Upon completion of this course, participants will be able to:

• Master the full **Marketing Management Process** (analysis, planning, implementation, and control).
• Conduct sophisticated market and competitive analysis using tools like SWOT and Porter's Five Forces.
• Develop and justify an annual **Marketing Budget** and allocate resources across various marketing mix elements.
• Design effective organizational structures and workflows for a high-performing marketing team.
• Lead, motivate, and manage diverse marketing specialists (e.g., digital, content, brand).
• Utilize key marketing metrics and dashboards for performance measurement and corrective action (control).
• Develop a strategic **Marketing Audit** framework to evaluate the effectiveness of all marketing efforts.
• Integrate digital and traditional marketing strategies for cohesive campaign execution.

• Marketing Managers and Team Leads
• Assistant Marketing Directors and Coordinators
• Product and Brand Managers
• Small Business Owners and Entrepreneurs managing a team
• Professionals transitioning from specialist roles to general management

• Group Marketing Plan Development and Budget Justification Workshop
• Case Studies on Marketing Organizational Structure and Team Management
• Individual Exercise: Conducting a SWOT Analysis and Competitive Audit
• Role-Playing Performance Review and Difficult Conversation Scenarios
• Discussions on Ethical Leadership and the Future of Marketing Management

Unit 1: The Marketing Management Framework

• Defining the responsibilities of the modern **Marketing Manager** and the shift to digital.
• Overview of the Marketing Management Process: Analysis, Planning, Implementation, Control.
• Setting marketing goals that directly align with corporate strategy and financial targets.
• Understanding market-oriented strategic planning at the business-unit level.
• Analyzing the impact of technology and global trends on marketing management.

Unit 2: Market Analysis and Audit

Insight and Strategy
• Techniques for conducting a comprehensive **Situation Analysis (SWOT)**.
• Analyzing the competitive landscape using models like Porter's Five Forces.
• Mastering techniques for gathering and utilizing primary and secondary market research data.
• Developing a framework for a thorough **Marketing Audit** (environmental, strategy, organization, system).
• Forecasting market demand and understanding demand elasticity.

Unit 3: Strategic Planning and Budgeting

Resource Allocation
• Developing the core elements of a strategic **Marketing Plan Document**.
• Methods for justifying and structuring the annual **Marketing Budget** (e.g., zero-based, percentage-of-sales).
• Allocating resources effectively across the marketing mix and prioritizing channels.
• Decision-making frameworks for product portfolio management (e.g., BCG Matrix).
• Developing actionable strategies for growth (e.g., Ansoff Matrix).

Unit 4: Implementation and Team Leadership

Execution and Structure
• Designing an effective and agile marketing organizational structure (functional, geographic, product).
• Mastering the skills of **Delegation, Motivation, and Conflict Resolution** within the team.
• Leading cross-functional projects and securing alignment across departments (sales, R&D).
• Techniques for managing external agencies, vendors, and contractors effectively.
• Implementing a system for effective internal communications and knowledge sharing.

Unit 5: Marketing Control and Performance

Metrics and ROI
• Establishing a dashboard of **Key Marketing Performance Indicators (KPIs)** and metrics.
• Types of control: annual plan control, profitability control, and strategic control.
• Techniques for measuring and reporting the **Return on Investment (ROI)** of marketing expenditures.
• Conducting profitability analysis by product, customer, and channel.
• Developing a system for continuous performance monitoring and corrective action.