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(15) MARKETING SKILLS FOR 

NON-MARKETING EXECUTIVES

                                              KUALA LUMPUR     l 24-25 February 2009

                                              KUALA LUMPUR     l 24-25 August 2009

Many executives who are unfamiliar with marketing are mystified by the role it plays in their companies. This course explains the basics of marketing and the role that it plays vis-à-vis the other departments in a company or organization.

In addition to learning how they relate to the marketing departments of their companies, participants will be able to see how marketing affects their daily lives.

KEY BENEFITS OF YOUR ATTENDING

At the end of the seminar, participants will have a very good understanding of the following:
1. The important role of marketing in their companies.
2. The sequence of activities flowing from the marketing process.
3. How companies analyze the internal and external environment affecting their markets.
4. The tools used by marketing professionals.
5. How to relate to the marketing department for the benefit of their companies

WHO SHOULD ATTEND

All Non-Marketing Executives who want to understand how marketing affects 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.

COURSE SCHEDULE

Note: This schedule is a guide and may be modified depending on the group dynamics and the needs of the participants.

Day 1

Morning Session (9.00-10.30am)

Ice Breaker

The Concept of Marketing

- How marketing differs from sales

- What is marketing

- Role of marketing in a company

Coffee Break (15 minutes)

Morning Session (10.45am-12.30pm)

Market Research

- Its role in identifying needs and market potential

SWOT Analysis

- Internal environment

- External environment

Lunch Break (12.30-1.30pm)

Afternoon Session (1.30-3.00pm)

Marketing Planning Process

- Strategic direction

- Situation analysis

- Marketing objectives

- Marketing strategy

- Marketing tactics

Company’s Internal Environment

- Product and service

- Pricing strategies

- Channels of distribution

- Advertising and sales promotion

- Other aspects

External Environment Scanning

- Economic

- Demographic

- Environment

- Technology

- Political

- Cultural

Tea Break (15 minutes)

Afternoon Session (3.15-4.30pm)

Strategic Business Unit (SBU) Portfolio Consideration

- Product Life Cycle Model

- Boston Consulting Group Model

Day 2

Morning Session (9.00-10.30am)

Market Analysis and Strategy

- Segmentation

- Targeting and Positioning

- Product life cycle

Coffee Break (15 minutes)

Morning Session (10.45am-12.30pm)

Market Analysis and Strategy (Cont’d)

- Competitive analysis and strategy

- Identify market opportunities

Lunch Break (12.30-1.30pm)

Afternoon Session (1.30-3.00pm)

Market Analysis and Strategy (Cont’d)

- Promotion Strategy

- Distribution Channel Strategy

Afternoon Session (3.15-4.30pm)

·Q & A and Evaluation

EXPERT COURSE LEADERS

The course will be conducted by ONE of the following Instructors:

            Mr GARY LIM - Click here for profile

            Mr BK NG - Click here for profile

ORGANIZATIONS THAT HAVE BENEFITED FROM THIS COURSE INCLUDE... 

Malaysian National Reinsurance l Arab-Malaysian Bank l First Solution l Handsafe Products l M & E Dianamic l Jasa Timor l Hotel Equatorial Penang l Electrolux Home Appliances l Netinfinium Corp l M & S Food Industries l Percetakan Nasional l Theen Seng Paper Mftg l Clariant l Dyalchand's Creations l First Direct Mail l Jaypees Enterprise l UCB Asia Pacific l Bizmode Inc l Mieco Marketing l Agensi Pekerjaan Career Wise l Malaysian Oxygen l Great Eastern Life Assurance l The Bank Of Nova Scotia l Cement Industries of Malaysia l DBE Gurney Resources l Stalheim Industries l Mitsui Phenol Singapore l SAFRA National Service Association l Healthcare Ltd Beijing l Harris Asia Pacific Sdn Bhd l Alcom Nikkei Speciality Coating Sdn Bhd l Awatra Sdn Bhd l Department of Museums Malaysia l Konsortium Jaya Sdn Bhd l TM Net Sdn Bhd l

COMMENTS FROM PAST ATTENDEES...

Good efforts have been made to enable real world applications of the many marketing models/strategies taught. Now I can utilise the knowledge & experience gained from this course in my daily tasks.

Jessica Wong, Training Executive, 

Malaysian National Reinsurance Bhd

Informative course. Very helpful for Non-Marketing Executives to understand marketing.

Shafizal Abd Majid, Executive, 

Malaysian National Reinsurance Bhd

Very valuable to my job.

Julia Liu Baxter, 

Healthcare Ltd Beijing

Very interesting course and instructor. 

Mr Lau Hang Kong, Lecturer, 

Ngee Ann Polytechnic Singapore

Very well run course with practical applications. 

Kevin Beh, Medical Director-Asia Pacific, 

UCB Asia Pacific Sdn Bhd

Very good course which meets my expectations.

Abu Talib Abdul Hamid, Sales Support Engineer, 

Harris Asia Pacific (M) Sdn Bhd

COURSE FEES

1 North Bridge Road #18-06, Singapore 179094, Singapore
Tel: (65) 6468-9194  Fax: (65) 6468-2789  Email: admin@apimd.com

52-1, 1st Floor, Jalan Presiden F U1/F, Accentra Business Park, Glenmarie, 40150 Shah Alam, Malaysia
Tel: (603) 5569-0213  Fax: (603) 5569-5382  Email: admin@apimd.com