|COURSE : CERTIFIED MARKETING & SALES RISK PROFESSIONAL|
|Course Overview||Marketing risk is the potential for losses and failures of marketing. This includes risks related to pricing, product development, promotion, distribution, branding, customer experience and sales. The following are common types of marketing risk.|
Although sustainability continues to grow as an important business concept, focusing on sustainability in marketing entails significant risks that need to be addressed. These risks can cause problems with a company’s marketing plan, short and long term.
|Training Duration||Total Training Hours : 24 -30 Hours |
Training Duration : 1 Week
Total Training Days : 5 Working Days
|Training Schedules||Weekdays (Sunday to Thursday)|
Regular Sessions : 6 Hrs Per day (9am to 2pm or 3.00pm to 9.00 pm)
Food & refreshments Included
WeekEnds (Friday & Saturday)
Fast Track Sessions: 8 Hours per day (9am to 5pm)
Food & refreshments Included
1) Certificate from Laurels Training Institute, Attested by Knowledge & Human Development Authority (KHDA) government of Dubai, UAE - With Online Worldwide recognition facility
2) Certificate from American Institute of Professional Studies (AIPS) from USA (After 15 Days of course Completion which will couriered to the attendees office address) - With Online Worldwide recognition facility
|Course Material||Hard & Soft Copies of Study Material|
|Language of Instruction||English|
|Instructor Helpline||Yes |
2. Social Media (For Emergency requirements)
|Registration Requirements||1. Passport Copy|
2. Curriculum Vitae
3. Passport size photographs
4. Course Fee
|Mode of Payment:||Cash / Cheque / Credit Card / Bank Transfer.|
(Who should attend this training)
|Risk Managers- Internal Auditors- Accountants- Backoffice Employees- Controllers- Managers- Compliance- Regulators- Sales & Marketing Team Leaders / Managers / Senior Managers|
|Course Benefits||The potential for losses and failures of marketing can be understood and managed through risk register|
Greenwashing is the use of green marketing to give the incorrect impression that the company’s strategy, operations, and products are designed to be beneficial to the environment. The company attempts to market their green credentials to improve their public image to generate greater sales through positive “spin.” Companies embarking on this path are taking a significant risk because exposure of the company’s true activities and footprint could result in a relatively large negative impact on all elements of the marketing and public relations plan and eventually sales and profitability. Even companies that are sincere but are perceived to be insincere by the public can suffer grave consequences. It is imperative for companies employing sustainability marketing to be genuine in their motivation and effective in its execution. The damage done by even a hint of insincerity or with poor execution is potentially irreversible.
|Course Contents / Outline||Marketing risk is the potential for losses and failures of marketing. This includes risks related to pricing, product development, promotion, distribution, branding, customer experience and sales. The following are common types of marketing risk.|
Brand Risk A valuable brand is at constant risk of losing brand value due to competition and failures such as a rebranding that results in declining brand awareness.
Product Development Risks related to developing and launching a new product. Completely new products typically have a reasonably high failure rate at launch. Product development also involves project risk and innovation risk.
Demand Risk The risk that demand for your products or services will fall or fail to materialize. This can occur due to shifts in customer needs and preferences. Demand can also suddenly fall due to an innovation that makes a product obsolete.
Concentration Risk Dependence on a small number of products, regions or customers for your revenue. For example, a firm that generates 80% of revenue from 5 customers.
Price Risk Price related risk such as a price war.Distribution RiskDistribution risks such as channel conflict, loss of partners and inventory risk.
Operations Risk A broad class of risks that includes anything that can potentially go wrong with your core business processes. For example, a manufacturing problem that results in a delayed product launch or a supply chain problem that results in poor inventory levels.
Reputation Risk The risk of negative events such as poor customer service damaging your reputation. Reputation risk can be seen as a gap between how you want to be viewed as a brand and how you behave as a firm.
Sales Risk Risks related to sales processes. For example, a high performing salesperson quits and is able to attract many of your biggest accounts to their new company.
Corporate Image Risks The last risk classification deals with the risks to corporate image that can occur when pursuing sustainability marketing activities and goals. Although all marketing activities have implications for corporate image, sustainability marketing activities can create a higher level of positive or negative impact on image. This is probably because sustainability is a more altruistic and noble cause versus other business objectives and also increasingly of interest to the media and general public and therefore a highly visible company activity.
Operating Risks Chasing the opportunity presented by the growing awareness of sustainability also can create operating risks that need to be addressed during marketing plan development and execution. Much discussion on this subject has taken place, and the issues are fairly straightforward. The following operating risks are associated with pursuing sustainability initiatives as part of a marketing plan:
Loss in profitability Loss of focus