Marketing Imperatives

  • Overview
  • Objectives
  • Course Content
  • Methodology

The art of successful negotiation is the careful exploration of opposing positions with the goal of achieving a positive outcome. Through a series of case studies, role plays and self-reflection, this program will provide you with a greater understanding of what it takes to engage in principled negotiations and get the outcome both you and the other parties desire.

Several case studies based on the delegates’ real life scenarios of the different situations they are required to negotiate in will be covered throughout the course. This will ensure that the role plays emphasize and stress on the concepts covered on the course and that the delegates are able to apply them to situations with confidence when faced with them.


  • Define what a negotiation is
  • Identify your own particular negotiation style
  • Learn what skills will help make you an effective negotiator
  • Understand the role of communication in negotiations
  • Develop your confidence to give you the ability to ‘think on your feet’
  • Deal effectively with different behaviors during negotiations
  • Learn how to develop an effective plan and strategy for any negotiation
  • Know when and when not to negotiate
  • Understand and know how to use principled negotiation skills
  • Identify and counter negotiation tactics
  • Learn how to become more persuasive
  • Learn how to handle negotiations in an ethical manner that strengthens relationships
  • Understand what you want from each negotiation and what will cause you to walk away from it

Below is an example of the course content. The content can be ‘tailored’ to meet the exact requirements of the client.


Day One

An introduction to marketing

·         The definition and scope of marketing

·         The key dimensions of marketing

·         Marketing mix basics and the 4 P’s

·         Analysis tools: product strategy, market strategy and market positioning

·         Define and identify a market

What is a marketing plan?

·          The importance of having a marketing plan

·          Current situation

·          Where the business is heading

·          The strategic opportunities

·          Why and what is planned

·          Strategies to achieve the plan

Stages of developing a marketing plan

·         Confidentiality statement and memorandum of risk

·         Executive summary

·         Current marketing situation

·         Threats and opportunities

·         Objectives and issues

·         Marketing strategies

·         Operational plans

·         Budgets

·         Controls


Day Two


·         What is a brand?

·         Importance of branding

·         The corporate identity mix

·         Brand development: brand extension and multi-brands

·         Brand management

Marketing communications

·         The marketing communications plan

·         The communication mix

·         Analysis tools: SOSTAC, the 3 M’s, DAGMAR and AIDA

·         Situation analysis and the marcom plan

·         Segmentation and target marketing

·         The importance of integrated strategies

·         The rules of integrating communications

·         Planning tool: map communication planner

·         The format and preparation of a communication plan

·         The tactical execution of the plan


Day Three

Advertising essentials

·         Advertising agency types and structures

·         Choosing an agency: RFQ, pitch, selection criteria and remuneration options

·         Media mix essentials

·         Analysis of media vehicles

·         Buying media

·         The changing media scene

Marketing: new objectives, dimensions and thinking

·         Research: information is power

·         Customer-driven versus product-driven marketing

·         Essentials of global marketing strategy

·         Relationships and brand loyalty

·         Strategic tools to keep your focus


·         Marketing processes

·         Defining the competition

·         Understanding marketing strategies

·         The marketing mix

·         The relationship between sales and marketing

·         New production introduction

·         Market driven or product driven



The foundation of our training is anchored in activity-based experiential learning. This methodology takes into consideration different learning and communication styles, and more importantly language and cultural differences. It is through active participation that the adoption and application of theory is expedited. Our training team pays careful attention to planning and designing effective instructional methods essential for the transfer of knowledge. It is the creative skill of our management trainers and consultants that reveal untapped skills of the delegates through:

  • Group discussion
  • Individual and syndicate activities
  • Individual and group tasks
  • Case studies
  • Role plays
  • Audio and video evaluation
  • Action planning
  • Experiential learning games
  • Presentations
  • Assessments



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