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1 LEADER IN KNOWLEDGE TRANSFER Forward-thinking training solutions for Forward-looking organisations ANDERSON is a global provider of training, learning and development solutions for organisations and individuals. Our courses are innovative, effective and challenging and have been designed to support personal development and organisational growth. SALES & MARKETING Public Training Courses 17-OCT-2015 V3 HRCI s pre-approved programs will have the Approved Provider Seal

2 An Unparalleled Training Solution ANDERSON center for Executive Education offers a portfolio of courses developed by academia s and industry s most forward-thinking minds. Our Executive Courses help professionals develop the skills and knowledge to embrace change and catalyse success in their respective area of industries. Executive Education at ANDERSON offers several opportunities for individuals and organisations to build custom educational experiences. A combined team of Executive Staff and an ANDERSON faculty work with our clients one-on-one to identify specific challenges, opportunities and objectives. We then develop and deliver a uniquely tailored course that provides participants with the skills and knowledge needed to empower change in direction and strategy. Our Mission Anderson s mission is to promote and support employee and organisational growth, development and empowerment through the provision of innovative, high quality workplace learning courses, resources and services. Our Quality Standard ISO 9001:2008 & ISO 29990:2010 Certification ISO 9001:2008 is a completely voluntary certification that is achieved only through a rigorous registration audit and regular external surveillance audits by third party ISO assessors. The establishment and constant referencing of our quality objectives help us to achieve this. Being one of the few in the region, Anderson is proud to achieve ISO 29990:2010. This standard provides reassurance to organisations and individuals buying learning services into the global market. It sets an international benchmark for training and learning services. Certification against the standard ensures that the design, development, and delivery of the learning service meet the ISO requirements. Institute of Leadership & Management (ILM) Anderson is an ILM (Institute of Leadership & Management) Approved Centre (Centre ID # A) and offers a number of Endorsed Management & Leadership courses as well as ILM Qualifications or VRQs. The Human Resources Certification Institute (HRCI) The Human Resources Certification Institute (HRCI) has been certifying HR professionals for more than 33 years with more than 108,000 certified HR professionals in more than 70 countries.

3 Table of Content SALES & MARKETING Public Training Courses Event Management Essentials 04 Developing & Implementing Strategic Marketing Plans 05 Marketing Channels 06 Measuring Marketing Effectiveness & ROI 07

4 Event Management Essentials Effective Events Management Planning, Organising & Delivering Why Choose this Course? This course helps those people who are organising and planning an event - it can be an in-house event or a commercial event. The impact of a successful event on a company can be profound. The impact of a poorly organised event so negative that it pulls resources sway from real work in dealing with the aftermath. No matter what, this course will fully support your objective of helping to deliver an effective event. How do you ensure that your event is a great success and that you have achieved everything required? How do you ensure that it is within budget? These and many more questions will be answered on this exciting and stimulating course. This course will feature: How to run an effective event based on sound principles of event management How to identify and deal with issues before they happen and deal with the unexpected Ensuring you have a smooth approach to the planning and running of events Building the required skills and the confidence to deliver events effectively Selecting and developing the events team What are the Goals? By the end of this course, participants will be able to: Use a standardised events planning and management process Deal with the pitfalls and ways to overcome them in planning your events Deal with the financial and legal implications of holding events wherever they are held Use social media and extensive communication networks to communicate to your audience Apply a consistent approach to developing events Who is this Course for? This course is suitable to a wide range of professionals but will greatly benefit: Event management professionals Administrative support staff working in an events company or department Those from various public or private companies Those who want to enter the events management world How will this be Presented? This course will utilise a variety of proven adult learning techniques to ensure maximum understanding, comprehension and retention of the information presented. The course is highly interactive and delegates will be involved in a wide range of activities including individual, paired and group working. Video will also be used and active discussion is encouraged. Personal action planning will be used throughout the course. The Course Content The Basics of Events Management Setting up the Event to Succeed Event Planning Developing a Lessons Learned Approach The Day of the Event The Certificates Anderson Certificate of Completion will be provided to delegates who attend and complete the course Oct 2016 Dubai, United Arab Emirates US $4,150 /- per participant 4

5 Developing & Implementing Strategic & Marketing Plans Why Choose this Course? In this course delegates will understand the structured process of how to build a marketing plan customised for their situation. They will find out how marketing planning works and how they should document their ideas in a marketing plan. They will become competent in developing a marketing plan by going through a number of stages of the marketing planning process. They will work with practical checklists at each stage that enable them to formulate the right questions. They will master the key elements of a complete marketing plan. This course will feature: How to analyse the external and internal environment; What segments of the market to target and how to choose a proper positioning How to set marketing and financial objectives How to decide on strategies for products, pricing, channels and communication What sales forecasting technique to use What are the Goals? By the end of this course, participants will be able to: Construct a marketing plan in general and specifically for their company Develop a plan for a new product Understand what analyses need to be carried out at the outset Define the market, customer segments and buying behaviour Apply control procedures necessary to monitor successful implementation of the marketing plan Who is this Course for? Participants are, or will be, involved in strategy development, in the development of marketing plans, in new product planning or work in product development teams This course is suitable for a wide range of professionals but will greatly benefit: Professionals of different functional backgrounds, middle managers, marketing professionals without a formal marketing education, sales professionals People who plan to start up a new company or a launch of a new product or service within a company How will this be Presented? The training process is a blend of presentation, small group work on real company cases and practical exercises to apply knowledge. Participants are encouraged to bring their own company specific issues to work with. The Course Content Introduction to Marketing Planning Analysing customers and markets; segmentation, targeting, positioning Planning direction, objectives and strategy Planning the marketing mix strategy Planning metrics and performance measurement; planning implementation and control The Certificates Anderson Certificate of Completion will be provided to delegates who attend and complete the course Oct 2016 Vienna, Austria US $4,950 /- per participant 5

6 Marketing Channels Distribution Channel Management Why Choose this Course? This course deals with channels of distribution, the means through which the vast array of products and services are made available to customers. In the age of globalisation customers nowadays expect more and better channel choices for gaining access to the products from all over the world. Channels of distribution are a critical element of business strategy which, if planned properly, enables companies to build up a competitive advantage over their rivals. New technologies as well as globalisation have dramatically transformed marketing channels and the way, how and where customers want to use them. We will discuss the broad principles by which a company expects to achieve its distribution objectives for its target markets. Workshop highlights include: Overview of the functions performed by channels and the value they create Characteristics of retailing and important retail marketing decisions How to design a marketing channel and select channel members Power and conflict in distribution channels Franchising as a distribution alternative Electronic marketing channels and service channels What are the Goals? Upon completion of this course delegates will be able to: Understand the importance of channels in the context of the 4 P s of Marketing Understand what value channel members create Analyse the different types of market coverage Appreciate the main retail positioning strategies Determine what type of intermediaries can be used in a channel Who is this Course for? This course is suitable to a wide range of professionals but will greatly benefit: Sales and Marketing professionals who work in a channel function Participants will be involved in the selection of and cooperation with channel members such as retailers, wholesalers, franchisees. Professionals who are working in either retail or wholesale Participants who are considering to become a franchisee or a franchisor How will this be Presented? This course has a foundation in the relevant theory and includes a number of company examples of how successful companies apply it. The training process is a combination of lectures, small group work on real company cases and practical exercises to apply knowledge. The course is delivered by a highly experienced business senior business manager who has a long experience in channel management. The Course Content The structure and function of marketing channels Retail and Wholesale Channel design and the selection of channel members Power and conflict in distribution channels; Franchising Electronic and service channels The Certificates Anderson Certificate of Completion will be provided to delegates who attend and complete the course Nov 2015 Dubai United Arab Emirates US $4,150 /- per participant 6

7 Measuring Marketing Effectiveness & ROI Getting the Most Value from Your Marketing Plan Why Choose this Course? This highly-interactive course will put great emphasis on the importance for an organisation to understand how every marketing dollar is being spent and what benefits their marketing campaigns are providing. Delegates will learn that by tracking their marketing Return on Investment (ROI), their companies/organisations would be able to evaluate the effectiveness of their marketing plan and make specific changes to improve their marketing initiatives. Through interactive group discussion, delegates will discover how to use proven marketing analytics to streamline their marketing efforts and increase profitability. Upon completion of the course, delegates will be able to identify a range of techniques they can use to determine the profitability and effectiveness of their marketing plan. This course will feature: How to assess the effectiveness of an organisation s marketing ROI measurement program and make recommendations for improvement How to combine social media marketing networks with traditional marketing activities to improve ROI How to develop accurate marketing ROI calculations that can be used consistently across all marketing initiatives How to integrate measurement component into the marketing plan and budgeting process How to design an Action Plan for putting marketing ROI best practices into practice What are the Goals? By the end of the course, participants will be able to: Describe relevant ways of measuring marketing ROI List the necessary elements of a Marketing Plan Assess and measure each marketing activity to maximise sales and minimise costs Explain how Market Segmentation and Customer Lifetime Value can be used to increase marketing ROI Discuss the types of social media marketing options and list the advantages, disadvantages and limitations of each one Who is this Course for? The course is suitable to a wide range of professionals who desire to learn best practices for measuring the Return On Investment (ROI) generated from their marketing efforts Sales and Marketing professionals Public Relations professionals Account Managers Department Managers Human Resource professionals How will this be Presented? This course will utilise a variety of proven adult learning techniques to ensure maximum understanding, comprehension and retention of the information presented. This includes delegate s participation through a combination of group discussion, practical exercises, videos, role-play sessions, case studies, breakout sessions, and team building activities. Delegates will utilise best practices and benchmarking to model world-class customer service excellence. The comprehensive course manual has been designed to be practical, easy to use, and facilitate learning. The Course Content Principles and Best Practices of Measuring Marketing ROI Strategies for Measuring Marketing Performance The Value of Social Media and Internet Marketing Marketing Performance Measurement to Maximise Growth Leading the Way to Greater Marketing Success The Certificates Anderson Certificate of Completion will be provided to delegates who attend and complete the course. 30 Nov - 04 Dec Nov - 02 Dec 2016 Kuala Lumpur Sep 2016 Istanbul US $4,950 /- per participant 7

8 REGISTRATION SALES & MARKETING PUBLIC TRAINING COURSES COURSE DETAILS Complete & Mail or fax to Anderson at the address given below: ATTENDEE DETAILS Title : Mr. Ms. Mrs. Prof. Dr. First Name :... Last Name :... Position :... Mailing Address : Company :... Telephone :... Mobile :... Fax : Mail me a Training Calendar SPONSOR DETAILS We wish to register this delegate for the course mentioned above and undertake to pay his/her fee. Name :... Organisation :... Mailing Address :... Telephone :... Fax : PAYMENT DETAILS Please invoice me Please invoice my company (Sponsor) Please find enclosed a cheque made payable to ANDERSON CERTIFICATES A Certificate of Attendance will be awarded to participants who successfully meet course requirements and maintain 80 percent attendance. FEES The fee for the seminar includes, Instruction Materials, Lunch and Refreshment Breaks HOTEL ACCOMODATION Hotel Accomodation is not included in the registration fee. However favourable rates have been negotiated for a limited number of rooms at the course venue. EASY WAYS TO REGISTER Credit Card details are required to guarantee your hotel room reservation. Telephone: to provisionally reserve your place. Fax the completed registration form to: to us : For online registration visit: LEADER IN KNOWLEDGE TRANSFER Cancellation/Refund Policies You must notify the Registrar of cancellations at least 2 weeks before a scheduled seminar in order to be eligible for a credit. If you cannot attend, you may send a replacement from your organisation at no charge. There is a $250 handling charge for all cancellations or rescheduling. We reserve the right to cancel a seminar due to low enrollment. All registrants will be notified in advance and a full refund will be provided upon request. Disclaimer Anderson reserves the right to cancel / postpone any seminar; modify the announced course content or change the location, venue, time, date or faculty of any courses as may be deemed necessary or advisable.

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