B U S IN E S S
ED U C AT IO N
E XA M S C O U N CI L
THE MANAGEMENT SCHOOL LONDON
BEEC INTERNATIONAL
THE CHARTERED INSTITUTE OF MARKETING GHANA, THE MANAGEMENT SCHOOL LONDON, TMS
INTERNAIONAL AND BEEC INTERNATIONAL PRESENTS
,
INTERNATIONAL MARKETING CONGRESS
The World Class Marketing and Sales Management Learning Event at La Palm Royal
Beach Hotel Accra, Ghana 4th to 7th May, 2009.
Theme: “Strategic Marketing and Sales Management Practice to meet the challenges of a
Recession in a difficult operating environment”
 Be part of a world – class marketing learning event led by world class speakers.
 Revitalize your marketing and sales management skills in a recession.
 Learn how to enhance your marketing and sales management strategy in a depressed
environment.
 Enhance the strategic analysis of marketing environment including consumer spending in a
recession.
 Discuss trends in marketing research and data based marketing.
 Review consumer buying behaviour and market segmentation.
 Examine marketing strategy and strategic bench marking.
 Learn latest development in integrated branding, positioning and target marketing.
 Discuss strategy for developing new products.
 Examine financial aspects of marketing and pricing policy in a recession.
 Discuss integrated marketing and communication.
 Learn how to enhance sales in a recession.
 Visit Ghana’s tourist attractions.
 Share experience with senior marketing and sales management colleagues and world class
marketing experts.
 The programme will be over-subscribed and early booking is recommended.
BRITAIN
Magda Minnaar
Clients Relations Executive
The Management School, London
Alperton House, Bridgewater Road
Wembley, London, Middlesex HAO IEH England
Tel: 021271100/0242751317, +44(0)208 782 8990:
Fax: +44(0)208 782 8991
Email: exectraining@themanagementschool.com
Website: www.themanagementschool.com
DUBAI
Paul Francis
TMS International
112-443 Omar Bin Al-Khattab Road,
Office: 403, 4th Floor,
ALBARAHA, DEIRA, Dubai
P. o. Box 184815, Dubai
Tel: 971-42723290, Mobile: +971-558960884
Email: excelearning@tmsinternationaldubai.com
Website: www.tmsinternationaldubai.com
GHANA
Samuel Ayebeng
Business Development Manager
or Martina Ngoh
Training & Development Manager
BEEC International Ghana
1st Brewery Road, HouseNo.D.623/3
Adabraka Official Town, Accra, Ghana
Tel: 0212371100, 0243344437, 0242751317
Fax: 021271100
Email: beecintgh@yahoo.com
NIGERIA
Julius Olumagin
Business Education Examinations Council
13, Randle Road, Apapa
P.O.Box 555014, Falomo, Ikoyi, Lagos
Tel: Walton: Abuja 08033993920; Julius: Lagos08035028859: Chima: Lagos- 08052782240, Bede: Lagos
08034102910
Email: 7944853@multilinks.com
7649895@multilinks.com
7913442@multilinks.com
INTERNATIONAL MARKETING CONGRESS
The World Class Marketing and Sales Management Learning Event at La Palm Royal
Beach Hotel Accra, Ghana 4th to 7th May, 2009.
Theme: “Strategic Marketing and Sales Management Practice to meet the challenges of a
Recession in a difficult Operating Environment”
The International Marketing Congress:
All organizations in the private and public sectors are passing through difficult and uncertain times. The slow down in
global economy and the associated financial crisis are impacting on all companies, governments and Government owned
institutions. Developing sustainable strategy to meet the challenges of recession is the key issues for all organizations. At
the time this brochure was prepared organizations were faced with a global economic crisis, global credit squeeze, the
erosion of consumer spending, the reluctance of banks to lend money to each other and the crisis at the capital market.
The marketing congress will put together by the Chartered Institute of Marketing, The Management School London, TMS
International Dubai and BEEC International will address the best marketing and sales management practice in a
recession. The congress participants will learn how to revitalize their marketing and enhance sales management skill in a
recession. Participants will discuss how to develop sustainable market and sales strategy and strategic bench marketing
in a recession.
We have pleasure in inviting you and your colleagues to attend the 2009 International Marketing Congress which will be
held at La Palm Royal Beach Hotel, Accra, Ghana from 4th to 7th May, 2009. The annual International Marketing Congress
run by the Management School London, TMS International, Dubai and BEEC International has firmly established itself as
an authoritative marketing learning event for marketing and sales executive practitioners. It provides marketing
practitioners the opportunity to network and update themselves on current marketing issues and trends. Each year
current marketing issues are discussed and marketing executives take back new skills to apply at their workplace.
In 2009, the marketing congress will focus attention on the marketing roles in organizational development and how
marketing can lead organizations through uncertain and difficult times. The slow-down in global economy is impacting
on most organizations world-wild. The recession has forced the three major automobile manufacturing companies in
USA to apply for government bailout. The current private sector focus is on how to reduce cost and enhance their
profitability.
It is a period when marketing should have a strong voice at board level or the highest level in companies to lead
organizations through recession and enhance sales of goods and services. Marketing management should support cost
reduction in an uncertain and difficult times but marketing executives must always remind the board of the biggest
picture:
 The need to support marketing and sales efforts during recession.
 The need to optimize marketing investment during a credit crunch
 The need to put in place strategy for talent management and retention of top marketing and sales executives.
 To reassure the remaining employees that they are valued.
The 2009 marketing congress will focus on Strategic Marketing and Sales Management practice to meet the challenges
of a recession in a difficult and uncertain time.
Marketing Congress Objectives:
At the end of the marketing congress, marketing practitioners will:











Learn marketing and sales management skills in a recession
Learn how to enhance your marketing and sales management strategy in depressed environment
Enhance the strategic analysis of marketing environment including consumer spending in a recession
Discuss trends in marketing research and data based marketing
Review consumer buying behaviour and market segmentation.
Examine marketing strategy and strategic bench marking
Learn latest development in integrated branding, positioning and target marketing.
Discuss strategy for developing new products
Examine financial aspects of marketing and pricing in a recession
Discuss integrated marketing and communication
Learn how to enhance sales in a recession.
World Class speakers:
The marketing congress has established itself as an important international marketing and sales management
learning event that brings together top marketing practitioners, world class marketing gurus, senior marketing
executives, marketing managers, brand managers from the private and public sectors.
Special Congress features: 15 good reasons why you must attend the Marketing Congress
(1).
(2)
Excellence in Marketing Learning
The International Marketing Congress run by the Management School London, TMS International Dubai and
BEEC International has firmly established itself for its excellence in learning, training and development in
marketing best practice.
Share Experience:
The Congress will offer you the opportunity to update your strategic marketing thinking and share experience on
latest development. The congress will be attended by your peers and world class speakers from around the
globe.
(3).
Congress Master-Class:
World-Class marketing congress Management experts from around the globe have been invited to speak at the
Congress. You will have the opportunities to learn new trends and stimulate your thinking at the master class
sessions.
(4).
Congress Case Study:
The special features of the Congress. You will therefore have the opportunity for practical work application
when you return to your office
(5).
Established Reputation:
The Management School London and BEEC International have the excellent reputation for providing high quality
and innovation learning events. Be part of this global marketing event.
(6).
Latest Marketing Issues
The have the opportunity to exchange knowledge and discuss the latest marketing learning issues
(7)
Excellent Learning Environment:
The congress is held at a top class 5 star hotel. It is a friendly and luxurious learning environment
(8)
Marketing Debates:
The Congress offers the platform for lively debates, discussion of emerging marketing issues and topics
(9)
Thinking Globally, Act Locally:
The Marketing Congress will give you the opportunities to think globally and act locally
(10)
Congress Networking:
Meet other international marketing professionals and network
(11)
Outstanding Facilities:
The Marketing Congress offers you outstanding facilities
(12)
Congress Materials:
All Congress papers will be available on CD and will be given free of charge to all congress participants
(13)
World Class Speakers:
Speakers at the Congress are world class
(14)
Free Lunch, Tea & Coffee
All participants will be served free lunch, tea and coffee for three days. These offer more networking
opportunity.
(15)
Tourist Attraction:
Ghana is a tourist delight. You have the opportunity to visit Ghana’s tourist attraction without a charge
Who should attend?
The International Marketing Congress is designed for Marketing Directors, Marketing Managers, Marketing Consultants,
Brand Managers and Managers worldwide. The programme will benefit the following in the private and public sectors
and they are invited to attend:
 Marketing Directors
 Marketing Managers
 Sales Directors
 Sales Managers
 Product Managers
 Senior Marketing and Sales Managers
 Research Manager
 Business Development Managers
 Marketing Communication Managers
 Brand Managers
 Functional Managers
 Branch Managers
 All executives involved in Marketing and Sales.
B U S IN E S S
ED U C AT IO N
E XA M S C O U N CI L
BEEC INTERNATIONAL
THE MANAGEMENT SCHOOL LONDON
Venue:
Date:
INTERNATIONAL MARKETING CONGRESS
La Palm Royal Beach Hotel Accra, Ghana
4th to 7th May, 2009.
Theme: “Strategic Marketing and Sales Management Practice to meet the
challenges of a Recession in a difficult operating environment”
Sunday:
3rd May, 2009 -
Delegates arrive and Registration.
,
Day 1: Monday
4th May, 2009
8:00 am – 8:30 am
9.00 am – 9:45 am



9.45 am – 10.15 am
Registration continues
Welcome address & Opening
President BEEC International
President, Chartered Institute of Marketing, Ghana
President, National Institute of Marketing, Nigeria.
- Networking Tea/Coffee Break
Day 1: Monday
4th May, 2009
Session 1:
10.15 am – 11.30 am
Topic:
Strategic Corporate perspective and Strategic marketing in a
recession
 Marketing Strategy in a Recession
 Overview of Strategic management and marketing in a depressed environment
 Change management & Strategic Management
 The Balanced Score Card and Marketing Strategy
 Strategic Marketing & Sales in a Recession
Speakers:
(a)
Dr Helen Woodruffe Burton, University of Cumbria
(b)
Uche Aligbe
Day 1: Monday
4th May, 2009
11.31 am – 1.00 pm
Session 2:
Topic:
“Reaching your customers in the recession” - covering
advertising, marketing communications and online marketing
 Overview of the global recession and impact on marketing & Sales
 Key issues in Marketing Environmental scanning
 General Environmental analysis
 The competitive environment
 The key issues in competitor analysis
 The external and internal Marketing environment



Speakers:
Analyzing the Market
Consumer spending in a recession
The way forward
(a)
Dr Shona Bettany, University of Bradford
(b)
Head of Marketing, Nigeria Breweries PLC
1.01 pm – 2.00 pm - Networking Lunch
Day 1: Monday
4th May, 2009
2.01 pm – 3.30 pm
Session 3:
Topic:
Market Segmentation & Consumer buying behaviour in a recession
 The Market segmentation process
 Consumer behaviour and basis for consumer segmentation
 Consumer buying behavior in a recession
 The basis for consumer segmentation
 Behavioural variables
 Organisational buyer behaviour
 Segmenting organizations for effective marketing
Speakers:
(a)
Professor Julius Onah, Professor Emeritus of Marketing,
University of Nigeria & former Vice Chancellor, Enugu State University of Science
& Technology.
(b)
Mr. Adams Sulley, Chartered Marketer, Chartered Institute of Marketing,
Ghana, Head of Corporate Affairs, Agricultural Development Bank, Ghana.
Day 1: Monday
4th May, 2009
3.30 pm – 5.00 pm
Session 4:
Topic:
Marketing Research, Data Base Marketing and Competitive
Intelligence in Strategic Marketing
 Data Base Marketing & Marketing Research
 Strategy of Competitive intelligence on marketing
 Sourcing Competitive information
 Using Competitive Intelligence for Competitive advantage
Speakers:
(a)
Francis Mensah Sasraku, Chartered Institute of Marketing,
Ghana, Senior Consultant/Lecturer, Ghana Banking College.
(b)
Dr Helen Woodruffe Burton University of Cumbria
Day 2: Tuesday
5th May, 2009
8.30 am – 9.30 am
Session 5
Topic:
Organisational Capability Analysis for Effective Marketing
 Capabilities within the organizations
 Organizational assets
 Organizational competencies
 Auditing of the Organisational internal marketing capability
Speakers:
(a)
Chief L. E. A. Aimiuwu, CNIM, President, National Institute of
Marketing of Nigeria & Past President, Nigeria Institute of Management.
(b)
Dr Helen Woodruffe Burton, University of Cumbria
9.31 am – 10.00 am – Networking Tea/Coffee Break
Day 2: Tuesday
5th May, 2009
10.01 am – 11.30 am
Session 6
Topic:
Developing Sustainable Marketing Strategy and Strategic Bench Marking for
Competitive Advantage
 How to develop a sustainable marketing strategy
 Best practice in marketing strategy and strategic bench marking
 The external and internal pressure on marketing
 Corporate mission, value and strategic intent
 Corporate goals and objectives and marketing
 Marketing strategy for competitive advantage
 The consumer segmentation and trends
 The marketing opportunities
 Niche and man market
 Products and attributes
 Value and sustainability
 corporate and product brands
 developing competing propositions
 marketing strategy implementation

Speakers:
Marketing plan as a monitoring and evaluation tool.
(a)
Adjei Sefa, Fellow Chartered Institute of Marketing, Ghana
and Managing Director Intercity STC Ghana
(b)
Head of Marketing, Unilever PLC
Day 2: Tuesday
5th May, 2009
11.31 am – 1.00 pm
Session 7
Topic:
Integrated Branding, positioning and Targeting Marketing
 Branding Strategy
 Brand management Process
 Identifying key success factors
 Brand positioning in a recession
 Brand revitalization in a recession
 Dead brands
 Targeting & Positioning in marketing
 The customer focused ethos in marketing
 Target Marketing and the Marketing Mix
Speaker:
(a)
(b)
Kenneth Ennin, Senior Lecturer, (Chartered Institute of
Marketing Ghana), Director Marketing, Ghana Water Company.
Head of Marketing, Guinness Nigeria PLC
1.00 pm – 2.00 pm – Networking Lunch
Day 2: Tuesday
5th May, 2009
2.01 pm – 3.30 pm
Session 8
Topic:
Product Development Strategy
 Strategy for Developing New Products
 How to avoid product failure
 Innovation in Product Development
 Marketing risk and Innovation
Speaker:
(a)
Mrs. Shola Sofo Duodu, Chartered Marketer, Chartered Institute
of Marketing, Ghana. Head of Corporate Affairs Bank of Ghana
(b)
Uche Aligbe
Day 2: Tuesday
5th May, 2009
3.31 pm – 5.00 pm
Session 9
Topic:
Effective Selling and Sales Management in a recession
 The sales environment in a Recession
 Strategy for effective selling and Sales Management in a recession
 Brainstorming on how to enhance sales in a recession
Speaker:
Dr Helen Woodruffe Burton, University of Cumbria
Day 3: Wednesday
6th May, 2009.
8.30 am – 9. 30am
Session 10
Topic:
Marketing on a Shoestring
 Getting the most of marketing impact for a small budget
 Optimizing marketing investment in a credit crunch
Speaker:
Dr Shona Bettany, University of Bradford
9.31 am – 10.00 am - Networking Tea/Coffee Break
Day 3: Wednesday
6th May, 2009.
10. 01 am – 11.30 am
Session 11
Topic:
Marketing the FIFA world Cup
 The first Africa FIFA World Cup is around the corner
 How will corporate organisations & marketers get the best of the world cup
Speaker:
Day 3: Wednesday
6th May, 2009.
11.31 am – 1.00 pm
Session 12
Topic:
Integrated Marketing Communication Strategy
 Ethics of Marketing Communication
 Buyer information processing
 Buyers decision making processes
 Channel Network and Stake holders Analysis
 Environmental Context
 Target Marketing
 Budget & Financial Resources
 Advertising Strategy
 Messages
 Media Planning
 Evaluation
 Sales Promotion Strategy
 Public Relations Strategy
 Sponsorship
 Personal Selling Strategy
 Integrated Communicative Strategy
Speaker:
(a)
Uche Aligbe
(b)
Chris Doughudje – Chairman, APCON
1.00 pm – 2.00 pm – Networking Lunch
Day 3: Wednesday
6th May, 2009.
2.01 pm – 3.30 pm
Session 13
Topic:
“Reaching and understanding your customers using qualitative
research”
 Consumer ethnography
 Innovations in segmentation analysis
 Issues in qualitative research for managers
Speaker:
(a)
Uche Aligbe
(b)
3.31 – 4.30pm
Dr Shona Bettany, University of Bradford
Programme Review and Closing
Day4 : Thursday
7th May, 2009
Visit Ghana’s Tourist Attraction – Ghana’s tourist delight.
Visa
Ghana is a tourism driven Country. Visa can easily be obtained from Ghana Embassies and High
Commission world wide. Members of ECOWAS do not require visa to Ghana. They should simply
present their passports or travel certificates at the point of entry.
Those from non-ECOWAS countries require Visa
Flight:
There are daily flights by most international airlines from major cities of the world to Accra, Ghana.
Some of the Airlines include British Airways, Emirate Airline, KLM, VIRGIN, Air France, Ethiopian
Airlines, China Airline, GHANA Airways, Lufthansa, South African Airways, Middle East Airlines etc.
Tourist Attraction:
Ghana is a tourist delight. You will have the opportunity to visit Ghana’s tourist attractions without a
charge.
Fees
The conference fee is ₤1950 (One Thousand, Nine Hundred & Fifty Pounds Sterling). Payment is by
bank draft made payable to BEEC International. The fee covers as follows:
 Full participation in all sessions of the conference
 Free lunch, tea/coffee for three days
 Free CD containing all conference papers
 Free visit of Ghana tourist attraction
 Free Directory of conference participants
 Free conference Bag, Jotter and Pen
 Certificate of attendance
BRITAIN
Magda Minnaar
Clients Relations Executive
The Management School, London
Alperton House, Bridgewater Road
Wembley, London, Middlesex HAO IEH England
Tel: +44(0)2087828990:
Fax: +44(0)2087828991
Email: exectraining@themanagementschool.com
Website: www.themanagementschool.com
GHANA
Samuel Ayebeng
Business Development Manager
or Martina Ngoh
Training & Development Manager
BEEC International Ghana
Adabraka Official Town, Accra, Ghana1st
Brewery Road, HouseNo.D.623/3
Tel: 021271100/0242751317,
0243344437,
Fax: 021271100: Email: beecintgh@yahoo.com
DUBAI
Paul Francis
TMS International
112-443 Omar Bin Al-Khattab Road,
Office: 403, 4th Floor,
ALBARAHA, DEIRA, Dubai
P. o. Box 184815, Dubai
Tel: + 971-420723290, Mobile: +971-558960884
Fax: +97142723290
Email: excelearning@tmsinternationaldubai.com
NIGERIA
Julius Olumagin
Business Education Examinations Council
13, Randle Road, Apapa
P.O.Box 555014, Falomo, Ikoyi, Lagos
Tel: Walton: Abuja 08033993920; Julius: Lagos: 08035028859:
Chima: Lagos- 08052782240, Bede: Lagos
08034102910: Email: 7944853@multilinks.com
7649895@multilinks.com
7913442@multilinks.com
INTERNATIONAL MARKETING CONGRESS
REGISTRATION FORM
SPONSORING ORGANISATION:
ADDRESS: __________________________________________________________________
__________________________________________________________________
TEL:
FAX:
E-MAIL:
Please reserve places for the following employees of our organization
S/No.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Name
Job Title
ALL BOOKING ARE PRE-PAID
I enclose a bank draft for the sum of £____________________ Covering Programme Fee.
Bank draft should be made payable to “BEEC International”
Name of Nominating Officer & Stamp:
Signature of Nominating Officer:
Date:
Entries should be addressed to:
Business Development Executive
BEEC International Ghana
1st Brewery Road, House No. D 623/3
Adabraka Official Town, Accra, Ghana
Tel: 021271100/0243344437/0242751317
Fax: 021271100
E-mail: beecintgh@yahoo.com
Marketing Manager.
Business Education Examinations Council
13, Randle Road, Apapa
P. O. Box 55014, Ikoyi, Lagos Nigeria
Tel: 08035028859, 08052782240
E-mail: beectraining@gmail.com
7944853@multilinks.com,
7649895@multilinks.com