Jethro Lmi

Certified Marketing Analyst (CMA)

The AAPM American Academy of Project Management was originally established in 1996 by the Founders Board of the Graduate Institute of Executive Leadership and Development which was a College Chartered Organization in America. The CMA® AAPM® Certification program was founded in the USA by the Board of Standards.

About the Course

Certified Marketing Analyst ™ Program will uncover marketing strategies and technologies which are essential for success in the global changing competitive landscape.

Course Overview:

By Attending This Course You Will:

  • Better comprehend the changing marketing environment for financial institutions in the Global Marketplace and Local region

  • Understand the integral role of marketing in the development of new banking products and services

  • Know how to deal with increased competitive pressure coming from the big global banks

  • Understand customer behavior, segmentation and specific market and pricing strategies

  • Learn how to position your institution to the most valuable high-net-worth Individuals

  • Improve the components of effective relationship management

  • Discover how to develop a multi-year marketing strategy for services and products in your organization

  • Gain long term competitive advantage

Who Should Attend? Marketing Analyst

This highly practical qualification has been specifically designed for:

  • Marketing Managers

  • Marketing Practitioners

  • Advertising and PR Agency Executives

  • Customer Relationship Managers

  • Product Line Managers

  • Sales & Promotions Managers responsible for services marketing

Marketing Analyst Course Overview

The course has been designed to teach the practical marketing techniques and skills required by marketing and customer relationship professionals. It covers nine major subject areas and utilises a variety of training techniques. The key areas of the agenda include:

  • The competitive environment

  • The role of marketing

  • Customer behavior

  • Developing new products and services

  • Pricing strategies

  • Promotion and communication

  • Distribution and multi-channel considerations

  • CRM and marketing strategy and planning

The emphasis is practical and pragmatic rather than theoretical, with real case studies from some of the world’s leading institutions.

Course Objectives

  • You will learn to use demonstrated marketing strategies that will enable you to help your organization (or in the case of agencies – clients) compete in an increasingly competitive market.

  • This course is also designed to enhance the documentation of marketing teams which will reduce planning time and enhance business cases to support new products and campaigns.

Marketing Analyst – Module One

  • Setting The Scene

  • The Role Of Marketing

  • Marketing then and now

  • Five myths of marketing

  • The five-step marketing management process

  • The role of marketing strategy in corporate strategy

  • Changing service models

Marketing Analyst – Module Two

  • Marketing Research For Management Decision Making

  • Developing And Using Market Intelligence

  • Market research and MIS

  • Reasons, needs, and Q’s

  • What Kinds Of Information A Company Needs

  • Macro-environment

  • Task environment

  • Consumers

  • Collaborators

  • Competitors

  • Company environment

  • Control mechanisms

  • Methods Of Gathering Information

  • Principle research methods

  • The research brief

  • Questionnaire design guidelines

  • Managing Company Information

  • Management information center

  • Organization and mission

Course Objectives

Objectives
Marketing Analyst – Module One
Marketing Analyst – Module Two
Marketing Analyst – Module Three
Marketing Analyst – Module Four
Marketing Analyst – Module Five

– You will learn to use demonstrated marketing strategies that will enable you to help your organization (or in the case of agencies – clients) compete in an increasingly competitive market.
– This course is also designed to enhance the documentation of marketing teams which will reduce planning time and enhance business cases to support new products and campaigns.

Setting The Scene
The Role Of Marketing
– Marketing then and now
– Five myths of marketing
– Five step marketing management process
– The role of marketing strategy in corporate strategy
– Changing service models

Marketing Research For Management Decision Making
Developing And Using Market Intelligence
– Market research and MIS
– Reasons, needs, and Q’s
What Kinds Of Information A Company Needs
– Macro-environment
– Task environment
– Consumers
– Collaborators
– Competitors
– Company environment
– Control mechanisms
Methods Of Gathering Information
– Principle research methods
– The research brief
– Questionnaire design guidelines
Managing Company Information
– Management information center
– Organization and mission

Understanding Consumer Behavior And Its Impact On Marketing In The Services Arena
Understanding Consumer Behavior
– Behavioral drivers for retail customers and private banking clients
– Behavioral drivers of institutions and business to business banking
– The buyer decision process
Segmentation And Targeting
– How banks find, target, and develop relationships with valuable customer segments
Pricing Strategies
– Customer understanding of prices and how they can be managed
– Competing effectively on price and how to avoid price wars

Brand Marketing And The Marketing Mix
Brand Management
– Branding for ‘me’ – the key differentiator, establishing positioning, building and sustaining equity and loyalty
– The vital role of brand management
– Steps in developing a strong brand
Designing The Marketing Mix
– The four ‘P’s or should it be five, six, or seven?
– The effective marketing communications mix
– The creative brief
– Planning integrated marketing communications campaigns

Relationship Marketing And Customer Relationship Management
Creating And Sustaining Relationship Strategies
– The importance of relationships for customers
– The importance of relationships for banks
– Components of an effective relationship
– Creating and sustaining relationship strategies
Multi-Channel Relationships
– The customer e-journey

About Us

In the first few years of its existence, Jethro-LMI provided International certifications for Business and Public organizations. From 2011 onwards by adopting other courses and services the Institute gradually started to gain momentum and expand its target groups.

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