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Marketing Assistant
Gain The Essential Skills And Knowledge Required To Enhance
Your Overall Marketing Expertise

20 – 24 July 2008 • Madinat Jumeirah Convention Centre, Dubai, UAE

After Attending This Enabling Course, You Will Be Able To:

• Ensure that the role of marketing contributes to corporate objectives
• Undertake successful marketing research projects
• Maintain the links between segmentation, positioning and brand development
• Develop an integrated communications strategy
• Assist in the selection and management of agencies
• Establish links between market activities, performance and results
• Contribute more effectively to the marketing activities of your organisation

Led By:
Bob Davies
International Marketing Consultant

Specially Designed For:

Professionals who are seeking a fundamental understanding of the marketing function. This
course will also be beneficial for any person interacting with the marketing department who
wants to get a better grasp of all that is involved in the marketing process.
• Marketing Assistants
• Marketing Executives
• Market Research Assistants
• Marketing Analysts
• Advertising Executives
• Anyone who wishes to develop a better grasp of the marketing field
Register Before
Organised By: Supported By:
15 May 2008
Official Regional Recruitment Partner Official IT Partner Official Media Monitoring Partner
For Your Chance
To Win A
Nokia E90!
www.iirme.com/mktgassistant See back page for details
Dear Marketing Assistant, Your Course Director
The dynamic, fast-paced Middle East marketing environment Bob Davies MCIM specialises in sales and
requires a well-rounded, talented professional who can marketing topics, both on the training front and in
confidently manage a variety of tasks. Moreover, it is important his own consultancy practice.
to develop skills now to capture a larger market share that could
determine your company’s success for years to come. Bob has had a very successful career in various
sales and marketing management positions with
In order to create a solid foundation that will enable you to US and UK multinational organisations in which
effectively build your marketing offerings and professional he successfully developed new market areas and sales channels.
standing, IIR’s highly recommended Effective Marketing Assistant This role has provided him with valuable, hands-on experience of
course takes you through the fundamentals of this increasingly both strategic marketing and its practical application through the
important field in an interactive, well-ordered environment. sales role.

Once you arrive at IIR’s Effective Marketing Assistant course, Bob’s clients include international companies in manufacturing,
you will explore elemental marketing knowledge and skill sets telecommunications, software, industrial consumables, office
essential to the Middle East marketing professional. Working supplies, research organisations, banking and insurance, specialist
with Bob Davies, the well-known, experienced marketing expert, retail and legal practices.
you will develop a better understanding of your customer’s
needs while discovering unique, original market segmentation His international experience includes assignments in the USA,
techniques. You’ll also learn to comprehensively interpret market Ireland, Germany, Tunisia, Russia, Syria, Saudi Arabia, Bahrain and
intelligence and position your product or service. the UAE. As an active member of the training faculty of the
Chartered Institute of Marketing (CIM), Bob has designed and
Discover all of this and more by registering now for IIR’s directed many courses for CIM members.
Effective Marketing Assistant course today. Moreover, you’ll
gain a practical insight into maximising your marketing
communications and ensuring the performance of your marketing Hear What Other Delegates Have Said About
functions.
Bob And His Past Events:
How will you benefit from this key event?
“A great way to get great ideas on how to excel
• Define the role of marketing for yourself and your
in marketing”
company Budoor Al-Yousuf, Marketing Assistant
• Ensure proper product or service positioning and
Ducab, UAE
segmentation
• Create impressive marketing communications “Good course, helpful materials”
• Carry out sound market analysis Anas Ahmad, DPS Executive
• Manage customer relationships and plan marketing Diamond Trading Company, UAE
thoroughly
“Great course to improve my marketing knowledge”
Strengthen your professional profile and enable yourself to Thamer Abdul, Marketing Manager
make real, concrete contributions to your marketing KFIC, Kuwait
achievements by registering today for Effective Marketing
Assistant. Complete the form on the back of this brochure and
fax it to us at +971 4 335 2438, call our registration hotline
at +971 4 335 2437, email register@iirme.com or visit our Visit Dubai This Summer!
website at www.iirme.com/mktassistant. Dubai is an Emirate of captivating contrasts. From the timeless tranquillity of the desert
to the lively bustle of the souk, Dubai offers a kaleidoscope of attractions for visitors.
Bob and I look forward to welcoming you to this
In a single day, you can experience everything from rugged mountains and
quintessential marketing course in July 2008. awe-inspiring sand dunes to sandy beaches and lush green parks, from dusty villages
to luxurious residential districts, and from ancient houses with windtowers to
Best Regards, ultra-modern shopping malls.
The Emirate is both a dynamic international business centre and a laid-back tourist
escape; a city where the sophistication of the 21st Century walks hand in hand with
the simplicity of a bygone era.
Keith Parker
Conference Manager These contrasts give Dubai its unique flavour and personality; a cosmopolitan society
with an international lifestyle, yet with a culture deeply rooted in the Islamic traditions
of Arabia. Since earliest times, Dubai has been a meeting place, bringing together
PS Register now and complete the optional final the Bedouin of the desert interior with the pearl-diver, the merchant of the city with the
exam to receive a Certificate of Completion, a great sea-going fisherman.
testimonial for your training manager and Dubai Summer Surprises (DSS) is an annual festival focusing on providing fun,
addition to your résumé. knowledge and entertainment through a medley of events that puts the ‘pep’ back
into summer for both adults and children.
PPS There are also group discounts available. If you Each week from June to August, a series of weekly themed surprises unfold. Shopping
have a team who would benefit from this course, malls become entertainment hubs providing shows and hosting special activities
phone us now on +971-4-3352483 for more based on the different surprises.
information on our generous discounts!
Combine business with leisure this summer! Enjoy discounted hotel packages and
treat the family to a fun-filled holiday!

Tel: 971-4-3352437 Fax: 971-4-3352438 Email: register@iirme.com Web: www.iirme.com/mktgassistant

Effective Marketing Assistant 20 – 24 July 2008
Course Timings: Registration will be at 08.00 on Day One. All five days will commence at 08:30 and conclude at 14:30 with lunch. There will be two short
refreshment breaks at appropriate times.

Day One – Sunday, 20 July 2008 Day Three – Tuesday, 22 July 2008 Day Five – Thursday, 24 July 2008

What Is The Role Of Marketing? Marketing Communications Managing Customer Relationships

• Marketing defined • Make your Marcoms’ objectives “fit” in the • Assist in delivering superior service as a
• Understanding the tools in the marketing corporate plans differentiator
toolbox • Ensure that Marcoms support your branding • Improve customer care to gain loyalty and
• Understanding how consumers make objectives and engage potential consumers retention
decisions • Analysis of current GCC promotional • How to use e-commerce for advantage
• Differences in marketing goods vs. campaigns
marketing services • Ensuring that your marketing is seen as Marketing Planning
focused, accountable and adding value • How will you use marketing planning?
The Marketing Mix Linking to business plans
• The key characteristics of an effective Maximise The Use Of Agencies • Monitoring marketing plan progress and
marketing mix • Assist in the research and selection of the performance
• Analysing how suppliers manipulate the right agency • Calculating Return On Marketing Investment
marketing mix • Brief the agency professionally within a (ROMI)
• Understanding how you can adjust your strategic framework
own product or service offering • Assess the relative merits of pitches and Review Of The Marketing Process
presentations • Linking the various strands of marketing
Market Analysis • Effectively manage the relationship • Ensuring that the organisation meets its
• Recognising influences on the existing • Plan and check expenditure against budget marketing objectives
position • Identifying how you will use what you have
• Situational analysis PEST/SWOT for Selection Of Marcoms learnt in your present job role
existing products and services • Who is the audience? What is your
• Identifying and building on opportunities objective? Optional Examination
• Advertising
• Public Relations (PR) Close Of Course
Day Two – Monday, 21 July 2008 • Exhibitions
• Promotional activities
Market Intelligences
• Ensuring successful market research projects
• Building up databases and using them in Day Four – Wednesday, 23 July 2008
marketing
• Measuring effectiveness with pre and post Market Analysis
campaign research • Recognising the well-known models
• Interpret and present information to • Understanding how portfolio analysis can
management guide strategy

Market Segmentation Channel Management

Forthcoming Relevant Events
• Identifying the different ways to segment a • Assist in supporting channel members
BC2575 Creating And Implementing Your
market • Measuring the performance of selected Marketing Plan
• Different segmentation in consumer and channels 6 – 10 April 2008
industrial markets www.iirme.com/marketingplan
• Using segmentation to target appropriate Implementing Pricing Policies BC2612 Measuring And Monitoring Customer
customers • Understanding the different methods to set Satisfaction
pricing 27 April – 1 May 2008
www.iirme.com/customer
Positioning • Understand how to implement pricing
• Understanding how you differentiate your policies BC2599 Marketing Masterclass
product and service 25 – 29 May 2008
• Assist in the creation and building of your www.iirme.com/mm
brand’s value For more information on any of the above events
• Positioning your product and service to please contact us on Tel: 971-4-3352483 or
email: info@iirme.com
maximise your differentiation

Tel: 971-4-3352437 Fax: 971-4-3352438 Email: register@iirme.com Web: www.iirme.com/mktgassistant

 IIR Middle East certified by

Effective Marketing Assistant

20 – 24 July 2008 • Madinat Jumeirah Convention Centre, Dubai, UAE ISO 9001:2000

FIVE EASY WAYS TO REGISTER

971-4-3352437 971-4-3352438 register@iirme.com

IIR Holdings Ltd. GCS/IIR Holdings Ltd.

PO Box 21743, Dubai, UAE P O Box 13977, Muharraq, Kingdom of Bahrain

www.iirme.com/mktgassistant

Your chance to win a Nokia E90 each week!

Register for a training course before 15 May 2008 in the Summer Series and you
will automatically enter our monthly prize draw to win a Nokia E90.
Each month’s winners will be contacted directly and the prize awarded
at the course. A full list of winners will be announced on our website
www.iirme.com
WEB BC2696
Yes, I want to register for:
Event Dates Price before Price between Price after
11 May 2008 11 May and 8 June 2008 8 June 2008

Effective Marketing Assistant 20 – 24 July 2008 US$ 3,595 US$ 3,895 US$ 4,095
(Save US$ 500) (Save US$ 200)

For further information and Group Discounts contact 971-4-3352483 or email: info@iirme.com
If you have eight or more delegates who need this training, contact IIR In-House on 971-4-3352439 or inhouse@iirme.com
Course fees include documentation, luncheon and refreshments. Delegates who attend all sessions will receive a Certificate of Attendance.
Personal Details:
Title First Name Surname Job Title Department Email
1 Delegate
st

2nd Delegate
3rd Delegate
4th Delegate
To assist us with future correspondence, please supply the following details:
Head of Department
Training Manager
Booking Contact

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.............................................................................................................................. Postcode: .................................................. Country: .......................................................................................
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No. of employees on your site: Yes! I would like to receive information about future events & services via email.
0-49 50-249 250-499 500-999 1000+ My email address is: .....................................................................................................................
Nature of your company’s business: .................................................................................................................................................................................................................................................

Payments Cancellation
A confirmation letter and invoice will be sent upon receipt of your registration. Please note If you are unable to attend, a substitute Event Venue
that full payment must be received prior to the event. Only those delegates whose fees have delegate will be welcome in your place. If this Madinat Jumeirah Convention Centre
been paid in full will be admitted to the event. You can pay by company cheques or bankers is not suitable, a US$ 200 service charge will Dubai, UAE
draft in Dirhams or US$. Please note that all US$ cheques and drafts should be drawn on a be payable. Registrations cancelled less than Tel: 971-4-3668888
New York bank and an extra amount of US$ 6 per payment should be added to cover bank seven days before the event must be paid in
clearing charges. All payments should be made in favour of IIR Holdings Ltd. full. Accommodation Details
Avoid Visa Delays – Book Now We highly recommend you secure your room
Card Payment Delegates requiring visas should contact the reservation at the earliest to avoid last minute
Please charge my credit card: Visa Mastercard American Express hotel they wish to stay at directly, as soon as inconvenience. You can contact the IIR
possible. Visas for non-GCC nationals may take Hospitality Desk for assistance on:
Name on Card: ..................................................................................................................... several weeks to process. Tel: 971-4-4072693
Card Number: ....................................................................... Exp. Date: ............................... Due to unforeseen circumstances, the programme Fax: 971-4-4072517
may change and IIR reserves the right to alter the Email: hospitality@iirme.com
venue and/or speakers.
Signature: .............................................................................................................................
MI PG K200 Marketing © Copyright I.I.R. HOLDINGS B.V.