Development of Consumer Marketing Training Program



Table of Contents

Introduction1

Discussion2

Role of an Consumer Marketing Manager2

Importance of a Training Program4

Suitable Training Program for the Manager5

Conclusion6

References7

Development of Consumer Marketing Training Program

Introduction

Consumer marketing is a broad phrase, to better understand this term the American Marketing Association (2007) defines marketing as any set of activities and methods used to develop, deliver and communicate different messages that will generate value for the customers of any business. Consumers being the purchasers of goods and services, hence the term consumer marketing refers to the marketing of goods and services that are bought by the customers. Consumer markets can be distinguished into many categories, Economy Watch (2010) has outlined four main types of consumer markets; consumer products market that relates to the daily commodities used by a consumer also including Fast Moving Consumer Goods (FMCG's). The second type is the Food and Beverages Market that includes sub-markets for fairy and other packaged food items. The third and fourth type of consumer market highlighted by Economy Watch (2010) is that of retail and transportation services marketing.

For ease of analysis, this paper will discuss the development of a training program for the post of consumer marketing manager, working in the FMCG's line of business. The reason to choose a specific consumer market and a marketing job is solely due to the vastness of this subject and job components related to the marketing field. However, it must be noted that the name and respective scenario are assumed for the purposes of presenting a lucid discussion.

Discussion

Role of an Consumer Marketing Manager

The role of a consumer marketing manager encompasses various job responsibilities. As described by Center Networks (2008), today the social media boom has opened up wide and many opportunities for any size of businesses to reach customers, thus, this has further added to the many responsibilities of the consumer marketing managers. Moreover, Center Networks (2008) describes the primary role of a consumer marketing manager, which includes developing and executing of a marketing plan employing conventional and modern tools of marketing for all the products that he is responsible for. Along with this, a consumer marketing manager is typically responsible for also relaying the communication strategies to their target audiences. Furthermore, these managers are also required to stay abreast of the marketing environment in general with a special lookout on for the changing or happening trends in the consumer marketing industry. Lastly, but most importantly a consumer marketing manager has to appraise and initiate market researches pertinent to their products market and stakeholders.

Pauley (2012) describes that the consumer marketing managers are required to understand various factors related to the devising of their marketing campaigns. Such these factors include gauging what he target audience of the desired campaign focus upon. Usually, this is analyzed by determining the nature of the product or business whose digital or print marketing campaign is to be devised. Another key point highlighted by Pauley (2012) for generating effective marketing campaigns is to determine how much budget is assigned for ...