Marketing and Business Development
Online marketing – understanding the business
With the explosion in online usage especially with mobile devices and smartphones, marketing is increasingly being directed through SMS, apps & emails . It is important for any institution with customers to keep abreast of the rapid changes in this field.
Objective:
This Program will help participants to:
Ø Effectively plan an online marketing campaign
Contents:
Ø Digital marketing
Ø Campaigns – pros and cons
Ø Email marketing
Ø SMS, Mobile marketing – customize & leverage mobile capabilities
Ø Legal aspects, regulations, opting out
Ø Customer acquisition & retention
Ø Developing content, offering value
Ø Design
Ø Deliverability, avoid looking like spam
Ø Measuring campaign’s success
Ø Social media & the death of email ?
Ø Innovations & the future ?
Methods:
Lecture, slides, case studies, discussions & exercises
Target Audience
Public Relation, Marketing staff – Junior and Senior, Digital designers, Project Managers
Language :
The program will be conducted in HTML and some English
Duration :
12 hours, 2 days, mornings & afternoons
Online marketing – Mobile/SMS/chat
Mobile technology has already fundamentally transformed personal communications, but with mobile becoming ever more ubiquitous, driving increased social media activity and allowing digital communications channels to be accessible on the move, it is having a huge impact on how organisations, businesses and brands talk to customers.
Objectives :
This Program will help participants to:
Ø Understand the mobile marketing landscape
Ø Examine the sector's rapid evolution and consider current and future trends.
Ø Focus on practical skills and cutting-edge case studies
Ø Knowledge of the technologies and terminology of mobile and best practice guidelines
Ø Be able to articulate the benefits and opportunities of a mobile strategy, and how this fits into a multichannel approach.
Contents:
Ø Mobile technology - from text and calls to convergent connected devices; how have these technologies developed and how are consumers using them?
Ø Mobile Marketing - sales promotion, mobile advertising, mCRM, brand engagement, advertising response, mobile experimental.
Ø Mobile and Social - these two media channels are growing together to dominate all others in the minds of the next generation of consumers, and in particular, social location. How brands have and can use social location to engage their customers.
Ø mCommerce - From acquisition to transaction, mobile is now a complete end to end channel. From mobile commerce sites, to in-app payments and NFC, consider how businesses can and must generate real revenue through the mobile channel.
Ø Mobile Strategy - as the mobile channel proliferates in both technology and consumers, a strategic approach to mobile becomes even more imperative. Mobile strategy considers the possibilities for the channel, the business objectives and processes, where customers are in the mobile landscape and the future roadmap.
Ø Mobile Apps and Internet - Many brands have used apps to engage with customers, but what goes in to building the perfect mobile app? The rapid growth of the mobile internet has extended the possibilities even further. How can these powerful tools be deployed to assist brands get their message across and use services in more innovative and convenient ways?
Methods:
Lecture, slides, case studies, discussions & exercises
Target audience:
Public Relation, Marketing staff – Junior and Senior, Digital designers, Project Managers
Language :
The program will be conducted in English
Duration :
12 hours, 2 days, mornings & afternoons
Customer Segmentation Strategies - aDVANCED
Effective business development strategies most often begin with market segmentation. We define market segmentation as the grouping of customers and non-customers with similar characteristics. These characteristics include demographic as well as economic attributes. Segmentation is useful to the extent that customers within a segment have similar purchasing behavior and/or profitability that differ from customers in other segments. Many companies segment their markets and customers using a matrix approach that groups customers along several dimensions
Objectives:
This Program will help participants to:
Ø Define and understand the concept of segmentation
Ø Appreciate several models and implement one
Ø Add value to their banks services by directly targeting and focusing on specific segments
Ø Guide research and product development initiatives more appropriately
Contents:
Ø Customer Segmentation Definition
Ø Informing short and long-term customer investment allocation decisions
Ø Establishing customer development and management roadmaps
Ø Tailoring program configuration: product, value proposition, pricing, channel and message
Ø Guiding and prioritizing research and product development initiatives
Ø Making Customer Investment Decisions
Ø Managing Customer Relationships
Ø Tailoring Marketing Programs
Ø Guiding Product Development and Research
Ø Model development
Ø Model implementation and consulting
Method:
Lecture-discussions, individual and group assignments, role plays, exercises and case studies
Target Audience:
Marketing Managers, Marketing professionals, Business development Managers, Line Managers involved/interested in marketing and selling
Language:
The program will be conducted in English
Duration :
18 hours, 3 days, mornings & afternoons
CUSTOMERS RELATIONSHIP MANAGEMENT
Banking is increasingly becoming a competitive business where bankers have to maintain an excellent relationship with customers to be able to maintain their share in the local market.
Objectives
§ To increase participant’s awareness of the importance of customer service principles
§ To develop participant’s understanding of customers needs and ways to satisfy them
§ To understand customer's buying behavior
§ To understand selling skills and attitudes a sales person should have
§ To know stages of personal selling, and styles in convincing customer to buy
§ To understand negotiation in selling , time management for improving sales, and selling on the phone
Contents
§ Basic sales techniques
§ Problems during the sales process
§ Ways of defining customer needs and tools used to satisfy these needs
§ The customers buying behavior
§ Customer service concept and Service circle
§ Attitudes & Selling skills a sales person must have
§ Kinds of selling promotions categories and customers
§ Selling Skills:
- Convincing Customers
- Negotiations in selling
- Sales Time Management
- Selling on the phone
Methods
Lecture-discussions, workshops, exercises and case studies
Target Audience
Banking employees who are involved directly in selling to the customer
Language
The Program will be conducted in Arabic.
Duration
The Program will be conducted for 7.5 weeks (Twice weekly). Sessions will be held from 5.00pm – 8.00pm plus fifteen minutes break, and two hours for the final exam.
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