sales Managers/officers, Product Manager/Officers, Advertising Managers/Officers.

 

PRESENTATION:           

Lectures, Discussions, Exercises, Role Plays and Action Plan preparation.

 

DURATION:    1 WEEK             PERIOD: JUN 23  - JUN 27

                                                                OCT 20 – OCT 24

 

VENUE:           ACCRA               FEE:         ¢ 360.00

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WINNING AND MAINTAINING CUSTOMERS IN A COMPETITIVE BUSINESS ENVIRONMENT

 

INTRODUCTION:

Customers are becoming more discerning in their buying habits.  Thus,  organizations are to redirect their marketing strategies towards maintaining an enduring marketing relationship with their customers.

 

The course on Winning and Maintaining Customers in a Competitive Business Environment will create the right forum to enable participants to select the right marketing tools for winning and maintaining customers.

 

OBJECTIVES:

 

At the end of the course, participants will be able to:

§        Identify the organizational and environmental challenges militating against winning and maintaining customers;

§        Select the right marketing tools that will further strengthen their capabilities of winning and maintaining customers.

 

CONTENT:

§        Understanding the Marketing Environment;

§        Customer Needs Identification;

§        Market Segmentation, Targeting and Positioning;

§        Customer Development Strategies;

§        Customer Feedback Strategies

§        Relationship Marketing; and

§        Customer Service.

 

INTENDED FOR:

Marketing and Sales Managers, Promotion Managers, Sales Executives/Representatives and Frontline Executives/Officers.

 

PRESENTATION:

Lectures, discussions, film shows and case studies.

 

DURATION:    1 WEEK             PERIOD: APR 14  - APR 18

                                                        JUL 07 – JUL 11

                                                                AUG 25 – AUG 29

                                                        SEPT 22 – SEPT 26

 

VENUE:            ACCRA              FEE:         ¢360.00

 

 

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ENTREPRENEURSHIP DEVELOPMENT SKILLS

 

INTRODUCTION:

This course on Entrepreneurship Development will expose participants to several important characteristics, skills and attitudes for being successful entrepreneurs .

 

OBJECTIVES:

 

At the end of the course, participants will be able to:

§                    ­Discuss the characteristics and skills required to be a successful entrepreneur;

§                    ­Rate their entrepreneurial potentials.

 

CONTENT:­     

­        ­ Forms of Business Organisation

·                     Characteristics of an Entrepreneur      

·                    Enterprise Development Skills

·                    Marketing your products/service

·                    Customer Service

·                    Financial Management

·                    Costing and Pricing

·                    Basic Records Keeping

·                    ­Entrepreneurship Development Structures and Organisations

o         Empretec

o        Ghana Investment Centre

o       NBSSI, EDIF, GEPC

o       Association of Small Scale Industries.

o       Private Enterprise Foundation

 

INTENDED FOR:

Entrepreneurs who want to be successful.

 

PRESENTATION:

Lectures, discussions and case studies.

 

DURATION:    1 WEEK             PERIOD:         APR 07 - APR 11

 

VENUE:            ACCRA              FEE:                 ¢ 360.00

 

 

 

 

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CREATING A MARKETING NICHE FOR YOUR PRODUCTS AND SERVICES

                                                                       

INTRODUCTION:

In many situations, a business organization may find a unique niche which is safe and profitable for itself and therefore devote all its efforts serving that market effectively through specialization.

This course is being offered to assist organisations identify profitable niches in the market in order to survive the competition raging around them.

 

OBJECTIVES:

 

     At the end of the course, participants will be able to:

§  Identify the marketing tools employed in mapping out areas of the market that should be focused on by the organization; and

§  Formulate strategies that will assist in maintaining the market share of a product or service.

 

CONTENT:

§        Marketing Concepts  and tools;

§        Marketing Niche Concept;

§        Analysing the Market Competition;

§        Market Segmentation, Targeting and Positioning

§        Formulating and implementing Marketing Niche Strategies.

       

INTENDED FOR:

Marketing Managers/Officers, Sales Managers/Executives/Officers, Owner-Managers, Importers and Exporters, Brand Managers, Manufacturers’ Agents, Merchandise Managers, Promotion Managers and Sales Representatives.

 

PRESENTATION:

        Lectures, discussions , exercises and case studies.

 

DURATION:   1 WEEK              PERIOD: MAY 05  - MAY 09

                                                        AUG 25 -  AUG 29

 

VENUE:           ACCRA               FEE:                 ¢360.00

 

 

 

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CREATIVITY TECHNIQUES FOR MARKETING

 

INTRODUCTION:

Success in today’s competitive business environment lies in the application of effective Marketing techniques.  Technology and other factors of production, such as, land, machinery and capital can easily be procured. However, the factor that sets apart successful firms from others is the application of creative capabilities of the human resource of the firm.

 

The course on Creativity Techniques for Marketing is, designed to assist participants to improve their creative capabilities to solve the myriad of marketing problems in their organisations.

 

­OBJECTIVE:

 

     At the end of the course, participant will be able to:

§        Identify and apply the right creative problem-solving techniques to marketing problems of their organisations.

 

CONTENT:

§              Marketing Tools and Concepts

§              The Creative Process

§              Structuring of Problems

o       Mechanism of Convergent Thinking

o       Mechanism of Divergent Thinking

§              Techniques for Creative Problem Solving

o       Brainstorming

o       Attribute Listing

o       Checklist of Questions etc

§                                            Project work

 

               

INTENDED FOR:

Marketing and Sales Managers/Officers Businessmen and Businesswomen.

 

PRESENTATION

Lecture, Discussion, Exercises and Project work and presentation

 

DURATION:      1 WEEK           PERIOD:         MAY 19 - MAY 23

 

VENUE:        ACCRA                  FEE:                 ¢360.00

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DEVELOPING A STRATEGIC MARKETING PLAN

INTRODUCTION

Developing a Strategic Marketing Plan is an essential aspect of corporate planning.  A well developed Strategic Marketing Plan aids management in:

§  Clarifying the scope of the organization’s activities in terms of what it will and will not do;

§  Matching the activities of the organization to the environment in which it operates, so that it optimizes opportunities and minimizes threats;

§  Matching the organization’s activities to its resource capacity (finance, manpower, technology, or skill levels); and

§  Setting objectives and developing strategies to meet the needs of the different markets that they serve;

This course is designed to enable managers develop capacity for the strategic posture required in an ever  competitive and changing business environment.

OBJECTIVES

     At the end of the course, participants will be able to:

§        Determine the inputs for developing their own strategic marketing plans;

§        Discuss the challenges of marketing plan implementation.

CONTENT

§              The role of Strategic Marketing Planning in Corporate Planning;

§              Environmental Analysis

o       Internal Environment

o       External Environment

§              Marketing Plan Formulation

o       Marketing Goals and Objectives

o       Marketing Strategy Formulation

§              Marketing Plan Implementation and Control

o       Organisation Design

o       Systems Design

o       Leadership Issues

o       Overcoming barriers to Marketing Plan Implementation.

o       Monitoring and Evaluation

 

INTENDED FOR

Marketing and Sales Managers, Sales Executives and heads of departments desirous to achieve success in their Organizations.

                       

PRESENTATION

        Lectures, discussions, exercises and project work.

DURATION:     1 WEEK            PERIOD: JUN 02 - JUN 06

                                                                SEPT 08 – SEPT 12

VENUE:    ACCRA                      FEE:         ¢ 360.00

 

 

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HOW  TO  START  AND  MANAGE 

YOUR  OWN  BUSINESS

 

INTRODUCTION

This course is designed to equip the entrepreneur with the managerial know-how and techniques to successfully start and manage a business.

 

OBJECTIVES:

 

At the end of the course, participants will be able to:

 

§        Determine the ingredients required for a successful business start-up.

§        Identify the opportunities available in achieving a successful start-up;

§        Determine what legal form their businesses should take.

 

CONTENT:     

§        The Business Environment in Ghana;

§        Characteristics of an Entrepreneur;

§        Resource Audit;

§        Business Idea Generation and Selection;

§        Market Research;

§        Project Cost Estimation;

§        Sources of Funds and Assistance;

§        Forms of Business Organisations;

§        Personnel Requirements and Management;

§        Production Planning; and

§        Marketing Planning.

 

INTENDED FOR:

        Potential Entrepreneurs and Businessmen and Businesswomen

 

PRESENTATION

Lectures, Discussions and Assignments,

 

DURATION:     1 WEEK            PERIOD:   JUL 14 – JUL 18

 

VENUE:       ACCRA                   FEE:        ¢200,00

                                               

 

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DEVELOPING YOUR OWN SMALL-SCALE BUSINESS PLAN

 

INTRODUCTION

 “Developing Your Own Small-Scale Business Plan” is a  course for people who have a business idea and want to start a new business to satisfy their entrepreneurial ambition.  The course introduces the required steps in starting a business venture.

 

The course is also suitable for those who are already involved in small to medium scale businesses (SMEs) and want to see their businesses grow and are prepared to proactively and strategically guide their businesses into “bigger and better entity models.”

 

OBJECTIVES:                 

 

      At the end of the course, participants will be able to:

 

§               ­Develop their own small-scale business plan using a step-by-step approach.

§               ­Prepare an action plan for business plan implementation.

 

CONTENT:

§        ­Forms of Business Organisations

§        Small and Medium Scale Businesses

o       Definition

o       Principles  

§        ­Content of a  Business Plan

o       Market Research

o       The Marketing Plan                            

o       Product/Service Costing

¨     Direct Material Costs

¨     Direct Labour Costs

¨     Indirect Costs

o                               Sales  Plan

o                               Preparation of Financial statements

¨     Income statement

¨     Cash flow statement

¨Income surplus account

o       Required Start-Up Capital

o       Sources of Start-Up Capital

o       How to Keep Basic Accounting Records

§              Project work

 

INTENDED FOR:

Prospective Entrepreneurs, Owners/Managers of Small Businesses, Staff of Small Businesses, Investors and  retirees.

 

PRESENTATION:

      Lectures, Case Studies, Coaching and Individual Hands-on work

 

DURATION:     1 WEEK          PERIOD:  NOV 03 – NOV 07

 

VENUE:        ACCRA                FEE:        ¢200.00

 

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