Тренинговые курсы по Маркетингу

для специалистов и менеджеров занятых в сфере маркетинга

март 2011 – июнь 2011

CIM NIMA A
1. This qualification is aimed at
those who are working in
supporting marketing roles,
usually within the marketing
function, but also targets
individuals in more senior roles,
particularly in SMEs, where
marketing is only part of what
they do. The qualification
provides a practical insight into
the principles and application
of marketing at a tactical level.
The typical profiles of people who
might take this qualification could
include:
 Marketing assistants
 Marketing co-ordinators
 Marketing executives
 Marketing managers in
SMEs without formal
marketing qualifications
 Non-marketers with
aspirations for marketing
 Existing marketers wanting
to become more specialist
By the end of this qualification you
should be able to:
 Understand the function
and fundamentals of
marketing in some depth –
including how to write and
execute a marketing plan
 Know the many different
ways of understanding and
communicating with
customers, and the
function these methods
serve
 Understand your
1
EQF (Европейская Схема Квалификации) посвящена нуждам профессионального образования и
тренинга в свете обучения на всю жизнь.
2. Программы "НИМА Маркетинг-А" соответствуют EQF1
(European Qualification Framework), разработанной в рамках
Копенгагенского и Болонского Процессов, а также EMQF2
(European Marketing Qualification Framework), разработанной
совместно с Европейской Маркетинговой Конфедерацией.
Программы ETCN нацелены на работающих специалистов и
используют подход ETCN в обучении – образование,
основанное на компетенции. Более 12-и лет ETCN проводит
высококачественные тренинговые программы по маркетингу в
России, Армении, Казахстане, Грузии, Белоруссии,
Азербайджане и на Украине.
"НИМА Маркетинг-А" разработана для специалистов,
желающих получить базовые и углубленные практические и
теоретические знания в сфере маркетинга и сертифицироваться в
качестве специалиста маркетолога.
После прохождения обучения выпускники программы "НИМА
Маркетинг-А" владеют следующими теоретическими и
практическими навыками:
 владеют и могут объяснить значение функций и принципов
маркетинга, основополагающих концепций;
 умеют определять рынок, понимают и могут объяснить
поведение потребителей;
 умеют распознавать изменения рынка, определять
источники маркетинговой информации;
 владеют и умеют применять концепцию маркетинг микса;
 владеют и используют статистические методы в маркетинге;
 способны создать или реорганизовать службу маркетинга
на предприятии;
 владеют процессом маркетингового планирования;
 владеют и могут применять маркетинговые стратегии;
 умеют определять основных конкурентов и конкурентные

2
EMQF (Европейская Схема Маркетинговой Квалификации) разработана Европейской
Маркетинговой Конфедерацией совместно с ЕС и Европейской Секторной Организацией.
 organisation's marketing преимущества;
environment, its many  умеют составлять SWOT-анализ;
constituent parts, and how
 умеют составлять операционный маркетинговый план для
they work in unison
 Apply practical knowledge реально существующей компании.
– including the collecting
and analysing of data, and
the establishment of
marketing budgets

2. Requirements 3. Requirements
Требования к поступающим на курсы НИМА - А:
This qualification is the equivalent
to the first year of a foundation  Высшее или средне-профессиональное образование
degree, which means you will need
 Знание русского и, желательно, английского языков
to meet at least one of these
criteria:  Опыт работы не менее 6 месяцев (желательно).
 Have a minimum of two 'A'
Levels
 Hold any general Bachelor's
or f degree
 Hold a CIM Introductory
Certificate in Marketing
(Level 2 or 3)
 Have an NVQ or SVQ Level
3 (equivalent to NGF Level
3)
 Have an NVQ or SVQ Level
4 in any other subject (UK –
equivalent to NGF Level 4
and above)
 Hold an international
baccalaureate (equivalent
to NQF Level 3 and above)
or a pass of the entry test
onto Level 4
If English is not your first language,
you will also need to provide
evidence of at least IELTS 6.5 or
Trinity ISE III/IV.

3. Payment
4. Payment
Стоимость курса "НИМА Маркетинг-А" составляет 540.000
 драмов (включая НДС) РА. Оплата может быть осуществлена по
≈€2000 кредитной схеме, в три этапа. При единовременной оплате или
корпоративном участии (более одного участника) предусмотрены
скидки.. В сумму включена стоимость учебных материалов для
Marketing Essentials £ 275.00 участников, пользование библиотекой (в том числе электронной) и
Stakeholder Marketing кофе-брейки во время занятий.
£ 275.00
Marketing Information &
Research
£ 275.00
Assessing the Marketing
Environment
£ 275.00

Other Fees
LS Online School registration fee
£ 73.40
CIM Membership fee
£ 120.00

4. Exams
The LS Online School,
Professional Certificate in
Marketing course is assessed
by two exams and two
assignments. The exam
involves a three-hour paper
based test whilst the
assignment involves a written
project made up of several
brief work-based tasks.
5. Экзамены
Экзамены проводятся специалистами Нидерландского
Института Маркетинга по единой программе и формату. Процесс
экзамена записывается на видеоносители и прослеживается в
режиме реального времени во всех европейских странах, где
реализуются программы "НИМА Маркетинг-А".
Теоретическая часть: тест с несколькими предоставленными
вариантами ответов на вопросы, а также небольшие кейсы с
вопросами к ним.
(http://www.armenianmarketing.com/ru/gallery?folder=03+Nima
%2F08gall)

Практическая часть: защита дипломной работы

(http://www.armenianmarketing.com/ru/gallery?folder=03+Nima
%2F09gall).

5. Syllabus
4 Modules
- Marketing Essentials
 The nature and scope for
marketing
 Marketing orientation
and relationship
marketing
 Planning within the
marketing context
 Marketing Planning
process and marketing
audit
 Marketing mix – Product
and price
 Marketing mix –
Distribution and
promotion
 The extended marketing
mix
 Measuring the
effectiveness of
marketing activities
- Stakeholder Marketing
 The organisation and its
stakeholders
 Stakeholder relationship
marketing I
 Stakeholder relationship
marketing II
 Marketing mix
 Buyer behaviour and
decision making
 Dependencies in the
marketing mix
 Communicating with
6. Описание программы НИМА Маркетинг-
А
Основные темы обучения объединены в 13 модулей.
Модуль А1.1. Маркетинг: философия, система и основные
понятия
 Понятие маркетинга
 Маркетинг как теоретическая и практическая
дисциплина
 Основные термины в маркетинге
Модуль А1.2. Основы стратегического
маркетингового планирования
Модуль А1.3. Анализ внешней среды
 Неконтролируемые и потенциально
контролируемые факторы маркетинговой среды
 Анализ развития рынка
 Поведение потребителей
 Исследование рынка
Модуль А1.4 Анализ внутренней среды
 Организация работы отдела маркетинга
 Определение и описание основных маркетинговых
функций
 Системы маркетинговой информации (СМИ) и
Системы Информации Продаж (СИП)
 Анализ маркетинговой стратегии и результатов
маркетинговой деятельности
 Матрица Бостонской Консультационной Группы
 Финансовые показатели
Модуль А1.5. SWOT-анализ
Модуль А1.6. Маркетинговая стратегия
 Стратегические варианты маркетинговой стратегии
 Сегментация, выбор целевых сегментов и
позиционирование
 stakeholders I
 Communicating with
stakeholders II
- Marketing Information
and Research
 The role of information
marketing
 The database and CRM
 Scope and nature of the
research industry
 Secondary data
 Observation research &
qualitative research
 Quantitative data &
questionaire design
 Sampling
 Quantitative analysis &
presentation of results
- Asssesing the marketing
Enviroment
 The nature of the
organisation
 The micro environment
 Analysis of the
competitive environment
 The natural environment
 The economic and
international
environment
 Marketing mix – The
political and legislative
environment
 The technical
environment
 Environmental
information system
Модуль А1.7. Товарная политика и торговая марка
 Уровни товара
 Классификация товаров и маркетинговая политика
 Разработка и оценка политики товарного
ассортимента
 Разработка и оценка политики торговой марки
 Разработка и оценка политики упаковки товара
 Этапы жизненного цикла товара и маркетинговая
политика
 Процесс разработки товара
Модуль А1.8. Ценовая политика
 Методы ценообразования
 Внешние аспекты ценовой политики
 Внутренние аспекты ценовой политики
 Операционные аспекты ценовой политики
 Ценовая политика для новых товаров
 Другие аспекты ценовой политики
Модуль А1.9. Распределение
 Стратегии распределения
 Функции, схемы и каналы распределения
 Задачи распределения
 Физический сбыт
 Разработки в распределении и логистике
Модуль А1.10. Маркетинговые коммуникации
 Коммуникации
 Стимулирование сбыта
 Организация общественного мнения
 Прямые коммуникации
Модуль GK А2.1. Анализ внешней среды
 Поведение потребителей
  Исследование рынка

Модуль GK А2.2. Анализ внешней среды

 Анализ маркетинговой стратегии и результатов
маркетинговой деятельности
 Маркетинг как теоретическая и практическая
дисциплина

Модуль GK А2.3. Маркетинговые коммуникации

 Написание практического задания (дипломной
работы)

Диплом
По окончании курса и успешной сдаче экзаменов, участники
получат:
1. Диплом квалифицированного специалиста по маркетингу
("НИМА Маркетинг-А") на английском языке от
Нидерландского Института Маркетинга, аккредитованный
Европейской Конфедерацией Маркетинга (www.emc.be),
2. Диплом Европейской Конфедерации Маркетинга по уровню
EMQF (European Marketing Qualification Framework),
3. Сертификат Армянской Ассоциации Маркетинга об
успешном завершении курса по Маркетингу.
(http://www.armenianmarketing.com/ru/gallery?folder=03+Nima
%2F07gall)

Длительность курса
Занятия начнутся в марте 2011-го года. Общая длительность
каждого курса 72 часа. Тренинги будут проходить в будние дни
(после 18.30), три раза в неделю по 2 часа. В дополнение к
основному курсу введены 12 дополнительных часов для
консультаций с преподавателями и подготовки к экзаменам.
(http://www.armenianmarketing.com/ru/gallery?folder=03+Nima
%2F02gall)
 В программе могут принять участие 15 участников (!)

Заполните приложенную заявку и отправьте вместе с резюме по

следующим адресам: training@armenianmarketing.com,
ama@netsys.am или пр. Баграмяна, дом 2, кв. 28
После отправления заявки по эл.почте позвоните нам в офис, чтобы
ускорить ее рассмотрение:

-Marketing Essentials

SESSION One – The

nature and scope for
marketing
 Explain the evolution of
marketing orientation.
 Describe the contribution
of marketing as a means of
creating customer value
and competitive
advantage.
 Describe the factors which
contribute to a marketing-
orientated approach to
running an organisation
SESSION TWO -
Marketing orientation
and relationship
marketing
 Be aware of the difficulties
which might be
encountered in developing
a marketing orientation
within the firm.
 Explain the cross-functional
role of marketing.
 Explain the impact of
marketing activities on
consumers, society and the
 environment: marketing
ethics.
 Be aware of the role of
relationship marketing.
SESSION THREE –
Planning within the
marketing context
 Explain the importance of
objectives, the processes
for setting them and the
influences upon them.
 Identify the various
possible organisational
objectives.
 Show how marketing
planning is crucial in a
market-orientated
organisation.
SESSION FOUR –
Marketing Planning
process and marketing
audit
 Describe the stages of the
marketing planning process
 Explain the concept of the
marketing audit.
SESSION FIVE-
Marketing mix – Product
and price
 Students should be able to:
Explain the principles of
product planning.
 Explain the product life
cycle.
 Explain the importance of
introducing new products
and services
 Explain the NPD process
 Explain the effect of price
on the other elements of
the marketing mix
 Describe different pricing
 methods
SESSION SIX- Marketing
mix – Distribution and
promotion
 Define the different
components of distribution
channels, and show how
they work together to
create a distribution
strategy.
 Explain the factors that
influence channel and
distribution decisions
 Evaluate a range of
marketing communication
tools and consider their
usefulness in different
circumstances.
 Evaluate the range of
communications media and
consider their impact in
different circumstances
SESSION SEVEN - The
extended marketing mix
 Explain the contribution of
people, process and
physical evidence to the
marketing mix
SESSION EIGHT –
Measuring the
effectiveness of
marketing activities
 Describe the different
methods for measuring
marketing outcomes
 Explain the adoption of
services and products in
terms of customer
characteristics
 Show how a co-ordinated
marketing mix contributes
to customer satisfaction
 and competitive advantage

- Stakeholder Marketing

SESSION One – The

organisation and its
stakeholders
 Assess the relative
importance of
organisational
stakeholders on the
marketing function, and
the impact they have on
the organisation’s
marketing activities.
SESSION TWO -
Stakeholder relationship
marketing I
 Appreciate the impact of
short- and long-term
relationships and how
these impact on long-
term sustainability
 Demonstrate an
understanding of the
range of stakeholders,
their needs,importance,
influence and impact on
the organisation
 Explain the key
components of
relationship marketing
e.g. relationship lifecycle
model, ladder of loyalty
SESSION THREE –
Stakeholder relationship
marketing II
 Analyse how marketing
tools can be used to
establish and build trust,
loyalty and commitment
 from stakeholders
SESSION FOUR –
Marketing mix
 Consideration of how the
marketing mix tools can
be used to build trust,
loyalty and commitment
from stakeholders
 Consideration of how the
different mix elements
are used to develop
these and deliver value
to stakeholders
SESSION FIVE- Buyer
behaviour and decision
making
 Explanation of the
decision making unit for
B2B and B2C markets and
how their behaviour and
opinions impact on the
development of the co-
ordinated marketing mix.
SESSION SIX-
Dependencies in the
marketing mix
 Discuss the long-term
benefits of customer
retention in relation to
Reicheld’s service profit
cycle, and adopting CRM.
 Explanation of how the
marketing mixes can be
monitored and how
stakeholder satisfaction
can be measured,
including financial and
non-financial measures
SESSION SEVEN -
Communicating with
stakeholders I
 Explanation of how
 integrated
communications mixes
are used to meet the
needs of internal and
external stakeholders
 Identification of a range
of tools to support and
develop internal
customer loyalty e.g.
training, secondments,
staff enrichment
programmes that are
fundamental in delivering
effective relationship
marketing
SESSION EIGHT –
Communicating with
stakeholders II
 Demonstration of an
awareness of electronic
technologies and how
they impact on marketing
communications and
relationship marketing
 Explanation of how
branding can be used to
support policies on
ethics, corporate social
responsibility
 Demonstration of
knowledge and
application of a range of
monitoring tools to
measure marketing
communications
campaigns

- Marketing Information
and Research

SESSION ONE – The role

 of information
marketing
 Identify appropriate
information and
marketing research
requirements for
marketing decision-
making.
 Evaluate the impact of
information technology
on the marketing
function and discuss the
challenges facing
organisations in
collecting valid, reliable
and measurable
information to support
the decision making
process.
SESSION TWO - The
database and CRM
 Evaluate the impact of
information technology
on the marketing
function and discuss the
challenges facing
organisations in
collecting valid, reliable
and measurable
information to support
the decision-making
process.
 Explain the concept of a
marketing decision
support system and its
role in supporting
marketing decisions.
 Demonstrate an
understanding of the
role, application and
benefits of customer
databases in relation to
 customer relationship
management (CRM)
 Identify and explain the
different stages in the
process of setting up a
database.
 Explain the principles of
data warehousing, data
marts and data mining.
 Explain the relationship
between database
marketing and marketing
research, and explain the
legal aspects of data
collection and usage
including the data
protection legislation.
SESSION THREE – Scope
and nature of the
research industry
 Discuss the nature and
structure of the market
research industry
 Explain the stages of the
market research process
 Evaluate a range of
procedures and criteria
used for selecting a
market research supplier
in domestic and
international markets.
 Explain how best to liaise
with the research agency
on a day-to-day basis to
leverage best levels of
service, support and
implementation and high
quality information to
support the business case
development.
 Explain the stages
 involved in order to
develop a full research
proposal to fulfill the
brief which supports the
information needs of
different marketing
projects.
 Evaluate the ethical and
social responsibilities
inherent in the market
research task
SESSION FOUR –
Secondary data
 Discuss the uses, benefits
and limitations of
secondary data
SESSION FIVE-
Observation research &
qualitative research
 Evaluate the various
procedures used for
observing behaviour
 Identify and evaluate the
various techniques for
collecting qualitative data
SESSION SIX-
Quantitative data &
questionaire design
 Identify and evaluate the
various techniques for
collecting quantitative
data
 Identify and evaluate the
various techniques for
undertaking
experimentation
 Design a basic
questionnaire and
discussion guide to meet
a projects’ research
objectives
SESSION SEVEN -
 Sampling
 Explain and evaluate
different sampling
approaches
SESSION EIGHT –
Quantitative analysis &
presentation of results
 Review the key elements
and formats when
reporting or presenting
marketing information to
decision-makers.

- Asssesing the marketing

Enviroment
-

SESSION One – The nature of

the organisation
 Appreciate the various
types of organisation
within the public, private
and voluntary sectors
 Assess the relative
strengths and
weaknesses of different
types of organisations
 Understand the diversity
of organisations and their
objectives.
 Understand the nature of
organisations as open
systems and the
environmental influences
that affect them.
SESSION TWO - The micro
environment
 Appreciate the scope and
complexity of the
marketing environment
 Become aware of the
importance of stakeholder
interrelationships within
the micro environment
 Be able to classify the
 various external elements
and influences
 Recognise the significance
of future environmental
challenges and their
importance for developing
marketing strategy and
planning
 Assess the marketer’s
potential for influence in
the micro-environment
 Understand the impacts of
pressure groups such as
consumerists and
environmentalists
SESSION THREE – Analysis of
the competitive environment
 Appreciate the competitive
environment and the
importance of monitoring
rivals.
 Understanding the process
of competitor analysis and
assess the marketing
implications arising for the
organisation.
 Identify strategies to
improve profitability.
 Weigh out the significance
of competition policies and
their impact on the market
environment
 Recognise and access key
sources of information
relevant to understanding
the micro-environment.
SESSION FOUR – The natural
environment
 Appreciate the breadth and
significance of the external
environment
 Undertake an identification
and assessment of
environmental threats and
opportunities facing an
organisation of your choice
 Appreciate the implications
 of the natural environment
for marketers
 Access and assess relevant
data on the business
environment in a time- and
cost-effective manner
 Recognise and assess
relevant data on the
business environment in a
time- and cost-effective
manner
 Recognise the potential
significance of emerging
environmental challenges
to effective marketing in
the present and the future
 Have acquired an insight
into key demographic
changes and their
marketing implications
 Have recognised the
interrelation of the socio-
cultural environments
 Appreciate the processes
leading to the development
of social and cultural values
 Be able to assess the
meaning and implications
of socio-cultural changes
 Understand and apply
concepts such as lifestyle,
reference groups and social
class
 Have considered emerging
trends and their potential
impact on the marketer
SESSION FIVE- The economic
and international environment
 Understand the basic
workings of the economy
 Evaluate measures of
economic activity and the
limitations of economic
indicators
 Understand the nature of
macro-economic objectives
and the role of the
 government
 Assess the likely effects of
alternative economic and
trade policies
 Evaluate economic impacts
and implications for
marketers in different
types of organisation
 Identify the implications of
the international
environment
SESSION SIX- Marketing mix –
The political and legislative
environment
 Consolidation of the
candidate’s understanding
of the political
environment and its
organisational impacts
 Reinforce your grasp of the
points of political pressure
and influences
 Distinguish between
different forms of
regulations
 Appreciate the essential
features of a complex
legislative framework
 Assess the significance of
legislation for marketers
and key stakeholders
SESSION SEVEN - The
technical environment
 Understand the role of
business in the
development and diffusion
of new technology
 Appreciate the factors
driving and limiting change
in the technical and
information environment
 Recognised the importance
of monitoring and
forecasting technical
change
 Explore the role of
information, and the
 significance of the
information revolution
SESSION EIGHT – Environmental
information system
 Appreciate the complex
nature of the marketing
environment and how its
challenges might best be
managed in marketing
terms
 Understand the role of a
marketing information
system (MkIS) and the
importance of information
to organisations
 Explain the nature and
importance of marketing
research
 Understand the key
problems associated with
forecasting change in the
marketing environment
Appreciate the continuing impact
of information communication