Introduction

The Professional Certified Marketer (PCM) certification is a highly regarded credential that demonstrates an individual’s proficiency in core marketing principles and practices. This 5-day intensive training course is designed to provide participants with a comprehensive understanding of modern marketing strategies, tools, and techniques, preparing them to manage and execute successful marketing campaigns. From digital marketing and branding to customer behavior and data analytics, the course covers all essential areas of marketing and ensures participants are fully prepared for the PCM certification exam.

Course Objectives

By the end of this training, participants will:

1. Understand the core principles and strategies of marketing management.
2. Learn how to develop and implement marketing plans that align with business goals.
3. Gain proficiency in digital marketing, customer relationship management, and brand management.
4. Develop skills in using marketing analytics to measure and optimize marketing performance.
5. Be fully prepared to take the PCM certification exam and advance their career in marketing.

Who Should Attend?

This course is ideal for:

• Marketing professionals, managers, and executives looking to earn the PCM certification and advance their careers.
• Individuals who want to transition into marketing roles and develop foundational marketing expertise.
• Business owners and entrepreneurs looking to improve their marketing strategies.
• Professionals seeking to stay updated with the latest trends and best practices in marketing.

Day 1: Introduction to Marketing and Marketing Strategy

• Session 1: Overview of Marketing

  • The role of marketing in business and society
  • The marketing mix (4Ps): Product, Price, Place, Promotion
  • The marketing process: From market research to strategy implementation
  • Understanding the difference between marketing, advertising, and public relations

• Session 2: Developing a Marketing Strategy

  • Understanding target markets and segmentation
  • Conducting a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats)
  • Setting SMART goals for marketing campaigns
  • Aligning marketing strategies with overall business objectives
  • The importance of customer-centric marketing and value proposition development

Day 2: Consumer Behavior and Market Research

• Session 3: Understanding Consumer Behavior

  • The psychology of consumer decision-making
  • Key factors influencing consumer behavior: Cultural, social, personal, and psychological
  • Consumer buying process and the impact of emotions on purchase decisions
  • Creating buyer personas and customer journey maps

• Session 4: Market Research and Analytics

  • The role of market research in decision-making
  • Types of market research: Qualitative vs. quantitative
  • Conducting surveys, focus groups, and interviews
  • Analyzing market trends, customer insights, and competitive intelligence
  • Tools for data analysis and marketing analytics (Google Analytics, social media analytics)

Day 3: Digital Marketing and Social Media

• Session 5: Digital Marketing Overview

  • The role of digital marketing in modern business strategies
  • Key digital marketing channels: SEO, SEM, email marketing, social media, and content marketing
  • Developing an integrated digital marketing plan
  • Understanding digital marketing metrics and KPIs (Click-through Rate, Conversion Rate, etc.)

• Session 6: Social Media Marketing

  • Creating a social media marketing strategy for brands
  • Understanding different social media platforms: Facebook, Instagram, LinkedIn, Twitter, and TikTok
  • Content creation and community management
  • Social media advertising: Paid campaigns, targeting, and performance tracking
  • Measuring social media success: Engagement, reach, and ROI

Day 4: Branding, Customer Relationship Management (CRM), and Marketing Communications

• Session 7: Brand Management

  • Defining and building a strong brand identity
  • The role of brand positioning and differentiation
  • Developing brand messaging and consistency across all channels
  • Managing brand equity and measuring brand health
  • Leveraging brand storytelling and emotional branding

• Session 8: Customer Relationship Management (CRM)

  • The importance of CRM in modern marketing
  • Tools and techniques for managing customer relationships (HubSpot, Salesforce)
  • Personalization and customer segmentation strategies
  • Using CRM data for targeted marketing campaigns and customer retention
  • Building customer loyalty programs and advocacy

• Session 9: Marketing Communications

  • Integrating marketing communications for a cohesive brand message
  • The role of advertising, public relations, and sales promotion
  • Content marketing strategies: Blogs, videos, and podcasts
  • Creating effective email marketing campaigns
  • Public relations and media relations in modern marketing

Day 5: Marketing Measurement, Analytics, and Exam Preparation

• Session 10: Marketing Metrics and Performance Measurement

  • Key marketing metrics: ROI, customer acquisition cost (CAC), customer lifetime value (CLV), and others
  • Measuring the effectiveness of marketing campaigns and channels
  • Tools for tracking marketing performance: Google Analytics, campaign dashboards, and social media insights
  • Analyzing results to optimize future marketing efforts and improve performance

• Session 11: Integrated Marketing Communications and Campaigns

  • Building and executing an integrated marketing campaign
  • Aligning marketing efforts across digital, print, and in-person channels
  • Ensuring consistent messaging across all marketing materials
  • Managing budgets and resources for large-scale marketing campaigns

• Session 12: PCM Exam Review and Preparation

  • Comprehensive review of key topics and concepts covered throughout the course
  • Practice questions and mock exams for PCM certification
  • Exam-taking strategies: Time management, understanding question formats
  • Final Q&A session to address participant queries and ensure exam readiness