Marketing & Brand Management

Building Productivity and Innovation for Business Growth

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Date Duration Venue Fees
23-27 Sep 2024 5 Days Dubai - UAE US$4,450 Register
16-20 Dec 2024 5 Days Dubai - UAE US$4,450 Register

Course Overview

In modern years, competition, technology, and environmental issues have radically changed consumer behaviour and the function of the market, with online shopping, social media, search engines, product variety and many more, in a more user and naturally-friendly manner. The new generations have adopted different wants and have learnt to satisfy their needs in different and more complex ways. They are more educated and technologically aware and have mastered their buying behaviour by pressing a computer key or touching a screen. Therefore, businesses are now oriented to promote their customers’ interests, the physical environment, and social responsibility as the heart of all operations. This is achieved through traditional and new digital marketing applications that can control all these more effectively.

The Marketing & Brand Management training course is designed for business executives who are active or wish to develop in the fields of marketing, sales management, product branding, retailing, research and development, advertising and promotion, sales, and public relations. Participants will become familiar with modern marketing management developed in a global and digital business environment. In addition to theoretical knowledge, it gives special weight to case studies so that participants can gain from real marketing stories, get to know the real conditions of the market and be able to manage innovative products and brands. The programme focuses on the development of brands and the necessary skills marketers should possess in making managerial decisions related to the product mix and branding.

Course Objectives

This training course summarises the complete MBA study of marketing and brand management to provide its participants with knowledge and skills that develop the ability to make relevant decisions and deepen and broaden their knowledge of these operational functions.

After the training course, the participants will learn to:

  • Identify the purpose of marketing and why businesses rely on it
  • Define why brand management is important
  • Develop marketing activities, goals and objectives to influence the market
  • Explain what the principles of marketing are
  • Distinguish marketing mix, value & activity principles
  • Clarify what product strategy is about, its purpose, fundamentals, types, & steps
  • Describe the elements of brand management
  • Differentiate the types of marketing, the marketing models and marketing management

Target Audience

This training course is aimed at all types of marketers, salespeople and businessmen to develop their skills to become more productive.

It is suitable for a wide range of working professionals, including (but not limited to) the following:

  • Marketing and Sales Directors
  • Marketing Professionals
  • Small Business Owners/Managers
  • Sales Managers
  • Client Service Managers
  • Operation Managers
  • Business Development Managers
  • Sales Supervisors
  • Promoting Salespeople and Representatives
  • Anyone interested in engaging in marketing and branding activities

Training Methodology

This training course uses a combination of interactive presentations and live discussions. It will be supported with case study workshops, videos, models, tables, and charts to consolidate learning and discussion of the findings. A summary recap will be linked to the topics by the end of each day to formulate a complete training programme. Upon request, it can include a final multiple-choice test on the material as a learning evaluation method.

Course Outline

Day One

Marketing Fundamentals

  • History and Evolution of Marketing
  • Purpose and Values of Marketing
  • Goals and Objectives of Marketing
  • Principles and Theories of Marketing
  • Digital and other Categories of Marketing
  • The Marketing Concept and its applications
  • Marketing Models and Technology Implications
Day Two

Elements and Models of the Marketing Mix

  • Product and Services Mix
  • Pricing and Elasticity Mix
  • Promotion and Communication Mix
  • Distribution and Channels Mix
  • People and Human Capital Mix
  • Processes and Procedures Mix
  • Physical Evidence and Capacity Mix
Day Three

Functions of Marketing

  • Consumer Behaviour
  • Personal Selling and Customer Service
  • Corporate Selling and Negotiations
  • Retailing and warehousing Topics
  • Sales Management
  • Marketing Research and Methods
  • Societal and Environmental Marketing
Day Four

Strategic Planning and Marketing Management

  • Strategic Marketing
  • Market Segmentation
  • Marketing Planning
  • Marketing Digitalisation Strategy
  • Online Marketing Operations
  • Leadership in Marketing
  • Marketing Project Management
Day Five

Branding and Product Management

  • Product and Brand Management
  • Importance and Use of Product Management
  • Product Life Cycles
  • Principles of Brand Management
  • Brand Identity and Personality
  • Brand Positioning and Innovation
  • Brand Equity and Assets


Upon successful completion of this training course, Newage Certificate will be awarded to the delegates.

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