Тренинговые курсы по Маркетингу

для специалистов и менеджеров занятых в сфере маркетинга

март 2011 – июнь 2011

CIM NIMA A

1. This qualification is aimed at those who are working in supporting marketing roles, usually within the marketing function, but also targets individuals in more senior roles, particularly in SMEs, where marketing is only part of what they do. The qualification provides a practical insight into the principles and application of marketing at a tactical level.

The typical profiles of people who might take this qualification could include:

Marketing assistants Marketing co-ordinators Marketing executives Marketing managers in

SMEs without formal marketing qualifications

Non-marketers with aspirations for marketing

Existing marketers wanting to become more specialist

By the end of this qualification you should be able to:

Understand the function and fundamentals of marketing in some depth – including how to write and execute a marketing plan

Know the many different ways of understanding and communicating with customers, and the function these methods serve

Understand your

2. Программы "НИМА Маркетинг-А" соответствуют EQF1

(European Qualification Framework), разработанной в рамках

Копенгагенского и Болонского Процессов, а также EMQF2

(European Marketing Qualification Framework), разработанной

совместно с Европейской Маркетинговой Конфедерацией.

Программы ETCN нацелены на работающих специалистов и

используют подход ETCN в обучении – образование,

основанное на компетенции. Более 12-и лет ETCN проводит

высококачественные тренинговые программы по маркетингу в

России, Армении, Казахстане, Грузии, Белоруссии,

Азербайджане и на Украине.

"НИМА Маркетинг-А" разработана для специалистов,

желающих получить базовые и углубленные практические и

теоретические знания в сфере маркетинга и сертифицироваться в

качестве специалиста маркетолога.

После прохождения обучения выпускники программы "НИМА

Маркетинг-А" владеют следующими теоретическими и

практическими навыками:

владеют и могут объяснить значение функций и принципов

маркетинга, основополагающих концепций;

умеют определять рынок, понимают и могут объяснить

поведение потребителей;

умеют распознавать изменения рынка, определять

источники маркетинговой информации;

владеют и умеют применять концепцию маркетинг микса;

владеют и используют статистические методы в маркетинге;

способны создать или реорганизовать службу маркетинга

на предприятии;

владеют процессом маркетингового планирования;

владеют и могут применять маркетинговые стратегии;

умеют определять основных конкурентов и конкурентные

1 EQF (Европейская Схема Квалификации) посвящена нуждам профессионального образования и тренинга в свете обучения на всю жизнь.

2 EMQF (Европейская Схема Маркетинговой Квалификации) разработана Европейской Маркетинговой Конфедерацией совместно с ЕС и Европейской Секторной Организацией.

organisation's marketing environment, its many constituent parts, and how they work in unison

Apply practical knowledge – including the collecting and analysing of data, and the establishment of marketing budgets

2. RequirementsThis qualification is the equivalent to the first year of a foundation degree, which means you will need to meet at least one of these criteria:

Have a minimum of two 'A' Levels

Hold any general Bachelor's or f degree

Hold a CIM Introductory Certificate in Marketing (Level 2 or 3)

Have an NVQ or SVQ Level 3 (equivalent to NGF Level 3)

Have an NVQ or SVQ Level 4 in any other subject (UK – equivalent to NGF Level 4 and above)

Hold an international baccalaureate (equivalent to NQF Level 3 and above) or a pass of the entry test onto Level 4

If English is not your first language, you will also need to provide evidence of at least IELTS 6.5 or Trinity ISE III/IV.

3. Payment

преимущества;

умеют составлять SWOT-анализ;

умеют составлять операционный маркетинговый план для

реально существующей компании.

3. RequirementsТребования к поступающим на курсы НИМА - А:

Высшее или средне-профессиональное образование

Знание русского и, желательно, английского языков

Опыт работы не менее 6 месяцев (желательно).

4. Payment

Стоимость курса "НИМА Маркетинг-А" составляет 540.000

драмов (включая НДС) РА. Оплата может быть осуществлена по

≈€2000

Marketing Essentials £ 275.00Stakeholder Marketing£ 275.00Marketing Information & Research£ 275.00Assessing the Marketing Environment£ 275.00

Other FeesLS Online School registration fee £ 73.40CIM Membership fee£ 120.00

4. Exams

The LS Online School, Professional Certificate in Marketing course is assessed by two exams and two assignments. The exam involves a three-hour paper based test whilst the assignment involves a written project made up of several brief work-based tasks.

кредитной схеме, в три этапа. При единовременной оплате

или корпоративном участии (более одного участника)

предусмотрены скидки.. В сумму включена стоимость учебных

материалов для участников, пользование библиотекой (в том числе

электронной) и кофе-брейки во время занятий.

5. Экзамены

Экзамены проводятся специалистами Нидерландского

Института Маркетинга по единой программе и формату. Процесс

экзамена записывается на видеоносители и прослеживается в

режиме реального времени во всех европейских странах, где

реализуются программы "НИМА Маркетинг-А".

Теоретическая часть: тест с несколькими предоставленными вариантами ответов на вопросы, а также небольшие кейсы с вопросами к ним.(http :// www . armenianmarketing . com / ru / gallery ? folder =03+ Nima

%2 F 08 gall )

Практическая часть: защита дипломной работы(http://www.armenianmarketing.com/ru/gallery?folder=03+Nima%2F09gall).

6. Описание программы НИМА Маркетинг-

5. Syllabus4 Modules

- Marketing Essentials

The nature and scope for marketing

Marketing orientation and relationship marketing

Planning within the marketing context

Marketing Planning process and marketing audit

Marketing mix – Product and price

Marketing mix – Distribution and promotion

The extended marketing mix

Measuring the effectiveness of marketing activities

- Stakeholder Marketing

The organisation and its stakeholders

Stakeholder relationship marketing I

Stakeholder relationship marketing II

Marketing mix Buyer behaviour and

decision making Dependencies in the

marketing mix Communicating with

stakeholders I

А

Основные темы обучения объединены в 13 модулей.

Модуль А1.1. Маркетинг: философия, система и основные

понятия

Понятие маркетинга

Маркетинг как теоретическая и практическая

дисциплина

Основные термины в маркетинге

Модуль А1.2. Основы стратегического

маркетингового планирования

Модуль А1.3. Анализ внешней среды

Неконтролируемые и потенциально

контролируемые факторы маркетинговой среды

Анализ развития рынка

Поведение потребителей

Исследование рынка

Модуль А1.4 Анализ внутренней среды

Организация работы отдела маркетинга

Определение и описание основных маркетинговых

функций

Системы маркетинговой информации (СМИ) и

Системы Информации Продаж (СИП)

Анализ маркетинговой стратегии и результатов

маркетинговой деятельности

Матрица Бостонской Консультационной Группы

Финансовые показатели

Модуль А1.5. SWOT-анализ

Модуль А1.6. Маркетинговая стратегия

Стратегические варианты маркетинговой стратегии

Сегментация, выбор целевых сегментов и

позиционирование

Модуль А1.7. Товарная политика и торговая марка

Communicating with stakeholders II

- Marketing Information and Research

The role of information marketing

The database and CRM Scope and nature of the

research industry Secondary data Observation research &

qualitative research Quantitative data &

questionaire design Sampling Quantitative analysis &

presentation of results

- Asssesing the marketing Enviroment

The nature of the organisation

The micro environment Analysis of the

competitive environment The natural environment The economic and

international environment

Marketing mix – The political and legislative environment

The technical environment

Environmental information system

Уровни товара

Классификация товаров и маркетинговая политика

Разработка и оценка политики товарного

ассортимента

Разработка и оценка политики торговой марки

Разработка и оценка политики упаковки товара

Этапы жизненного цикла товара и маркетинговая

политика

Процесс разработки товара

Модуль А1.8. Ценовая политика

Методы ценообразования

Внешние аспекты ценовой политики

Внутренние аспекты ценовой политики

Операционные аспекты ценовой политики

Ценовая политика для новых товаров

Другие аспекты ценовой политики

Модуль А1.9. Распределение

Стратегии распределения

Функции, схемы и каналы распределения

Задачи распределения

Физический сбыт

Разработки в распределении и логистике

Модуль А1.10. Маркетинговые коммуникации

Коммуникации

Стимулирование сбыта

Организация общественного мнения

Прямые коммуникации

Модуль GK А2.1. Анализ внешней среды

Поведение потребителей

Исследование рынка

Модуль GK А2.2. Анализ внешней среды

Анализ маркетинговой стратегии и результатов

маркетинговой деятельности

Маркетинг как теоретическая и практическая

дисциплина

Модуль GK А2.3. Маркетинговые коммуникации

Написание практического задания (дипломной

работы)

Диплом

По окончании курса и успешной сдаче экзаменов, участники

получат:

1. Диплом квалифицированного специалиста по маркетингу

("НИМА Маркетинг-А") на английском языке от

Нидерландского Института Маркетинга, аккредитованный

Европейской Конфедерацией Маркетинга (www.emc.be),

2. Диплом Европейской Конфедерации Маркетинга по уровню

EMQF (European Marketing Qualification Framework),

3. Сертификат Армянской Ассоциации Маркетинга об

успешном завершении курса по Маркетингу.

(http :// www . armenianmarketing . com / ru / gallery ? folder =03+ Nima

%2 F 07 gall )

Длительность курса

Занятия начнутся в марте 2011-го года. Общая длительность

каждого курса 72 часа. Тренинги будут проходить в будние дни

(после 18.30), три раза в неделю по 2 часа. В дополнение к

основному курсу введены 12 дополнительных часов для

консультаций с преподавателями и подготовки к экзаменам.

(http :// www . armenianmarketing . com / ru / gallery ? folder =03+ Nima

%2 F 02 gall )

В программе могут принять участие 15 участников (!)

Заполните приложенную заявку и отправьте вместе с резюме по

-Marketing Essentials

SESSION One – The nature and scope for marketing

Explain the evolution of marketing orientation.

Describe the contribution of marketing as a means of creating customer value and competitive advantage.

Describe the factors which contribute to a marketing-orientated approach to running an organisationSESSION TWO - Marketing orientation and relationship marketing

Be aware of the difficulties which might be encountered in developing a marketing orientation within the firm.

Explain the cross-functional role of marketing.

Explain the impact of marketing activities on consumers, society and the environment: marketing ethics.

следующим адресам: training @armenianmarketing.com ,

ama@netsys.am или пр. Баграмяна, дом 2, кв. 28

После отправления заявки по эл.почте позвоните нам в офис, чтобы

ускорить ее рассмотрение:

Be aware of the role of relationship marketing.SESSION THREE – Planning within the marketing context

Explain the importance of objectives, the processes for setting them and the influences upon them.

Identify the various possible organisational objectives.

Show how marketing planning is crucial in a market-orientated organisation.SESSION FOUR – Marketing Planning process and marketing audit

Describe the stages of the marketing planning process

Explain the concept of the marketing audit.SESSION FIVE- Marketing mix – Product and price

Students should be able to: Explain the principles of product planning.

Explain the product life cycle.

Explain the importance of introducing new products and services

Explain the NPD process Explain the effect of price

on the other elements of the marketing mix

Describe different pricing methodsSESSION SIX- Marketing

mix – Distribution and promotion

Define the different components of distribution channels, and show how they work together to create a distribution strategy.

Explain the factors that influence channel and distribution decisions

Evaluate a range of marketing communication tools and consider their usefulness in different circumstances.

Evaluate the range of communications media and consider their impact in different circumstancesSESSION SEVEN - The extended marketing mix

Explain the contribution of people, process and physical evidence to the marketing mixSESSION EIGHT – Measuring the effectiveness of marketing activities

Describe the different methods for measuring marketing outcomes

Explain the adoption of services and products in terms of customer characteristics

Show how a co-ordinated marketing mix contributes to customer satisfaction and competitive advantage

- Stakeholder Marketing

SESSION One – The organisation and its stakeholders

Assess the relative importance of organisational stakeholders on the marketing function, and the impact they have on the organisation’s marketing activities.

SESSION TWO - Stakeholder relationship marketing I

Appreciate the impact of short- and long-term relationships and how these impact on long-term sustainability

Demonstrate an understanding of the range of stakeholders, their needs,importance, influence and impact on the organisation

Explain the key components of relationship marketing e.g. relationship lifecycle model, ladder of loyalty

SESSION THREE – Stakeholder relationship marketing II

Analyse how marketing tools can be used to establish and build trust, loyalty and commitment from stakeholders

SESSION FOUR – Marketing mix

Consideration of how the marketing mix tools can be used to build trust, loyalty and commitment from stakeholders

Consideration of how the different mix elements are used to develop these and deliver value to stakeholders

SESSION FIVE- Buyer behaviour and decision making

Explanation of the decision making unit for B2B and B2C markets and how their behaviour and opinions impact on the development of the co-ordinated marketing mix.

SESSION SIX- Dependencies in the marketing mix

Discuss the long-term benefits of customer retention in relation to Reicheld’s service profit cycle, and adopting CRM.

Explanation of how the marketing mixes can be monitored and how stakeholder satisfaction can be measured, including financial and non-financial measures

SESSION SEVEN - Communicating with stakeholders I

Explanation of how integrated communications mixes are used to meet the

needs of internal and external stakeholders

Identification of a range of tools to support and develop internal customer loyalty e.g. training, secondments, staff enrichment programmes that are fundamental in delivering effective relationship marketing

SESSION EIGHT – Communicating with stakeholders II

Demonstration of an awareness of electronic technologies and how they impact on marketing communications and relationship marketing

Explanation of how branding can be used to support policies on ethics, corporate social responsibility

Demonstration of knowledge and application of a range of monitoring tools to measure marketing communications campaigns

- Marketing Information and Research

SESSION ONE – The role of information marketing

Identify appropriate

information and marketing research requirements for marketing decision-making.

Evaluate the impact of information technology on the marketing function and discuss the challenges facing organisations in collecting valid, reliable and measurable information to support the decision making process.

SESSION TWO - The database and CRM

Evaluate the impact of information technology on the marketing function and discuss the challenges facing organisations in collecting valid, reliable and measurable information to support the decision-making process.

Explain the concept of a marketing decision support system and its role in supporting marketing decisions.

Demonstrate an understanding of the role, application and benefits of customer databases in relation to customer relationship management (CRM)

Identify and explain the

different stages in the process of setting up a database.

Explain the principles of data warehousing, data marts and data mining.

Explain the relationship between database marketing and marketing research, and explain the legal aspects of data collection and usage including the data protection legislation.

SESSION THREE – Scope and nature of the research industry

Discuss the nature and structure of the market research industry

Explain the stages of the market research process

Evaluate a range of procedures and criteria used for selecting a market research supplier in domestic and international markets.

Explain how best to liaise with the research agency on a day-to-day basis to leverage best levels of service, support and implementation and high quality information to support the business case development.

Explain the stages involved in order to develop a full research proposal to fulfill the brief which supports the

information needs of different marketing projects.

Evaluate the ethical and social responsibilities inherent in the market research task

SESSION FOUR – Secondary data

Discuss the uses, benefits and limitations of secondary data

SESSION FIVE- Observation research & qualitative research

Evaluate the various procedures used for observing behaviour

Identify and evaluate the various techniques for collecting qualitative data

SESSION SIX- Quantitative data & questionaire design

Identify and evaluate the various techniques for collecting quantitative data

Identify and evaluate the various techniques for undertaking experimentation

Design a basic questionnaire and discussion guide to meet a projects’ research objectives

SESSION SEVEN - Sampling

Explain and evaluate different sampling

approachesSESSION EIGHT – Quantitative analysis & presentation of results

Review the key elements and formats when reporting or presenting marketing information to decision-makers.

- Asssesing the marketing Enviroment

-

SESSION One – The nature of the organisation

Appreciate the various types of organisation within the public, private and voluntary sectors

Assess the relative strengths and weaknesses of different types of organisations

Understand the diversity of organisations and their objectives.

Understand the nature of organisations as open systems and the environmental influences that affect them.

SESSION TWO - The micro environment

Appreciate the scope and complexity of the marketing environment

Become aware of the importance of stakeholder interrelationships within the micro environment

Be able to classify the various external elements and influences

Recognise the significance

of future environmental challenges and their importance for developing marketing strategy and planning

Assess the marketer’s potential for influence in the micro-environment

Understand the impacts of pressure groups such as consumerists and environmentalists

SESSION THREE – Analysis of the competitive environment

Appreciate the competitive environment and the importance of monitoring rivals.

Understanding the process of competitor analysis and assess the marketing implications arising for the organisation.

Identify strategies to improve profitability.

Weigh out the significance of competition policies and their impact on the market environment

Recognise and access key sources of information relevant to understanding the micro-environment.

SESSION FOUR – The natural environment

Appreciate the breadth and significance of the external environment

Undertake an identification and assessment of environmental threats and opportunities facing an organisation of your choice

Appreciate the implications of the natural environment for marketers

Access and assess relevant

data on the business environment in a time- and cost-effective manner

Recognise and assess relevant data on the business environment in a time- and cost-effective manner

Recognise the potential significance of emerging environmental challenges to effective marketing in the present and the future

Have acquired an insight into key demographic changes and their marketing implications

Have recognised the interrelation of the socio-cultural environments

Appreciate the processes leading to the development of social and cultural values

Be able to assess the meaning and implications of socio-cultural changes

Understand and apply concepts such as lifestyle, reference groups and social class

Have considered emerging trends and their potential impact on the marketer

SESSION FIVE- The economic and international environment

Understand the basic workings of the economy

Evaluate measures of economic activity and the limitations of economic indicators

Understand the nature of macro-economic objectives and the role of the government

Assess the likely effects of alternative economic and

trade policies Evaluate economic impacts

and implications for marketers in different types of organisation

Identify the implications of the international environment

SESSION SIX- Marketing mix – The political and legislative environment

Consolidation of the candidate’s understanding of the political environment and its organisational impacts

Reinforce your grasp of the points of political pressure and influences

Distinguish between different forms of regulations

Appreciate the essential features of a complex legislative framework

Assess the significance of legislation for marketers and key stakeholders

SESSION SEVEN - The technical environment Understand the role of

business in the development and diffusion of new technology

Appreciate the factors driving and limiting change in the technical and information environment

Recognised the importance of monitoring and forecasting technical change

Explore the role of information, and the significance of the information revolution

SESSION EIGHT – Environmental

information system Appreciate the complex

nature of the marketing environment and how its challenges might best be managed in marketing terms

Understand the role of a marketing information system (MkIS) and the importance of information to organisations

Explain the nature and importance of marketing research

Understand the key problems associated with forecasting change in the marketing environment

Appreciate the continuing impact of information communication