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Shifting knowledge to insight
enterprises.up.ac.za
Marketing management is so much more than a combination of strategies – it includes building relationships with customers, providing excellent service and dealing with customer complaints. This complicated task necessitates multiple different skills. The objective of the Advanced Marketing Management short course is to provide managers with an understanding of interrelated issues impacting customer retention and to equip them to deal with and manage customers from a marketing perspective. This course will assist you to improve marketing management responsibilities through principles of marketing management, relationship strategies, service delivery concepts and complaint management which can be integrated in one marketing plan.
Advanced Marketing ManagementPresented by the Department of Marketing Management, University of Pretoria
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Course content
• Introduction to customer decision-making: understanding customer needs and expectations for a competitive advantage
• Introduction to marketing management• Introduction to managing marketing through 7Ps (product,
price, promotion, place, people, process and physical evidence)
• Building relationships with customers• Managing service delivery • Resolving customer conflict (including service failure,
customer complaint behaviour and service recovery) • The marketing plan as summary of marketing management
Learning outcomes
After completing this course, candidates should be able to
• identify customer needs, expectations and a competitive advantage
• utilise product, price, distribution, promotion, people, processes and physical evidence for marketing effectiveness
• identify reciprocal customers for relationships marketing, and to utilise trust, commitment and satisfaction for building customer relationships and retaining customers
• deal with and resolve customer complaints, and• use customer needs, product, price, distribution, promotion,
people, processes and physical evidence, relationship marketing and complaint management (service recovery) for marketing planning purposes.
Who should enrol?
• Current business and marketing employees or managers who are responsible for marketing management.
• Current business and marketing employees or managers who struggle to see the relevance / contribution of their position to marketing management.
• The course is ideal for those who own their own small or medium business or who intends to start their own business
Course fees
R 9 191.00 per delegate (VAT incl.)Course fees include all course material, refreshments and other materials.
Course fees must be paid in full 14 days prior to course start dates. Proof of payment can be submitted to [email protected].
Admission requirements
Prospective delegates should at least have matric certificate.
Accreditation and certification
Enterprises University of Pretoria (Pty) Ltd is wholly owned by the University of Pretoria. As a public higher education institution, the University of Pretoria functions in accordance to the Higher Education Act 101 of 1997. Enterprises University of Pretoria offers short courses on behalf of the University and these short courses are not credit-bearing, and do not lead to formal qualifications on the National Qualifications Framework (NQF) – unless stated otherwise. Delegates who successfully complete a short course and comply with the related assessment criteria (where applicable) are awarded certificates of successful completion and/or attendance by the University of Pretoria.
Registration and enquiries
Course coordinator
Imma RamokgadiTel: +27 (0)12 434 2623Email: [email protected]
Course leader
Prof PG MostertDepartment of Marketing ManagementTel: +27 (0)12 420 3416Email: [email protected]
www.enterprises.up.ac.za
For quotations on in-house training, email [email protected]
+27 (0)12 434 2500 +27 (0)12 434 2505 [email protected] Private Bag X41, Hatfield, 0028
Shifting knowledge to insight
Advanced Marketing ManagementPresented by the Department of Marketing Management, University of Pretoria
