Receive a ‘Certificate of Completion’ upon successfully

completing and passing the optional final examination.

Effective
A great addition to your CV!

Marketing Assistant
Gain The Essential Skills And Knowledge 
Required To Enhance Your Overall 
b a i ,   U A E
Marketing Expertise
u i t e s , Du
o t a n aS
V i l la R
0 0 9 •
r y  2
25 – 29 Janua
Led By:
Bob Davies
International Marketing
Consultant
After Attending This Exciting Course,
You Will Be Able To:
Specially Designed For:
• Ensure that the role of marketing contributes to corporate
• Marketing Assistants
objectives
• Marketing Executives
• Undertake successful marketing research projects
• Market Research Assistants
• Maintain the links between segmentation, positioning • Marketing Analysts
and brand development • Advertising Executives
• Develop an integrated communications strategy • Professionals who are seeking a fundamental
• Assist in the selection and management of agencies understanding of the marketing function. This
• Establish links between market activities, performance course will also be beneficial for any person
and results interacting with the marketing department
• Contribute more effectively to the marketing who wants a better grasp of all that is
activities of your organisation involved in the marketing process.

Organised By: Official Regional Recruitment Partner

www.iirme.com/mktgassistant
Dear Marketing Assistant,

IIR’s Effective Marketing Assistant provides best-practice international marketing expertise fused with regional experience. As you know, a
marketing assistant must be a well-rounded, talented professional who can manage a wide variety of tasks with confidence. Over these five
days in January, we will provide the tools and techniques that you need to achieve this.

At this industry-leading, essential course, we will explore the role of marketing, master the marketing mix and streamline marketing analysis.
Next, we will perfect market segmentation, positioning, intelligence and communication and much, much more….

Discover how to achieve all of this and more by registering for IIR’s Effective Marketing Assistant course today. Led by the renowned Bob
Davies, you’ll gain a practical insight into maximising your marketing communications and ensuring the performance of your marketing functions.

How will you benefit from this essential course?

• Make a positive contribution to your organisation’s marketing activities
• Define the role of marketing for yourself and your company
• Ensure proper product or service positioning and segmentation
• Create impressive marketing communications
• Carry out sound market analysis
• Manage customer relationships and plan marketing thoroughly

As a more Effective Marketing Assistant, you will create a solid foundation from which you can effectively build your marketing offerings and
professional standing.

Strengthen your professional profile and enable yourself to make real, concrete contributions to your marketing 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 website at www.iirme.com/mktgassistant.

Bob and I look forward to welcoming you to this exemplary marketing course in January 2009.

Best Regards,
P.S. Register now and complete the optional final exam to receive a Certificate of Completion, a great
testimonial for your training manager and addition to your résumé.

Keith Parker P.P.S. There are also group discounts available. If you have a team who would benefit from this course,
Conference Manager phone us now on +971-4-3352483 for more information on our generous discounts!

Your Course Director

Bob Davies MCIM specialises in sales and marketing
topics, both on the training front and in his own Hear What Other Delegates Have
consultancy practice.
Said About Bob And His Past Events:
Bob has had a very successful career in various sales
and marketing management positions with US and UK
“Course content and facilitator were great!”
multinational organisations in which he successfully
developed new market areas and sales channels. This Zyda Moosa, Public Relations Manager
role has provided him with valuable, hands-on experience of both strategic Gulf Agency Co., Qatar
marketing and its practical application through the sales role.
“It helps improve the way of thinking
Bob’s clients include international companies in manufacturing,
telecommunications, software, industrial consumables, office supplies, towards new marketing strategy and plans.”
research organisations, banking and insurance, specialist retail and legal Abdulaziz Bin Yousef, Marketing Officer
practices. Emirates Bank, UAE

His international experience includes assignments in the USA, Ireland,

Germany, Tunisia, Russia, Syria, Saudi Arabia, Bahrain, Kuwait, Croatia,
“It truly narrows down marketing to the
Macedonia, Scandinavia, Seychelles and the UAE. As a chartered marketer nuts and bolts!”
and an active member of the training faculty of the Chartered Institute of Carine Bouery, Dept. Head of Marketing Communication
Marketing (CIM) Bob has designed and directed many courses for CIM Weatherford Oil Tool M.E. Ltd., UAE
members.

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

 Effective Marketing Assistant
25 – 29 January 2009 • Villa Rotana Suites, Dubai, UAE
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, 25 January 2009
What Is The Role Of Marketing?
• Marketing defined
• Understanding the tools in the marketing
toolbox
• Understanding how consumers make
decisions
• Differences in marketing goods vs.
marketing services
The Marketing Mix
• The key characteristics of an effective
marketing mix
• Analysing how suppliers manipulate the
marketing mix
• Understanding how you can adjust your
own product or service offering
Market Analysis
• Recognising influences on the existing
position
• Situational analysis PEST/SWOT for
existing products and services
• Identifying and building on opportunities
Day Two – Monday, 26 January 2009
Market Intelligences
• Ensuring successful market research projects
• Building up databases and using them in
marketing
• Measuring effectiveness with pre and post
campaign research
• Interpret and present information to
management
Market Segmentation
• Identifying the different ways to segment a
market
• Different segmentation in consumer and
industrial markets
• Using segmentation to target appropriate
customers
Positioning
• Understanding how you differentiate your
product and service
• Assist in the creation and building of your
brand’s value
• Positioning your product and service to
maximise your differentiation
Tel: 971-4-3352437 Fax: 971-4-3352438 Email: register@iirme.com Web: www.iirme.com/mktgassistant
Day Three – Tuesday, 27 January 2009
Marketing Communications (Marcoms)
• Make your Marcoms’ objectives “fit” in the
corporate plans
• Ensure that Marcoms support your branding
objectives and engage potential consumers
• Analysis of current GCC promotional
campaigns
• Ensuring that your marketing is seen as
focused, accountable and adding value
Maximise The Use Of Agencies
• Assist in the research and selection of the
right agency
• Brief the agency professionally within a
strategic framework
• Assess the relative merits of pitches and
presentations
• Effectively manage the relationship
• Plan and check expenditure against budget
Selection Of Marcoms
• Who is the audience? What is your
objective?
• Advertising
• Public Relations (PR)
• Exhibitions
• Promotional activities
Day Four – Wednesday, 28 January 2009
Market Analysis
• Recognising the well-known models
• Understanding how portfolio analysis can
guide strategy
Channel Management
• Assist in supporting channel members
• Measuring the performance of selected
channels
Implementing Pricing Policies
• Understanding the different methods to set
pricing
• Understand how to implement pricing
policies
Day Five – Thursday, 29 January 2009
Managing Customer Relationships
• Assist in delivering superior service as a
differentiator
• Improve customer care to gain loyalty and
retention
• How to use e-commerce for advantage
Marketing Planning
• How will you use marketing planning?
Linking to business plans
• Monitoring marketing plan progress and
performance
• Calculating Return On Marketing Investment
(ROMI)
Review Of The Marketing Process
• Linking the various strands of marketing
• Ensuring that the organisation meets its
marketing objectives
• Identifying how you will use what you have
learnt in your present job role
Optional Examination
Close Of Course
Forthcoming Relevant Events
BC2771 Digital Marketing
2 – 6 November 2008
www.iirme.com/digitalmarketing
BC2815 Certified Product Manager® /
Certified Product Marketing
Manager®/
15 – 20 November 2008
www.iirme.com/cpmm
A0954 The New Media Event
14 – 18 December 2008
www.iirme.com/newmedia
For more information on any of the above events
please contact us on Tel: 971-4-3352483 or
email: info@iirme.com
 IIR Middle East certified by

Effective Marketing Assistant

25 – 29 January 2009 • Villa Rotana Suites, 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

For further information and Group Discounts contact

971-4-3352483 or email: info@iirme.com
WEB BC2823
Yes, I want to register for:

Event Dates Price before Price between Price after

9 November 2008 9 November and 7 December 2008 7 December 2008

Effective Marketing Assistant 25 – 29 January  2009  US$ 3,595 US$ 3,895 US$ 4,095
(Save US$ 500) (Save US$ 200)

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:
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st

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To assist us with future correspondence, please supply the following details:
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Villa Rotana Suites, Dubai, UAE
note that full payment must be made upon receipt of the invoice and prior to delegate will be welcome in your place. If this
the event. Only those delegates whose fees have been paid in full will be admitted to the is not suitable, a US$ 200 service charge will Tel: 971-4-3216111
event. You can pay by company cheques or bankers draft in Dirhams or US$. Please note be payable. Registrations cancelled less than
that all US$ cheques and drafts should be drawn on a New York bank and an extra amount seven days before the event must be paid in Accommodation Details
of US$ 6 per payment should be added to cover bank clearing charges. All payments should full. Dubai Is Extremely Busy, Book Your
be made in favour of IIR Holdings Ltd. Accommodation Now.
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Please charge my credit card: Visa Mastercard American Express hotel they wish to stay at directly, as soon as
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