Download Overview Marketing Management

CERTIFICATE
Certificate of
Marketing Management
Qualification: Certificate
Duration: 18 weeknights or 5 full Saturdays
CPD hours: 35
Region: Auckland and Wellington
Time commitment: On average, a further
4-6 hours per week self-study outside of
class is recommended
CAREER OPPORTUNITIES
The ability to move into a senior
marketing role.
RECOMMENDED NEXT COURSES
Certificate of Digital Marketing.
Short courses which deal with your particular
marketing interest.
Look out for our advanced courses from CIM.
Language requirements: IELTS 6.5
Visit marketing.org.nz/certificates to
find out more.
COURSE CONTENT
▪The marketing value chain and how
marketing works with the wider
business strategy
▪The strategy process and creating
competitive operational marketing plans
▪Designing research projects and
understanding markets
▪Analysing and presenting information
for business advantage
▪Creating and managing integrated
marketing communications plans
▪Product marketing, P2M process, life
cycle management and pricing
▪Channel strategies and managing and
supporting channels to market
▪Customer engagement, retention,
This course has given me an
understanding of what drives and
motivates senior management,
knowing how to engage with them
at that level to be relevant, outlining
the thinking behind projects and the
return.
loyalty and service
▪ Defining and measuring effectiveness
▪Creating and building valuable and
Overview
Our most advanced certificate is designed for marketers who
are serious about advancing their careers. It helps you design
and implement marketing at a strategic level to grow successful,
dynamic and robust brands. This is the only course of its kind in
New Zealand.
SUCCESSFUL CANDIDATES WILL BE ABLE TO:
▪
recommend how the marketing function should be
structured to deliver competitive advantage, marketing and
organisational success
▪
identify the organisation’s information needs, scope research
projects and develop strategies that align with business goals
▪
evaluate the role of marketing planning, develop a competitive
operational marketing plan and be able to monitor and
evaluate the effectiveness of your marketing activities
▪
develop and manage a brand and product portfolio in the context
of the organisation’s marketing strategies and objectives
▪
develop and manage channel strategies, support channels
to market, identify relevant pricing strategies and deliver on
customer experience.
competitive brands and managing
brand reputation
▪Creating competitive and sustainable
pricing strategies
ENTRY REQUIREMENTS
You’ll need a sound understanding of
marketing principles. This course is best
suited to those with a minimum of five years’
practical marketing experience of which at
least one is in a managerial role.
ASSESSMENT
This certificate is assessed through one
comprehensive assignment completed
during the course.
Lawrence Storey – Domestic Marketing Manager,
ATEED
Certificate of
Marketing Management
START DATES
Auckland
Wedneday - 18 Febuary 2014
INVESTMENT
MA members = $2,599 + GST
Modules
FOUNDATION MODULE:
Course and assignment overview, the marketing value chain
and how marketing fits into the wider business strategy,
frameworks and tools.
RESEARCH AND ANALYTICS MODULE:
Understanding markets, identifying Information
requirements and evaluating/presenting information
▪How to define your market, and how to use publicly
available information to understand it
▪What you know, and what you need to know - the
importance of defining the question
▪How to find out what you need to know, including what
consumers can and can’t tell you, the differences
between types of research, the value of in-house
information and how to use it, and how to get value from
external research providers
▪How to present information in ways which management
and colleagues will find useful and compelling
STRATEGY AND PLANNING MODULE:
Contributing information and Ideas to the strategy process
and creating competitive operational marketing plans
▪How to contribute information and ideas to the strategic
process and create competitive operational marketing
plans
▪The role of marketing in supporting overall business
strategy
deliver on the goals of the marketing strategy
▪Planning marketing projects, preparing budgets
and managing stakeholders, suppliers, agencies and
marketing (dedicated and virtual) team’s execution in line
with respective objectives
PRODUCT MARKETING MODULE:
Product to market process, managing a product/service
portfolio/life cycle, pricing strategies
▪Managing competitive products and services, including
the preparation of business cases and progression to
market
▪Creation and management of competitive and
sustainable pricing strategies, and monitoring their
effectiveness. Including P2M and lifecycle management
▪Each principle in this section will be illustrated with
case study material and will be supported with practical
examples
Creating and building valuable and competitive brands and managing
brand reputation
▪Understanding channels, selecting relevant channels
▪What’s the difference between brand image and brand/corporate
to market, establishing and managing the support for
channels to market
▪Is there a difference between service brands and product brands?
▪Defining and understanding distribution channels in
the context of the product lifecycle and overall market
strategy
▪Establishing and managing channels
▪Understanding the mechanics of establishing new
channels to market, management and motivational
theory and practice
CUSTOMER EXPERIENCE MODULE:
Customer engagement, retention, loyalty and service
‘brand’?
reputation?
▪How do consumers see brands, what is their purpose and role?
▪What is brand personality, how is it formed, can it be changed?
▪What is the role of advertising (and other interventions) in building
brand value?
▪How brand positioning changes (or not), and what brand extensions
offer (or not)?
PROACTIVE PRICING MODULE:
Creating competitive and sustainable pricing strategies
▪Definitions
▪Pricing models: value based, cost based, customer driven,
competition driven
▪The customer experience model
▪Market research techniques
▪Customer experience mapping
▪Product lifecycle and optimising pricingWW
▪Strategic alignment
▪Voice of customer
▪Voice of employee
▪Creating a customer centric culture
▪Examples of best practice
IMPLEMENTING MARKETING PROGRAMMES
MODULE:
MEASURE EFFECTIVENESS MODULE:
Creating and managing integrated marketing
communications plans
Defining measurement requirements, evaluating and
reporting on results and identify improvements to:
▪Creating and managing effective, compliant market
▪Understanding measurement - what can and can’t be
engagement and communication plans and activities that
BRANDS MODULE:
▪How is brand value created, and how is it destroyed?
▪The customer experience journey
▪B2B and B2C marketing
▪What to do once you’ve measured the effectiveness - looking
forward rather than back
Channel strategies and managing and supporting channels
to market
▪Methodology: we will utilise various frameworks that
planning process
▪Critical evaluation of effectiveness reporting what you should be
looking for, the importance of understanding what’s normal verses
what’s been caused by your intervention
▪What is a brand? How does the brain deal with the concept of
▪Customer experience theory
▪Analytical tools appropriate to different stages of the
▪Making the case for investment - how to make and refine
plans using measurement data, including the importance of
understanding the limitations and risks of estimates, and taking
into account the certainty or uncertainty of the inputs
SALES AND MARKETING CHANNELS MODULE:
▪How to write a marketing plan, including budgets
help decision-making
▪Evaluating the effectiveness of campaigns or other marketing
activities, the importance of setting expectations in advance and
knowing what success looks like
measured
Non-members = $3,299 + GST
Note: Discounts are available for groups of 3 or more,
registered charities and students, please contact
us for a special offer – limited places available.
Certificate of
Marketing Management
JOSH DOHERTY
Josh is currently Customer Strategy Manager at ANZ New Zealand. He has recently been involved in
helping the bank improve the Customer Experience across ANZ, The National Bank and OnePath brands.
This involved assisting the business leadership teams to begin their customer experience journey and
co-ordination of a much larger organisational focus on the Customer Experience.
Course Directors
ROSINA WEBB, FCIM CHARTERED MARKETER
Rosina is a highly accomplished and results-orientated facilitator, coach, mentor and workshop leader.
She has a very strong marketing background, having worked for Westfield as the National Marketing
Manager for 7 years. Rosina has also held senior marketing roles with companies such as Telecom,
Auckland University of Technology, Sky City, and Auckland City Council. For the last 5 years, Rosina has
been consulting in the areas of sales and marketing for clients such as Meridian Energy, Prime TV, Hawke’s
Bay Regional Council, NZ Steel, Mitre 10 and 100% Electrical. Rosina also holds a Diploma in Business
(Marketing) from the University of Auckland, Diploma in Teaching and a Certificate in Facilitation and
Group Leadership.
DEBRA HALL, FCIM CHARTERED MARKETER
Debra is Chairman of the Marketing Association’s National Board and a Fellow of the Market Research
Society of New Zealand. She has been working in the New Zealand marketing sector for the past 23 years,
first at National Research Bureau, and then as co-founder of Research Solutions Ltd (now Ipsos NZ),
which she grew from a small start-up to one of New Zealand’s most respected market research agencies.
Debra sees marketing as a primary contributor to New Zealand business success and believes that it is
important for us all to continue to build the credentials and expertise of professional marketers, and the
contribution that we make. Debra’s knowledge and communication skills have led to invitations to speak
at both overseas and New Zealand conferences, on subjects ranging from customer loyalty through to
pricing strategies, New Zealanders’ investment attitudes and local government asset management.
MICHAEL PRYOR, FCIM CHARTERED MARKETER
A senior business leader for over 25 years, Michael has extensive experience in strategy, branding,
research, NPD, sponsorships, corporate relations, CRM, data insight, customer service, design and
communications. Michael comes to the Marketing Association as its Chief Executive, following 5 years
with Insurance Australia Group (IAG), in General Manager roles covering Marketing, Strategy and Business
Performance and through these roles has played a significant part in helping shape an industry undergoing
massive change and emerging complexities
Prior to IAG, Michael worked extensively in marketing and communications, principally in the services
marketing field, as well as gaining experience working across numerous categories in Senior Client
Service roles in leading NZ and multi-national communications agencies. Through the combined
marketing and agency experiences Michael has been the driving force behind numerous initiatives for
AMP, Telecom, BNZ, Sovereign, Tower, and many other brands.
SAM EXCELL
After many years of working with NZ IT and Communications companies, Sam has experience working
with almost every channel to market model and has gained an intimate appreciation of the ebb and flow of
channel business. Sam’s specialties include; IT vendor program leverage and alignment, consultation with
distribution and reseller organisations for strategic sales and market plan formulation, internal communication of the strategic plan to all staff and stakeholders to drive success, co-marketing planning, funding
application and claims process ownership.
TESSA SHAW
Tessa is brand strategist and director at Principals NZ. She believes truly great brands are grounded in
a strong idea that is consistently expressed in everything they do. Tessa has worked with a number of
NZ brands including Westpac, Harrison Grierson, Waitangi National Trust and NZ Trade and Enterprise,
Tourism NZ and Education NZ to develop the NZ Story. Before returning to NZ in 2012, she worked in the
Sydney office for 10 years, and lead the Principals teams that rebranded NAB and created AFL’s newest
team, the GWS Giants. She has worked with brands in NZ, USA and Australia.
RICHARD MAHER
Richard has held a number of leadership positions within what is now Fletcher Building Limited. He was
previously CEO of Infrastructure Auckland where he managed a NZ$1.3b portfolio. He has also established and managed a management consulting group, chaired TEC and Key Groups in Auckland, and is a
Chartered Accountant. He holds an MBA from Asia Pacific International School of Management.