MARKETING AND SALES MANAGEMENT
A PROGRAM WHICH PROVIDES TRAINING FOR CAREER SUCCESS IN THE VITAL FIELDS OF SALES AND MARKETING, AND THE SKILLS NEEDED FOR SUCCESS AS A MANAGER IN MARKETING AND SALES.
Marketing is often viewed as the most important function of any organisation; without effective marketing activities an organisation will be out of touch with customer needs, market situations and developments; and customers will not know about or have access to the products and services of the business. Along with the top-class selling ability required for success, knowledge is needed about markets, market research, distribution channels, marketing strategies, advertising, publicity, public relations, pricing strategies and more. Sales/marketing managers must also manage staff: recruit, motivate, guide, train and control them, and plan and organise their activities. This practical Program provides training on the wide-ranging duties of sales and marketing managers in the highly competitive world of business.
Marketing is often viewed as the most important function of any organisation; without effective marketing activities an organisation will be out of touch with customer needs, market situations and developments; and customers will not know about or have access to the products and services of the business. Along with the top-class selling ability required for success, knowledge is needed about markets, market research, distribution channels, marketing strategies, advertising, publicity, public relations, pricing strategies and more. Sales/marketing managers must also manage staff: recruit, motivate, guide, train and control them, and plan and organise their activities. This practical Program provides training on the wide-ranging duties of sales and marketing managers in the highly competitive world of business.
PROFESSIONAL BOARD’S
– Accounting technician certificate course ATEC – level I & II (NBAA-examination).
– Procurement and Supplies foundation course – level I&II (PSPTB examination).
Module 1 - Marketing, Selling and the Modern Commercial World
- Products: goods and services, product benefits, essentials and luxuries, the choice factor
- The commercial world, types of industrial, trading, distributive and service-providing enterprises
- Buying motives of consumers and of corporate buyers, determining buyer motives
- The need for sales and marketing, their differences, the aims and activities of marketing
Module 2 - The Market and Marketing
- The marketing mix, the 4 + 3 Ps, market strategy, market creation, market segmentation, surveys
- Market, consumer and advertising research, test marketing, niche markets
- Factors which affect price, costs involved, product demand, profit goals, government, brand and image
- Overcoming competition, product differentiation and unique selling points
Module 3 - Channels of Distribution
- Channels, distribution direct to consumers, wholesalers, retailers, other intermediaries
- What wholesalers and retailers seek in products, selecting the right channel(s) for products
- Internet marketing, terminology, advantages of e-marketing, search engines, browsers
- Websites, structure, navigation, additional functionality, measuring web traffic, pay-per-click (PPC)
Module 4 - Forecasting and Planning in Sales and Marketing
- Why forecasting and planning are needed, factors to consider, durable and fashion goods
- Durability and safety of products, quality and QMS, expectations, performance, standards, reliability
- Product life cycle (PLC), stages, implications for sales and marketing managers, product ranges
- Budgets, data for sales/marketing budgets, budgetary control, review, analysis, variances, dangers
Module 5 - The Promotional Mix
- Target audiences, integrated marketing communication, the ‘P’s’ of the promotional mix, effective media
- Direct and indirect advertising, advert content and design, effective packaging, advertising agencies
- Sales promotion campaigns, special offers, web-based sales, exhibitions, public relations, consultancies
- Social media, viral marketing, sponsorship, behavioural marketing, influencers, media agencies
Module 6 - Marketing Strategy, International and Global Marketing
- The marketing process, customer value and satisfaction, customer value propositions, marketing orientations
- Integrated marketing programmes, creating customer relationships, strategic marketing models
- Export selling, researching overseas markets, PESTEL analysis, import controls, duties, problems
- Agents, alliances, joint ventures, export payments, internet export selling/online marketing, globalization
Module 7 - The Importance of Selling and Salesmanship in the Modern Commercial World
- Commercial selling, profit, persuasion, the role and art of selling, customer needs and demands
- Sales personnel, product knowledge, personal selling, skills needed, adapting to situations
- The steps in a selling transaction, creating attention, interest, desire, making a sale, related and on-going sales
- Sales demonstrations, the steps and their aims, training, selling the benefits of services
Module 8 - Management & Leadership, Training & Developing Sales Personnel
- Planning, organising, coordinating, motivating, controlling, technical and human managerial aspects
- Leadership, task-oriented and relationship-oriented styles, setting objectives, implementing policies
- Recruiting sales personnel, job descriptions, advertising, applications, interviews, selecting
- The induction process, training sales assistants and travellers, methods of training
Module 9 - Developing a Sales Team
- Expansion into new markets, area managers, team leaders, recruiting new salespeople, sales territories
- Controlling sales teams, setting sales targets, salesforce remuneration, benefits, allowances, promotion
- Sales conferences, conventions and seminars, complex sales organisations, group sales manager
- COVID-19, virus outbreaks, sales manager’s added roles and responsibilities, remote-working, priorities
Module 10 - Credit Terms and Discounts
- Credit, credit facilities, monthly accounts, credit cards, leasing, rental, hire purchase, agreements
- Consumer protection acts, dangers in allowing credit, credit policy, limits and control, creditworthiness
- Trade discount, quantity, cash, regular custom and prompt payment discounts, RRP, trade-ins
- Private labelling and own branding, manufacturers’ guarantees and warranties, after-sale service
Module 11 - Sales Letters, Circulars and Literature
- Objectives, layout, appearance, contents of sales letters, styles of writing, training sales staff
- First approach sales letters, follow-up letters, circulars, sales literature, catalogues, brochures, leaflets
- The sales office, organisation and control, sources of information, processing data, data protection
- Sales records, importance and use, obtaining data, sales analyses, graphs and statistics