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Course Title:
Marketing the SME Customer Base
Course Overview:
A four-day training program designed to provide managers with credit and marketing responsibilities a comprehensive understanding of terms, concepts and tools used in business to business (B2B) marketing and marketing research.
Who will benefit from this course?
Marketing the SME Customer Base is designed for senior and middle level managers with credit and marketing responsibilities; including but not limited to Branch Directors and Department Heads of Vietnamese commercial banks.
Course Content:
This program provides the participants a comprehensive understanding of terms, concepts and tools used in business to business marketing and marketing research, as well as an opportunity to apply tools and concepts as they develop a strategic marketing plan for a joint stock bank incorporated within the program's case study exercise.
How this course will help you meet the challenges of your career and today's market? Completing this course, you will:
• Understand terms and concepts used in marketing and market research;
• Understand the steps involved in developing and planning a market research project;
• Understand the relevance and importance of the various sections of a marketing plan suitable to address the needs of the head office and branch management of a Vietnamese Joint Stock Bank;
• Be able to contribute to the collection, development, and/or refinement of information used for a strategic marketing plan;
• Understand the steps required to develop and implement a SME marketing plan within your local and regional markets.
Instruction:
The course combines lectures, case studies, classroom discussions and role-playing to provide the participants with a comprehensive understanding and opportunity to apply tools and concepts used in business to business marketing and market research.
Case studies, reflecting market conditions in Vietnam and addressing the needs of the participants have been specifically developed for this training program. One case study involves a joint stock bank try to understand the variables influencing customer satisfaction. Another case study requires the participants to complete key elements of a strategic marketing, including conducting a competitor analysis, SWOT analysis, assessing market demand, and presenting their recommended marketing mix, for a joint stock bank that directly competes with two state-owned commercial banks and three joint stock banks.
In addition, the training program uses pre and post training examinations to assess the participants' knowledge prior to the training program as well as the impact (benefit) of the training program. The use of the pre and post training examinations is considered an extremely useful human resource management tools.
Experienced practitioners with developed training skills, deliver this training program at the client site. Each participant will receive a proprietary DKG Course Manual.
Duration of Training Program: Four Days
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