Marketing Management

This two-day seminar will enable both the new and experienced marketing manager or business owner to guide the marketing activities of the firm. The focus of this seminar is to force one to think through the details of bringing your HVAC/R services to market. The graduate from this seminar will have the tools and training to perform the marketing management functions.

Who Should Attend

New or experienced marketing managers, marketing representatives wishing to become marketing managers, and business owners.

Skills and Insight Gained

• Ability to effectively direct the marketing management process.
• Skills to effectively research and analyze market opportunities.
• Ability to select profitable target markets and to identify success requirements.
• Ability to understand the skills necessary to identify your firm’s market position relative to your competitor’s.
• Insight to strengthen your firm’s major weaknesses and capitalize on its strengths.
• Ability to develop clear marketing strategies and concise tactics.
• Skills to develop a successful Strategic Marketing Plan.

What You Will Learn

Day One
8:30 AM–4:30 PM

Conducting Marketing Research

This section covers the role of new technologies in lowering the cost of research, and the advantages in reducing research costs and the time it takes to properly do it. Participants are given the tools to perform marketing research using secondary sources of information and simple methods of gathering primary sources of information.

Analyzing Opportunities and Selecting Target Markets

This section instructs the participants on how to identify market opportunities by developing target market profiles that include market size, growth potential, and the who, what, when, where, why and how these target markets buy HVAC/R services.

Competitor SWOT Analysis and Profiling

This section provides strategies to identify and gather competitive intelligence using the latest technology and the most cost-effective ways to find out about direct and indirect competitors. This section stresses the importance of developing competitor profiles to identify weaknesses in your firm’s offerings to your selected target markets that could be used to develop positioning strategies.

Company Strengths, Weaknesses, Opportunities, Threats (SWOT) Analysis

This section shows how to develop a clear understanding of how your firm and its services are positioned within its selected markets by looking at its marketing, financial, and organizational competencies in comparison to the competition. This section stresses the importance of positioning the firm to succeed in its markets by strengthening its weaknesses and exploiting its strengths.

Day Two
8:30 AM–4:30 PM

Designing Market Strategies

This section provides methods on how to develop products (service packaging), promotion, and channels (direct sales, direct mail, and telemarketing) to be used in reaching its target markets. Topics include forecasting sales, costs, and profits for new and repeat business.

Developing the Strategic Marketing Plan

This section shows how to take the outputs of the above marketing tasking efforts to develop a Strategic Marketing Plan. The plan includes an Executive Summary, Current Marketing Situation, Opportunity and Issue Analysis, Objectives, Marketing Strategy, Budgeting, Action Programs, Projected Profit-and-Loss Statement, and Controls and Contingency Plans.

Case Studies

Analyze real life case studies and practice all of the functions necessary to develop and implement Strategic Marketing plans.

Marketing Management Resource Guide

All of the course materials and workbook case studies are presented in a Strategic Marketing Management Resource Guide, which each student receives at the beginning of the program.