Conceptual Marketing Programme

Conceptual Marketing is designed for a professional who is interested in marketing but with no previous knowledge, if you are a sales person. A junior product manager, commercial expert, a drug firm sales representative, a head of sales or even a professional from another department unrelated to marketing but are interested in finding out what this word means.

Company.

• Concepts and objectives.
• Internal analysis.
• Defining strengths and weaknesses.

Analysis of the environment.

Market.

• Consumer.
• Competition.
• Purchasing process.

Market research.

Qualitative and quantitative research.

Objectives and strategies.

• Opportunities and threats.
• Objectives.
• The product concept.
• Target audience.
• Positioning.

Product.

• Packaging.
• Presentation.
• Phases in a product's life cycle.
• Launching new products.

Price.

• Rate: variable rates and price scales.
• Discounts, bonuses, volume discounts and conditions of sale.
• Profit margins: direct costs.
• Price fixing.

Communication.

• Advertising.
• Creative and media strategy.
• Public relations
• Image.
• Brand strategies.

Sales and distribution.

• Organisation and planning.
• Sales: selection, training and motivation.
• Distribution: channels, logistics, sales outlet.

Marketing plan.

• Scope and process.
• Content: analysis, evaluation, general objectives, marketing mix and profitability.
• Timing - control.

Budget and marginal costs.

• Product operating account.
• Direct costs, variable costs and fixed costs by product.
• Marginal contribution and product contribution.

Final project.

Preparation and public presentation of a Marketing Plan. The participant is placed in a situation of confrontation and verification between the theoretical concepts and the practical marketing simulation.