1. OVERVIEW OF MODERN MARKETING AND SALES PRACTICES
（現代市場運作及銷售實務概論）
- Emergence of Relationship Marketing and Customer Relationship Management
- Operating under economic recessions
- Leveraging resources in corporations
- Managing your marketing and sales practices more eff ectively
2. MARKETING PLANNING
（市場策劃）
- Strategic Planning Process
- Set aggressive objectives
- Use of creative strategies
- How to improve the productivity of your marketing team
3. WRITING MARKETING PLAN
（編寫市場計劃）
- How to write strategic plans
- Elements of marketing plan
- Essence of eff ective marketing plan
- Writing business proposals
4. NEGOTIATING A BUSINESS DEAL
（商業談判）
- Benchmark and synergize through business partnership
- Collaborate with other parties
- Key elements in business negotiations
- Dealing with conflicts in operations
5. BRANDING A PRODUCT OR SERVICE
（建立產品或服務品牌）
- Brands vs non-brands
- How brands infl uence purchase behaviour
- How to build brands quickly
- How to turn brands into business equity
6. EXECUTING MARKETING COMMUNICATION PROGRAMMES
（市場推廣計劃的推行）
- Elements of Integrated Marketing Communication Programmes
- Use of Public Relations and Advertising
- Quality execution of campaign
- Use of IT tools
7. MODERN SALES PRACTICES
（現代銷售實務）
- Consultative selling
- Creating eff ective sales strategies
- Select diff erent kind of salesperson
- Integration of customer relations and sales techniques
8. KEY ACCOUNT MANAGEMENT
（重要客戶管理）
- What is Key Account Management
- Principles of setting targets
- Measurement for key account performance
- Improving sales performance
9. LEADING THE SALES AND ACCOUNT TEAM
（領導銷售及客戶團隊）
- Build up the sales organization
- Coordination of Selling and Marketing Activities
- Control the sales expenses
- Team work in sales management
10. INTEGRATION OF MARKETING AND SALES PRACTICES
（市場及銷售實務整合）
- Coordinate with other departments for result
- Marketing research and corporate communication
- Customer service and relationship asset management
- Capitalizing on key accounts

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