A product can be the best in its category and still fail commercially: without smart marketing behind it, it simply never reaches the customer, sales never materialise, and eventually the business has to shut its doors. Poor marketing produces the opposite of what any company is trying to achieve.

What makes the difference is an effective marketing policy: one that puts the customer first, then factors in the nature of the product, its price, and how it gets distributed. This training course from the Arab British Fellowship Training Academy walks employees through how that policy gets built, and the value a well-executed marketing process delivers to any organisation offering goods, services, or ideas to its customers.

Who Should Attend

• Employees working in marketing, including marketing and advertising managers and heads of marketing departments.
• Business and company owners.
• Managers and directors of companies and institutions.
• New and mid-level managers in wholesale, retail, and sales environments.
• Staff responsible for financial departments in commercial companies.

What Participants Will Take Away

• The benefits marketing delivers and why they matter.
• The different marketing methods, and how to meet customer needs by understanding their current and future demands.
• How to develop goods and ideas that fit what customers actually need.
• How to make it easier for customers to find the right solutions through your products.
• How to identify the best ways to promote a company’s products and services.
• How to choose marketing channels that fit the business, factoring in cost, return, and promotional method.
• Strategic marketing choices: pricing, storage, promotional activity, and the surrounding environment.

Module 1: Understanding Your Market First

• Conducting market research to inform policy development.
• Segmenting and analysing target audiences for better reach.

Module 2: Defining the Policy’s Purpose and Scope

• What a marketing policy actually covers, and where its boundaries sit.
• The role a marketing policy plays in achieving business objectives.

Module 3: Brand Positioning and a Consistent Voice

• Creating a strong, unique brand position and differentiating through value.
• Keeping brand messaging consistent across every channel.
• Crafting a brand voice that actually resonates with the target audience.

Module 4: Setting Goals You Can Actually Measure

• Establishing clear, measurable marketing objectives.
• Identifying the performance indicators that track policy effectiveness.

Module 5: Turning Strategy into a Working Policy

• Integrating digital, social, and traditional marketing channels.
• Defining the policy elements needed for long-term marketing success.
• Setting budget priorities and allocating resources to maximise impact.

Module 6: Tracking, Adjusting, and Learning from Real Cases

• Key metrics for evaluating marketing policy success, and using feedback and analytics to refine it.
• Adapting policies to evolving market trends and shifting consumer behaviour.
• Real-life case studies and hands-on exercises in developing a marketing policy.