Marketing theory doesn't stand still, and neither do consumers. The strategies that worked ten years ago rarely explain how today's customer discovers, evaluates, and chooses a brand.

This training course, designed by the Arab British Fellowship Training Academy, walks participants through both the theoretical shifts reshaping marketing and the practical tools needed to apply them. It covers the importance, objectives, principles, and guidelines for building these trends into real commercial and marketing research projects, from planning through execution.

Who Should Attend?

• Current and prospective professionals in business and marketing research.
• Researchers working within companies, public services, and non-governmental organizations.
• Managers who rely on commercial and marketing research services.

Program Objectives

• Understand historical and current marketing trends and their implications for planning and running business and marketing research.
• Recognize the effects of post-marketing modernity and how to respond to new consumer thinking and behavior in commercial and marketing research.
• Understand and apply the implications of relationship marketing within business and marketing research.
• Understand the shift from a productive to a service economy, and apply the practical implications of a customer-centric organization.
• Close the knowledge gap for academic staff by keeping pace with the latest findings applied in day-to-day marketing practice.

Module 1: Where Marketing Theory Stands Today

• Historical and current trends in marketing, and what they mean for planning and running commercial and marketing research.
• Postmodern marketing and the rise of a new generation of consumers.
• The rise of relationship marketing: connecting with customers and enriching their experience.
• The shift from a product-based economy to a service economy, and what it means for a customer-centric organization.
• Bridging the gap facing the academic employee in daily marketing practice.

Module 2: Brand Management Essentials

• The basics of brand management.
• Moving a brand from one product to another.
• Strategic considerations for trademarks and intellectual property rights.
• Brand support and communications services.
• Protecting and preserving the brand.
• Building brand expertise alongside corporate social responsibility.

Module 3: From Audience to Strategy

• Defining and classifying the target audience.
• Building a marketing strategy and a complete marketing plan.
• Understanding marketing funnel theory.
• Understanding the customer life cycle.
• Creating content that actually works.

Module 4: Running Campaigns Across Digital Channels

• Creating a registration form.
• Launching marketing campaigns and measuring their impact.
• Search engine marketing.
• Paid advertising.
• Social media marketing.
• Video marketing.
• Marketing through mailing lists.
• Content marketing and building a digital identity.
• Core skills every e-marketer needs.
• Influencer marketing.
• Rapid growth hacking techniques.

Module 5: Tools, Applications, and Follow-Up Mastery

• The most important e-marketing tools, brought together in one system.
• Tools every smart marketer should use.
• Applying marketing funnel theory in practice.
• The secret to documenting follow-ups effectively.