The Mini Master in Sales and Marketing Management

Introduction:

The aim of this Mini Master in Sales and Marketing Management is to provide you with advanced knowledge in marketing management tools, models, and theories, empowering you to develop and nurture exceptional, powerful, and influential brands.

This program addresses the challenges faced by contemporary sales managers and marketers, bridging the gap between strategic theory and practical implementation.

Throughout the course, participants will gain insights into the significance of marketing by examining high-end brands like Prada and Ferrari, which excel at selling products at premium prices.

Objectives:

By the end of this sales and marketing management master’s level training, participants will be able to:

• Master the organization’s interviewing and recruitment methodology to recruit top sales talent.
• Build, manage, and develop high-performing sales teams.
• Navigate the evolving challenges faced by modern Sales Managers.
• Understand marketing models and effectively adjust the marketing mix.
• Execute comprehensive marketing campaigns, including auditing, segmentation, positioning, value creation, and value capture.
• Manage multi-brand and multi-product portfolios using a tactical marketing mix approach.

Training Methodology:

• Interactive Lectures
• Case Studies and Analysis
• Group Discussions
• Hands-On Practical Exercises
• Role-Playing Scenarios
• Marketing Campaign Simulations
• Real-World Project Work
• Peer Review and Feedback
• Continuous Assessment and Quizzes
• Presentations and Group Projects

Course Outline:

Unit 1: Building and Selecting Sales Teams

• Succession strategies within sales teams
• Techniques for attracting, recruiting, and retaining top sales talent
• Interview skills
• Appraisal skills for sales team efficiency
• Job requirement accuracy
• Effective succession planning
• Coaching techniques and incentive management for sales managers
• Defining and distinguishing the roles of leader, manager, coach, and mentor
• Strategies for interdepartmental communication
• Techniques for energizing sales teams
• Sustaining a sales culture in an organization

Unit 2: Managing The Sales Team

• Knowledge education as a component of strategy implementation for the team
• Nontraditional motivation techniques
• Cognitive flexibility
• The four stages of team development
• Managing diverse personal styles within a team
• Increasing capacity and resilience within the sales team
• Adoption of different management models
• Managing personal leadership styles
• Overcoming resistance to change
• Situational leadership

Unit 3: Marketing Concepts, Purposes, and Processes

• Understanding the statement "What is Marketing? What is not?"
• Exploring the marketing model
• Addressing issues posed by the marketing model
• Recognizing 'bad' marketing practices
• Comprehending the marketing process
• Preparing a marketing plan
• Conducting a strategic market audit
• Gathering market intelligence
• Categories of research and their importance in decision making
• Strategic analysis of case studies
• Analytical modeling tools: PESTLE, DPM, Porter’s Five Forces, Market Mapping

Unit 4: Building the Brand

• Visioning and objective-setting
• Creating strategies for growth: How to grow, compete, and create
• Brand management and strategy
• Building brand equity and understanding brand structure
• Delivering value to customers
• Assessing competition and positioning the business
• Targeting the market effectively
• Creating attractive consumer offers centered on the brand
• Implementing brand management and customer relationship management (CRM)
• Integrating components of the marketing mix
• Structuring product management to maximize profits

Unit 5: The Tactical Mix and Action Planning

• Understanding harvesting and depreciation in tactical planning
• Conducting customer satisfaction surveys
• Demonstrating ROI on advertising and promotion activities
• Portfolio management and product lifecycle management
• Promoting services and managing value-added products
• Channel management, supply chain, and logistics management
• Aligning marketing and sales interfaces
• Planning and decision-making in campaigns
• Briefing and managing advertising agencies
• Pricing strategies and policies
• Kotler’s strategies on open book pricing, selling, and management
• Assessing pricing and geographical supply chain considerations
• Marketing communications and strategy effectiveness checkups
• Developing practical implementation methods