Objectives:
The purpose of this certificate is to help participants in the field of marketing developing marketing strategy that helps them attract and maintain customers. It gives the participant the expert knowledge, the planning skills and the precise tools they need to ensure the satisfaction of their customers and achieve the overall objectives of their business
Module 1
Marketing fundamentals: 30 hours:
• Introduction to Marketing
• Marketing research
• Budgeting and Planning
• Market Segmentation, Targeting and Positioning
• Managing the marketing mix
• Products &services
• Price and pricing strategies
• Place and distribution strategies
• The promotional mix below the line: personal selling , sales promotion, direct marketing and public relations
• The promotional mix above the line : Advertising
Module 2
Consumer behavior: 25 hours
• Introduction to consumer behavior
• Factors affecting consumer behavior
• Perception
• Motivation
• Personality
• Attitude and attitude change
• Self concept and its role in consumer behavior
• Consumer decision making process
Module 3
Advertising: 25 hours
• Introduction to Integrated Marketing Communications (IMC)
• The Role of IMC in the Marketing Process ,Market Segmentation and Positioning
• The Communications Process
• Communications Theory: Source, Message and Channel
• Establishing Objectives for the IMC Program
• Budgeting for Advertising and Promotion
• Media Planning and Strategy
• Promotional tools
• Evaluation of promotional tools
Awarded by the Canadian Chamber of Commerce
Fees:
Total fees of the diploma are LE 9,000 to pay on three equal installments, each LE 3,000 before each module.
