Certified Marketing Professional Preparation Course

Course Overview

The Certified Marketing Professional (CMP®) program is designed to demonstrate how marketing creates value for shareholders and to provide managers with the practical tools for developing and evaluating marketing strategies using modern shareholder value analysis. Accredited by the Sales and Marketing Institute (SMI) International based in Australia, participants of the program shall be eligible for the certification process to become globally recognized Certified Marketing Professional (CMP®).

Marketing has not had the impact on management that its importance merits. The CMP® program reformulates marketing, making it more relevant and establishing it on a sounder intellectual basis. It redefines marketing's role as contributing to this task of shareholder value creation. This program explores how this affects marketing planning and decisions about brands, pricing, communications, distribution and the internet.

Course Objectives

  • Understanding how delivering value to customers is the basis for creating shareholder value.
  • Understanding the increasing importance of measures of customer satisfaction, loyalty and trust in modern businesses
  • Identifying the alternative ways growth can be achieved and how it can be linked to value creation
  • Analyzing when diversification outside the company's traditional products and markets makes sense.
  • Measuring performance using the Balanced Scorecard approach
  • Understanding the key components of a value-based marketing strategy
  • Learning how to build a successful brand equity and how it create value for shareholders.
  • Structuring portfolio of brands systematically to control costs and maximize its effectiveness.
  • Developing product-line pricing strategies, customized pricing, international pricing and promotional pricing strategies

Course Content

This program is helpful for those people who are although working in the marketing sector as a professional or marketing manager. After this program the marketer will develop the strategic plan with financial, BCG & GE Model analysis. Also he would be able to devise the segment and choose the appropriate strategy.

  • How to build the corporate Strategic Plan
  • Financial Analysis for Marketing Decision
  • Fundamentals of Marketing Decision
  • Key Financial Ratios
  • Financial Analysis Model
  • Formulation of Business Unit Strategies
  • The Mission Statement.
  • BCG and GE Model Analysis
  • Defining Products – Markets v Customer Profiling
  • Size and Growth Estimates v Forming the Segments
  • Choosing a positioning strategy
  • Programming Decisions
  • Factors Effecting Program Strategy
  • Strategic Marketing in Action 010
  • Planning and Control
  • The Strategic Marketing Audit

Course Methodology

The training is going to be highly interactive combination of lectures, group discussions, questionnaires, individual reflections, role plays, simulations and videos.

Target Audience

  • Marketers 
  • Marketing Managers /Directors 
  • Sales Managers/Directors


5 Days (08:30–14:30) with appropriate breaks for tea/refreshments and lunch.

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