In-Company Short Training Courses in Supply Chain Planning.

Course Title: Marketing & the Supply Chain Function.

The course is designed to:

This module provides a sound overview of the marketing process as undertaken in large commercial organisations and shows how marketing strategy determines procurement strategy in different business contexts including in the consumer and industrial and service sector.

Course aims:

To develop an understanding of how the marketing function operates in the organisation at both corporate and operational level. How it translates corporate objectives into product strategies that then determine the form and strategic direction of the procurement function at business unit and strategic levels.

Learning outcomes – At the end of the module students will be expected to be able to:

  • Demonstrate how the marketing department is structured and organised in forms that align with strategy and function.
  • Relate the importance of marketing led theories to modern commercial practice.
  • Show how customer needs and buying behaviour is the cornerstone of marketing strategy.
  • Recognise the components that go to make up the concept of the Marketing Mix – product, place, promotion and price.
  • Prepare early stage marketing research activities.
  • Know how Marketing is connected to its stakeholders and in particular how it connects to the sales and procurement functions.

Indicative Content:

The strategic role of Marketing:

  • The rise of the market led enterprise.
  • The link between Corporate, Marketing, Operations, Procurement and Supply Chain strategies.
  • Developing Marketing Strategies and applying Porter’s theories.
  • Porter’s value stream analysis.
  • The Marketing Plan.

Marketing in action – The Marketing Mix:

  • Product, Price, Promotion, Place.
  • Product: portfolio, development, branding, life cycle, the challenges of product introduction.
  • The Boston Consulting Group matrix.
  • The GE product portfolio analysis tool.
  • Price: pricing options, price elasticity, competition strategy, costing models.
  • The shift from make to buy.
  • Promotion: advertising, e-marketing, the press, word of mouth, social media marketing.
  • Who are our customers?
  • Sales models and the promotional mix; Technical selling, Features selling, Personal selling,
  • AIDA and other sales models.
  • Place: the importance of the product distribution decision, typical channels to market, cost reach and target assessment, managing the distribution network, ownership or outsource?
  • Legal arrangements.
  • The E-Commerce phenomenon and channels to market.
  • Measuring overall performance; analysing the contribution of components for success.
  • The international marketing challenge.

Market Research:

  • The challenge of measuring the impact of marketing.

Marketing and strategic corporate relationships:

  • Key internal stakeholders.

Marketing the Supply Chain function – A case study based review of marketing in action:

  • Who are our customers?
  • What are our objectives?

Further reading:

The course will identify and cover in full detailed learning outcomes required for assessment purposes. However, if you wish to read further in order to supplement your learning and cement your understanding of the course, content, aims, and purposes, we recommend the following book(s):

Principles and practice of marketing – David Jobber.