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A Practical Guide to Marketing in 2019

2-Day Training Course: The perfect refresher for marketing decision-makers who want to stay ahead of the changing marketing landscape

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Key Learning Objectives

  •  World class approaches to pricing ‘right’
  •  Distribution and channel management decision making
  •  Pros and Cons of multiple branding
  •  Making market research pay and pay and pay
  •  How to out-market without over spending
  •  Making the right call on new product development
  •  Better marketing planning
  •  Capitalising on digital communications
  •  Channel selection and decisions
  •  Garnering support from colleagues and stakeholders
  •  Findings right strategies according to circumstances beyond your control
  •  Optimising the marketing mix

About the Course

Philip Kotler once said, “Marketing takes a day to learn, and a lifetime to master”, but this intensive 2-day workshop, suitable for B2C and B2B marketers, will empower attendees with the key initiatives, models and issues to produce creative and profit-maximising strategies and tactics, in the both the short term and the long run. Delegates will complete the workshop with a wealth of knowledge in marketing management for coping with ever-changing market conditions and for optimal business and marketing decisions.

Who Will Benefit

  • This commercially advanced course is relevant for ALL those who have dealings with marketing strategy and planning in the course of their work.
  • The course assumes at least three years’ experience in a marketing capacity, and some rudimentary exposure to business management, control & reporting.
  • It is ideal for self-taught marketers who want to expand their understanding of marketing knowledge, insights, perspectives and ability to explain successes from their own experience.
  • Also VERY relevant to those who studied marketing full-time before commencing work and want to brush up on models with strong practical focus and application.
  • MBAs wanting to plug in the key components of their studies to specific problems in their specific industry, company, or category.


Leigh Cowan

Course Outline


Session 1: Introduction

  •  Meet & Greet
  •  Learning Goals
  •  Overview of the workshop
  •  Discussing goals, assumptions, expectations and ground rules
  •  Definitions, Perspectives & Basic Concepts.

GROUP EXERCISE: Expectations

Session 2: The Science & Keys for Perfect Pricing

  •  Price Perception
  •  Price and how it effects buying decisions.
  •  Path to purchase and buyer behaviour.

GROUP EXERCISE: Type classification and anticipated response


Session 3: People & Processes

  •  Fast track successful marketing, customer experience and more
  •  How to improve NPS (Net Promotor Score) without spending more
  •  Potent WOM and easier sales with minor process improvement
  •  How HR synchronises with Marketing

Session 4: Market Research & Segmentation

  •  Market Segmentation & perspective
  •  Psychographics, Behaviour & the Demographic Trap
  •  Differentiation & how to use (and abuse) it
  •  Qualitative research vs. quantitative research

GROUP EXERCISE: Justifying a Research investment


Session 5: Product Management, Portfolio & Strategic NPD (New Product Development)

  •  Understanding applied Product Analysis.
  •  NPD Options
  •  Branding for STP optimisation
  •  PR, ORM (Organisation Reputation Management) & Ethics

GROUP EXERCISE: Changing Perceptual Positioning Limitations of advertising, latitude of acceptance, brand equity considerations

Session 6: Marketing Communications

  •  B2C vs B2B
  •  Buyer Adoption
  •  Buyer Readiness
  •  Promotional Mix
  •  How Digital Fits
  •  Managing “Politics”
  •  Consumer Pull vs Trade Push considerations?
  •  Blue ocean strategies using pricing tactics


Session 7: Working With the Organisation: Macro, Micro & Leadership Issues

  •  Where are you now?
  •  Where do you want to be?
  •  How are you going to get there?
  •  Feedback, controls & measurement?

Session 8: Building Corporate Immortality

  •  Importance of Competitive Analysis and Competitive Intelligence
  •  Guidelines for Pricing Leadership
  •  Realities of Initiating Change and Direction with Pricing.
  •  Inspiration from “the Greats” & where to go from here..

On-site & in-house training

Deliver this course how you want, where you want, when you want – and save up to 40%! 8+ employees seeking training on the same topic?

Talk to us about an on-site/in-house & customised solution.


Still have a question?

Sushil Kunwar
Training Consultant
+61 (0)2 9080 4395

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