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Certified Marketing Specialist

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Certified Marketing Specialist


  • Utilizes a wide range of case studies, models, and Excel program to help participants acquire and apply marketing skills effectively and professionally.
  • Includes traditional concepts along with extensive use of case studies, models, and Excel program.
  • Focuses on developing the correct marketing competencies and applying them smoothly and professionally.

Course Objectives:

Participants will be able to:

  • Define the marketing framework for a business entity.
  • Conduct marketing audits and analysis to study the overall and specific environments.
  • Integrate best practices, tools, and models to implement an effective marketing and sales management system.
  • Develop strategies, initiatives, and programs to build and maintain a competitive advantage in the market.
  • Apply modern marketing planning and execution strategies to enhance organizational results.

Target Audience:

  • Marketing department employees, public relations and marketing communications professionals, sales professionals, and operations management specialists.
  • Adds special value to marketing managers in companies, businesses, small, medium, and large enterprises across all sectors.

Program Content:

Marketing Concepts:

  • Definition of marketing management.
  • Evolution of marketing concepts.
  • Relationship between marketing and sales.
  • Marketing objectives.
  • Developing the marketing mix for products and services.
  • Marketing mix.
  • Managing marketing efforts.
  • Utilizing the four elements of the marketing mix model.

Marketing Audit and Planning:

  • Understanding the marketing environment.
  • Various marketing analysis tools:
    • PESTLE analysis.
    • Porter’s Five Forces model.
    • SWOT analysis.
    • TOWS customer analysis.
  • Competitive analysis.
  • Customer analysis.
  • Marketing planning.

Market Segmentation, Targeting, and Positioning:

  • Definition of market segmentation.
  • B2C market segmentation foundations.
  • B2B market segmentation foundations.
  • Criteria for successful market segmentation.
  • Market targeting process.
  • Market positioning.
  • Fundamentals of positioning.
  • Steps for market segmentation, targeting, and positioning.

Communication and Marketing Campaigns:

  • Elements of the communication process.
  • Steps for preparing an advertising campaign.
  • Promotional objectives and tasks.
  • Understanding the concept of “AIDA.”
  • Advertising budgeting.
  • Creativity in promotional decision making.
  • Common advertising appeals.
  • Executing the promotional message.
  • Pros and cons of different media types.
  • Considerations for selecting appropriate advertising media.
  • Timelines for media scheduling.
  • Evaluating promotional campaigns.

Product Life Cycle (PLC): Strategic Approach:

  • Concept of the product life cycle.
  • Marketing strategies for the product life cycle.
  • Promotional mix and marketing objectives.
  • Characteristics of promotional mix elements.
  • Promotional mix strategies throughout the product life cycle.
  • Push and pull strategies.

Marketing Research:

  • Definition of marketing research.
  • Marketing research process.
  • Primary and secondary data.
  • Designing questionnaires.
  • Types of survey research.

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