The purpose of this session is to introduce the workshop setting the scenefor marketing in 2009 and beyond.
The changing global economic and business landscape
Critical challenges for marketing and organisations
Re-defining organisational successNew markets, new approaches, new opportunities. This session looksat alternative approaches to what we call global markets. How have theychanged in the last 10 years, what will the next 10 years look like?
Global or just a bigger neighbourhood?
Forces driving global demand A targeted session examining the complexity of consumer behaviours andthe types of buying situation, which can occur.
Consumer behaviour and buying behaviour theories
Segmentation and purchase behaviour
Consumer attitude, intentions and purchase behavioursLuxury versus Status, Spheres versus Mapmania and a plethora of other consumer trends. This session examines international consumer trends.
Behavioural and cross-cultural research and theoretical issues in theglobal marketplace
Consumer as a shopper, reactions to marketing interventionNow we know what the future might look like how do we plan for it? Thissession focus participants on applying what they now know about consumersto their industry. This will involve identification of participants industry,trends analysis and application of consumer behaviour theory and models ininternational retailing.This session provides an approach and framework for identifying andanalysing the key cultural and environmental characteristics of any nationor global region; and it highlights the importance of viewing internationalmarketing management from a global perspective.
Understanding key market requirements
Cultural differences and international marketing
Global marketing management: Planning and organisation
SESSION 3
This practical two day training course will help you:
current product strategies andrecommend changes and improvements
consumer trends and determinehow they impact their business and identifyopportunities to develop current or newproducts.
consumer behaviour theory andtrends
how
Luxyoury
,
Status Spheres
,
Mapmania
and other consumer tends can beopportunities to grow your business
low cost competitors and big-boxretailers
to local markets and culturalsensitivities into marketing programmes
marketing strategy intowinning marketing tactics
effective value propositions for consumer brands, products and services
global market opportunities
and
brandssuccessfully
advantage of new marketingcommunication and research techniquesUpon completing the Course, you will go back toyour workplace with:
Experience in resolving real-life cases
Tools and techniques to increase sales
Your learning as a communications planyou can implement into your work
This Course is specifically designed for any managersand professionals who are involved with marketingconsumer products and services. They include:
Marketing Directors
Sales and/or Marketing Managers
Product Managers
Brand Managers
Channel Managers
Account Managers/Directors
Promotions Managers
FMCGs Supervisors
Advertising Managers
WHO SHOULDATTEND
WHY YOUCANNOT MISS THIS COURSEPROGRAMME AGENDA
SESSION 1
SESSION 4
SESSION 2
SESSION 5
SESSION 6
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