The GAFM® CMA - Chartered Marketing Analyst® program offers an executive training course aimed at enhancing marketing skills for professionals across various roles. Participants will gain insights into global marketing strategies, customer behavior, and the importance of branding amidst competitive pressures in diverse markets. The course emphasizes practical learning through case studies and is recognized globally, culminating in a certification from the Global Academy of Finance & Management®.

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GAFM ® CMA - CHARTERED MARKETING ANALYST ®
The GAFM ® Board is the 1st Professional Development Standards Body to integrate double accredited business school education and exams for higher certification
Certified By The Global Academy of Finance & Management ® (GAFM
®). Recognized in over 150+ countries via 1000 Training providers,
Universities, Colleges and Business schools.
www.GAFM.com
ABMC International is the GAFM Africa Training Provider
A Global
21st Century
Marketing Perspective
in building a World class
Brand to Stay Ahead of
your Competition
ACCESS BUSINESS MANAGEMENT CONFERENCING INTERNATIONAL LTD
A.B.M.C INTERNATIONAL LTD
LEADERS IN BUSINESS TRAINING
Who should attend?
GAFM ® CMA® Course Overview:
Why Global Marketing?
In the global markets, deregulation and competitive pressures have made
it very difficult to differentiate by product and marketing has become an
essential component in driving business activity. Home grown institutions
in Asia, USA, Europe and Africa have to start with building world-class brands
and professionally market core products and services to the right target
audience in order to compete with world class players and Fortune 500
Companies
Event Overview
By Attending This Executive Training Course You Will:
» Better comprehend the changing marketing environment
» Gain long term competitive advantage
12th -16th SEPTEMBER 2016, SAROVA STANLEY HOTEL NAIROBI KENYA
Endorsed by
ADDED + ADVANTAGE:
Become a member of the
American Marketing Association
» Understand the integral role of marketing and gain the
skills required to proactively contribute to the continued
success of your role
» Gain world class marketing and internet marketing
knowhow that will allow you to formulate and execute
winning strategies and tactics
» Get a deep understanding of the main components of a
successful marketing mix online and offline
» Learn proven methodologies that can help any
organization excel at marketing and communications
» Take inspiration from successful case studies while
deducing what the main components of a highly successful
approach to market are
Access Business Management Conferencing (ABMC) International,
Head Office: Nairobi, Kenya, Westlands, Mpaka Road, Mpaka Plaza, Suite No. 205
Tel No.: +254 20 40 31 000, Email: info@intl-abmc.com, Web: www.intl-abmc.com
This program will add tremendous value to anyone aiming to further
their marketing career including CEO’s, CMO’s, marketing managers,
marketing assistants and marketing coordinators, internet marketing
experts, branding experts, brand managers, market assistants, market
analysts ,Sales and Promotions Managers responsible for services
marketing and others working or aiming to work in roles that require
knowledge about marketing and markets.
TAUGHT BY:-
Award Winning Marketing Analyst & Trainer

2. GAFM ® CMA - CHARTERED MARKETING ANALYST ®
The GAFM ® Board is the 1st Professional Development Standards Body to
integrate double accredited business school education and exams for higher certification
Professional Development – Executive Program Outline
Requirement
In order to be authorized to use the CMA™ credential, you must meet the
experience, education, ethics and examination requirements determined
to be competency measures for Marketing.
The Certification Board for CMA™ Certification has established these
standard requirements:
Professional & Education Experience
Bachelor’s Degree in Marketing, Sales, Business Development
or
Any related Business Degree from reputable Higher Learning Education
Institute
or
University with at least 1 year experience
or
a Higher Diploma in Sales & Marketing with more than 5 years’work
experience in the field of Sales and Marketing.
GAFM® CMA ® Course Objectives
• The goal of this course is to provide you with diagnostic skills that can
be immediately used upon return to your respective regional and
international marketing departments or agencies.
• You will learn to use demonstrated marketing strategies which will
enable you to help your organization (or in the case of agencies –
clients) compete in an increasingly competitive market.
• This course is also designed to enhance the documentation of marketing
teams which will reduce planning time and enhance business cases to
support new products and campaigns.
Marketing Analyst Course Overview
The course has been designed to teach the practical marketing
techniques and skills required by marketing and customer relationship
professionals. It covers major subject areas and utilizes a variety of
training techniques.
The key areas of the agenda include:
• Competitive environment and strategies to compete locally and globally
• Customer behavior and how to deal with the ever fledging mobile
consumers and business buyers
• Developing new products and service – and how to effectively launch
these domestically and internationally
• Customer relationship management
• Effective promotion and communication in an Omni channel
environment
• Internet- and mobile marketing strategies and techniques for customer
acquisition and customer retention
The emphasis is practical and pragmatic rather than theoretical, with real
case studies from some of the world’s leading institutions.
About The Chartered Marketing Analyst ®
It is impossible to successfully market any product today without examining
the current situation and finding a way to overcome it.
Even in the current climate, the world’s largest companies and operators are
investing heavily in the emerging markets to capture market share. The global
marketplace has become an active investment market for foreign company’s
growth opportunities.
In this environment, you need to have a clear understanding of your
competitive differentiation and be able to create a strong and definitive brand
proposition.
Much has been done to improve marketing technologies and strategies in the
past years, particularly with the introduction of the internet and the strong
focus on Customer Relationship Management (CRM), but you also see much
more clearly defined customer segmentation analysis and solutions.
Chartered Marketing Analyst ™ Program will uncover marketing strategies and
technologies which are essential for success in the global changing
competitive landscape.
On satisfactory completion of this program you will receive your certification
from the Global Academy of Finance Management (GAFM), which is
recognized in over 150 countries. You will then be able to use the designation
CMA™ on your business cards and resume.
The CMA ® Training Style
This program is delivered using“blended learning”. This involves classroom
lecturing, highly intensive case study/role playing reviews, classroom
interaction and feedback, and one-on- one coaching from the facilitator.
ABOUT THE GLOBAL ACADEMY OF FINANCE
MANAGEMENT ® INTERNATIONAL BOARD OF
STANDARDS
Global Academy of Finance and Management ® , The Advisory Board and the
Standards Accreditation Council. Our Global Board Advisors ™ and
Certification Body regulates the standards for certification and accredited
education criteria for qualified business programs that are a path to our
certifications.
The Board of Standards awards designations and board certification in the
finance, accounting, and management consulting areas. Because our
certifications and designation requirements are based on earned degrees and
exams from the best global degree programs, our standards are unmatched.
Thus we confer designations which are based on accredited degree based
education and qualified exams.
The GAFM was founded in 1996 by the original founders of the Chartered
Graduate Leadership Society. The Founders of our Board are CEOs, Executives,
Professors, and industry experts from around the globe.
We desire to raise education standards and ethics in the business and
management industries. Our Standards Policy Board awards specialized board
certifications, designations, and charters in the fields of: finance, accounting,
management, and consulting fields to qualified professionals who have
completed internationally recognized or accredited exams & education,
government recognized degrees and documented management credentials
and experience.
Read More using this link: www.GAFM.com

3. GAFM ® CMA - CHARTERED MARKETING ANALYST ®
The GAFM ® Board is the 1st Professional Development Standards Body to
integrate double accredited business school education and exams for higher certification
MODULES
Marketing Analyst - Module One
Setting the scene
Understand the impact of marketing, its relationship with consumers and
business buyer and how it is rapidly changing.
• Understand the impact of marketing, its relationship with consumers
and business buyer and how it is rapidly changing.
How marketing has evolved
Future of marketing
The internet marketing challenge in an African context and how to
deal with it
How data influences the modern marketer; opportunities and threats
How to formulate a winning strategy to bring you marketing to where
it needs to be 1, 3, 5 years from now
Plenty of interactive exercises
•
•
•
•
•
Marketing Analyst - Module Two
Marketing Research for Management Decision
Making
Developing and Using Market Intelligence
• Market research and MIS
• Reasons, needs and Q’s
What Kinds of Information a Company Needs
• Macro environment
• Task environment
• Consumers
• Collaborators
• Competitors
• Company environment
• Control mechanisms
Methods of Gathering Information
• Principle research methods
• The research brief
• Questionnaire design guidelines
Managing Company Information
• Management information Centre
- Organization and mission
Marketing Analyst - Module Three
Understanding Consumer Behavior and Its
Impact on Marketing In
The Services Arena Understanding Consumer Behavior
• Customers are rapidly changing their behavior to become “Omni
channelists” easily moving in and out of channels – online and offline.
•
• Understand critical trends, which will help you design your contact
strategy, media mix, internet presence and how to align your business
across all touch points.
•
Know how to segment based on traditional models.•
Understand how to use mood segmentation, the consequence of
Google’s ZMOT and other factors impacting how you deal with
customers and prospects
•
•
Pricing and distribution strategies and how the changes in customer
behavior impact your ability to acquire more customers whilst
maintaining an attractive price point
Pricing Strategies
• Customer understanding of prices and how they can be managed
• Competing effectively on price and how to avoid price wars
Marketing Analyst - Module Four
Brand Marketing and The Marketing Mix
Brand Management
• Branding for‘me’– the key differentiator, establishing positioning, building
and sustaining equity and loyalty
• The Brand DNA – what is it and how do you establish a strong brand
• Strategies and techniques for establishing an attractive positioning
Designing The Marketing Mix
• The traditional four P’s and the 7 C’s
• The effective marketing communications mix
• Briefing agencies; creative, media etc.
• Integrated marketing communications planning and measurement
Marketing Analyst - Module Five
Relationship Marketing and Customer Relationship
Management
Creating and Sustaining Relationship Strategies
• Designing a strong CRM plan and key components
• How to align marketing and sales in order to build stronger, longer
lasting relationships
•
Understanding changing needs of customer relationships and how to
deal with these on the fly
•
The database and the key components you need to take into account
to build a strong database
Multi-Channel Relationships
•
How to communicate effectively using an Omni channel approach
ADDITIONAL MODULES: MOBILE MARKETING
Uncover exactly how mobile consumers are thinking and how to adapt your
strategy for mobile. Learn how to take advantage of mobile by discovering
how to harness key mobile assets like mobile websites, apps, sms text and
more.
All aspects of your online marketing must be adapted for mobile -
including email and social media. This training will give you a strong
understanding of mobile trends and how to optimize your strategy to take
advantage of them.
• Understand exactly how mobile is changing marketing
• Discover how to optimize your web, advertising, email and social strategy
to reach mobile consumers in a meaningful way
• Explore the new opportunities that mobile is creating
• Learn optimization tips and tricks to implement mobile into your existing
marketing
How to communicate points of differentiation effectively•
How to establish an emotional connection with customers•

4. GAFM ® CMA - CHARTERED MARKETING ANALYST ®
The GAFM ® Board is the 1st Professional Development Standards Body to
integrate double accredited business school education and exams for higher certification
INTERNET MARKETING
Learn best-practice strategies to maximize your organic search engine
traffic, and avoid typical mistakes that may cost you having your site
banned by Google and other search engines.
• Find out how to track and analyze your performance on the web:
track your search engine rankings and backlinks, monitor visitor traffic
and measure your conversion rate.
• Get knowledge in Pay Per Click Marketing and learn how to run
successful PPC campaigns.
• Dive deep into Social Media Marketing and learn the latest social media
strategies and techniques to promote your business through various
social media channels.
• Get access to Email Marketing best practices and strategies, and learn to
plan, organize, track and improve your email marketing campaigns.
• Learn Affiliate Marketing secrets and time-proven strategies: make
money online as a professional affiliate partner or have your affiliate
partners promote your products effectively.
• Start offering professional Internet Marketing services as a separate
service or add-on to your basic services.
Practical Assessment Exercises
Tasks will be issued on an individual and team basis that will confirm your
skills and ability to apply risk management techniques. The exercise will be
by way of team discussion of case studies and individual comments on
practical risk problems.
Michael Leander Bio – Marketing Analyst
An award winning speaker and trainer, Michael Leander has shared his
insight with professionals in over 40 countries on 6 continents. He has
inspired and educated professionals representing over 10.000 businesses
in the past seven years.
Michael Leander experience includes consulting withglobal brands such
as Philips, L’Oreal, Maersk, Bang & Olufsen, IKEA, IBM, GE and Grundfos.
He has trained marketing and branding professionals at successful
organisations such as Nestlé, Unilever, Americana Group, Samsung and
AkzoNobel – just to name a few.
He is a frequent guest lecturer at leading business schools on four
continents including University of New York, WeSchool India, University
of Lund and others.
Past course attendees have described Michael Leander’s marketing
knowledge as encyclopedic, his delivery style as hugely engaging, his
ideas as highly valuable and his personable style as refreshing.
He is one of only a few people who only rarely accepts new
endorsements on LinkedIn.
Mr. Leander has been recognized by multiple organizations and
associations related to marketing and communication. He is a Knight of
the DMAI, India, an honorary member of APPM, Portugal and is the past
Chairman of FIMAC – a European committee for interactive marketing.
With his extensive international experience, few are better suited to
understand local market conditions and quickly relate to the dynamics of
local or regional market conditions.
A highly innovative marketer, Michael Leander has designed multiple
methodologies that help marketers better understand how to structure,
execute and measure marketing initiatives. Many of these, including the
ABOA, the AIDLIRA and the FURDIC model, are being used by companies
all over the world.
His practical background as CMO and CEO of public and private
companies combined with years of consulting and agency experience
enables Mr. Leander to quickly grasp a business or marketing problem
and provide realistic solutions on the fly.
A globetrotter traveling nearly 200 days each year, Michael Leander hails
from Denmark. He is married to Viktoria with whom he has three children.
AWARD WINNING
MARKET ANALYST
TRAINER
Warning: The unauthorized reproduction or distribution of this copyrighted
work is illegal. Criminal copyright infringement, including infringement without
monetary gain, is investigated by the FBI and is punishable by up to five years in
federal prison and a fine of $250,000.
www.GAFM.com
Access Business Management Conferencing (ABMC) International,
Head Office: Nairobi, Kenya, Westlands, Mpaka Road, Mpaka Plaza, Suite No. 205
Tel No.: +254 20 4031000 / +254 772 22 2004 / 2005 /2007
Email: info@intl-abmc.com,
Web: www.intl-abmc.com
ACCESS BUSINESS MANAGEMENT CONFERENCING INTERNATIONAL LTD
A.B.M.C INTERNATIONAL LTD
LEADERS IN BUSINESS TRAINING