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Marketing & Negotiation


Marketing & Negotiation



WHO SHOULD ATTEND                                   

Company directors and executives who have responsibility for marketing strategy or a desire to understand or evaluate such strategies, together with a need to negotiate contracts or deals in any aspect of the business.


This combined workshop provides an informative and practical executive workshop based on a combination of sound theory and practical experience.


Participation in this course will provide you with:

  • the tools to establish or evaluate a sound marketing strategy for your organisation or for a particular product or service.
  • the skills necessary to negotiate successfully in different situations and environments.


  • What is Marketing and why is it important?
    • The 4P framework
    • The Value framework
  • Understanding customers
    • Purchasing criteria
    • How criteria vary in the value chain
    • Customer satisfaction and  customer loyalty
    • Market research : measuring customer perceptions
  • Strategic Marketing: choosing the Value
    • Customer segmentation
    • Market selection/Focus
    • Product and market lifecycle
    • Value positioning
  • Tactical Marketing 1 : providing the Value  & the value proposition
    • Product & service development
    • Pricing
    • Sourcing/making
    • Distributing/servicing
  • Tactical Marketing 2: communicating the Value
    • Brand and brand management
    • Sales channels and sales force
  • Sales promotion  and Advertising
  • Competing in the global arena
    • Variation of approach needed for different target audiences
    • Sources of market research and marketing databases
  • Negotiation preparation
    • Choosing the negotiation team
    • Establishing your BATNA
    • Setting your reservation price
    • Must haves, should haves and nice to haves
    • Assessing the other party's position and interests
    • Determining the other party's authority position
  • Negotiation skills
    • Conducting the negotiation sessions
    • Tactics to watch for and how to handle them
    • Handling deadlocks
    • Documenting the agreement
    • Practical group negotiation exercises
    • Markets and customers

This course forms a part of the three day "Directing Strategy" module. The other units in the module (which can be taken separately if so desired) are:

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