Marketing Management Training

In this course, participants will learn how to manage sales and marketing activities to meet targets. Participants will learn how to get actionable reports and track corrective measures to meet marketing objectives.

Participants will be introduced to marketing Key Performance Indicators (KPI) and metrics.  They will be guided on how to use these measures to manage and control sales and marketing activities and risks to deliver the required results.

Participants will be guided with exercises to be able to apply these lessons and methods to their sales and marketing activities.

In this course participants will learn how to:

• Track and measure marketing activities
• Manage and review marketing resources
• Set marketing KPIs, metrics and baselines
• Communicate marketing performance

Learning Objectives

• Knowing how to track and measure marketing activities
• Knowing how to manage and review marketing resources
• Knowing how to set marketing KPIs, metrics and baselines
• Knowing how to communicate marketing performance 

Learning Outcomes

• Able to monitor and control marketing activities
• Able to monitor and control marketing resources
• Able to set marketing KPIs, metrics and baselines
• Able to communicate marketing performance

Marketing Management Training Course Content

• This training course has the following elements and content. The learning method will be based on lectures on the subject matter, interactive discussions, group activity and quizzes to test understanding.

Module 1 – Monitoring and Controlling Marketing Results

This module will introduce participants to monitoring and controlling marketing activities through retrograde goal directed tracking. Participants will get to know how to identify activities directly contributing to sales and marketing results.

• The sales and marketing activities· Lecture
• Identifying measurable drivers of marketing results. Workshop
• Presenting the activity tracking plan · Group Activity

Module 2 – Marketing Key Performance Indicators (KPI) and Metrics

This module will introduce participants to goal setting and managing results with Key Performance Indicators (KPIs) and metrics.  Participants will learn how to link these metrics to sales and marketing activities.

• Key Performance Indicators and Metrics. Lecture
• Marketing performance data collection and actionable data visualization. Workshop
• Presenting the sales and marketing visual dashboard. Group Activity

Module 3 – Identifying Sales and Marketing Risks and Opportunities

This module will introduce participants to identifying risks and opportunities in the marketing plan. Participants will learn how to qualify these risks and opportunities to protect and be able to deliver the marketing plan targets.

• Sales and marketing risk and opportunities identification. Lecture
• Learning how to qualify risks and opportunities. Workshop
• Presenting the risk and opportunity register. Group Activity

Module 4 – Mitigating Sales and Marketing Risks and Contingency Measures

This module will introduce participants to managing the sales and marketing risk register.  Participants will learn how to create action plans to mitigate risks and contingency plans to take to recover from the risk and stay on plan.

• The marketing command centre structure. Lecture
• Getting started with structuring the marketing command centre. Workshop
• Presenting the marketing command centre plan. Group Activity

Learning Paths

• Learning Path: Business Management
• Learning Program: Controlling