Course Overview

The Certified Marketing Professional (CMP) Certification is designed to provide learners with a comprehensive and advanced understanding of key marketing domains, helping them build strong practical and strategic expertise in the field.

This programme introduces participants to the core principles of marketing strategy, including how marketing plans are formulated, implemented, and controlled within an organisation’s marketing function.

Learners gain insight into both theoretical and applied aspects of marketing planning, enabling them to analyse different market situations and apply appropriate marketing strategies and tools effectively. The course also examines the internal and external factors that influence marketing decisions, as well as the broader role and impact of marketing strategies within business and social environments.

This is a preparatory certification course, designed to equip participants with the knowledge, skills, and confidence required to pursue the CMP certification in the future, should they choose to do so.

Agenda

Day — 1 Marketing Concepts

• Understanding the evolution of the marketing concept, from production and product orientation to modern customer-centric and relationship-based marketing approaches
• Exploring the relationship between marketing and selling, highlighting how marketing focuses on value creation and long-term customer satisfaction, while selling focuses on short-term transactions
• Defining the scope of marketing management, including market analysis, strategy development, implementation, and control of marketing activities
• Learning how to develop the marketing mix for products and services, including the extended 7Ps framework (Product, Price, Place, Promotion, People, Process, Physical Evidence)
• Understanding how to manage the marketing effort, including planning, coordination, execution, and performance evaluation of marketing activities

Day — 2 Marketing Audit & Planning

• Understanding the marketing environment, including internal and external factors influencing business performance
• Exploring marketing analysis techniques, such as SWOT, PESTLE, and market trend analysis
• Understanding the purpose and structure of a marketing audit, and how it evaluates marketing effectiveness
• Conducting competitive analysis to assess market position, strengths, weaknesses, and strategic opportunities
• Performing customer analysis to understand needs, behaviours, and value expectations
• Learning the structure of marketing planning, including format, content, and implementation process

Market Segmentation, Targeting & Positioning (STP)

• Understanding the bases of market segmentation (B2C) such as demographics, psychographics, behavioural, and geographic factors
• Exploring B2B segmentation bases, including firmographics, industry type, purchase behaviour, and organisational needs
• Profiling market segments to identify key customer characteristics and behaviours
• Identifying criteria for successful segmentation, such as measurability, accessibility, profitability, and distinctiveness
• Understanding market targeting strategies, including differentiated, undifferentiated, and concentrated approaches
• Learning market positioning principles and how brands create unique perceptions in customers’ minds
• Following the complete STP process, from segmentation to targeting and final positioning strategy

Day — 3 Marketing Communication & Campaigns

• Understanding the elements of the communication process, including sender, message, encoding, channel, receiver, and feedback
• Identifying the goals of promotion, such as awareness, persuasion, brand building, and customer retention
• Learning the steps in creating a promotional campaign, from planning and message development to execution and evaluation
• Understanding the AIDA model (Attention, Interest, Desire, Action) and its role in consumer response behaviour
• Evaluating the advantages and disadvantages of different media types, including digital, print, broadcast, and outdoor media
• Understanding media scheduling strategies, such as continuous, pulsing, and flighting approaches
• Learning how to evaluate promotional campaigns using performance metrics, feedback, and ROI analysis

Day — 4 The Product Life Cycle: A Strategic Approach

• Introducing the Product Life Cycle (PLC) concept, explaining the stages of introduction, growth, maturity, and decline and their strategic implications
• Understanding the promotion mix and how it aligns with overall marketing objectives
• Exploring the characteristics of key promotional tools:
  • Public Relations (PR)
  • Personal Selling
  • Advertising
  • Sales Promotion
• Learning how promotion mix strategies change across different stages of the product life cycle
• Understanding push and pull strategies and how they are used to influence channel partners and end consumers effectively

Day — 5 Marketing Research

• Understanding marketing research and its role in supporting informed marketing decision-making
• Exploring the marketing research process, including problem definition, research design, data collection, analysis, and reporting
• Identifying types and sources of data, including primary and secondary data, and their relevance in research studies
• Learning principles of questionnaire design, including question types, sequencing, clarity, and avoiding bias
• Exploring different types of research methods, such as:
  • Observation research
  • Mystery shopping
  • Survey-based research
• Understanding how different research methods are applied to gather insights into customer behaviour and market trends

Learning Outcomes

By the end of the Certified Marketing Professional (CMP) training programme, delegates will be able to:

• Understand and investigate the core concept and process of marketing
• Apply key concepts of segmentation, targeting, and positioning (STP) in practical marketing scenarios
• Identify, analyse, and apply elements of the extended marketing mix across different markets and contexts
• Use the extended marketing mix effectively across diverse customer segments and industries
• Define and understand the overall marketing framework within a business organisation
• Conduct marketing audits and environmental analysis, including micro and macro environmental factors
• Apply tools, models, and best practices to build an effective marketing and sales management system
• Develop strategies and initiatives to create and sustain competitive market advantage
• Plan, design, and execute advanced marketing strategies aligned with business objectives

Who Should Attend

The Certified Marketing Professional (CMP) training course by Transformentors Academy is ideal for:

• Marketing managers
• Digital marketing specialists
• Marketing or sales professionals
• Graduates in management, engineering, business, or communication
• Entrepreneurs and business owners
• Marketing consultants
• Marketing graduates and postgraduates