The Role of the Chief Marketing Officer (CMO)+
Why You Should Attend This Course:
Plans can go awry – not because of lack of expertise in managing the variables but because the modern marketplace changes rapidly. In the face of such volatility, successful companies must grow by, first, knowing their own strengths and weaknesses and, second, developing the ability to look outside themselves to see where opportunities exist and how to marshal resources to reach their goals.
Organisations that systematically collect information on their sales and marketing performance, from both their external and internal environment at both macro and micro levels, and conscientiously analyse them, will be able to plan better the direction they should take for the future than those that ignore such statistics. The ability to exploit such opportunities and threats in the marketplace, and deploy suitable strategies for incorporation into an effective sales and marketing plan will allow the organisation to remain relevant and competitive in the marketplace. An organisation also needs to develop performance metrics to effectively evaluate the progress of its sales and marketing operational plan in order to achieve sustainable growth.
The Role of the Chief Marketing Officer (CMO) is a national competency unit from the Business Management (BM) Workforce Skills Qualifications (WSQ) Framework. It is aimed at Level 6 executives, managers and directors who hold responsibilities for growing their organisation’s business.
Upon completion, participants will be equipped with the knowledge and skills to direct their organisational sales and marketing strategies to achieve their business targets.
- Translate organisational strategic direction into sales and marketing strategic direction
- Review business environmental impact analysis to determine potential changes in sales and marketing strategies
- Drive development of sales and marketing strategies and business targets to ensure alignment to organisational strategies and objectives
- Evaluate implications of sales and marketing strategies and business targets for endorsement purposes
Introduction and Overview
- This is a competency course which means that while it is grounded on sound theory e.g. Porter’s 5 Forces, the test of Learners’ competency is in how they put theory into practice.
- Assessment requirements are, therefore, structured around evidence e.g. Product Evidence, Process Evidence and Knowledge Evidence.
Translate organisational strategic direction into sales and marketing strategic direction
- Develop and articulate organisational strategic direction
- Evaluate and endorse key performance indicators
Review business environment impact analysis to determine potential changes and sales and marketing strategies
- Conduct a survey of the macro and micro environment to assess what opportunities exist that the organisation can exploit to its advantage
- Review the organisation’s existing marketing strategies to identify where changes need to be made to meet the challenges of the new business opportunities
Drive development of sales and marketing strategies and business targets to ensure alignment to organisational strategies and objectives
- Ensure that operating strategies are aligned to organisation’s business targets
- Conduct regular review of organisation’s capabilities and resources to ensure that they match objectives
- Analyse relevant risk factors to ensure that they remain within the organisation’s contingency plan
Evaluate implications of sales and marketing strategies and business targets for endorsement purposes
- Conduct regular review of key performance indicators to ensure that performance meet expectations
- Review key performance indicators to ensure that they continue to be relevant for the organisation in view of changing market conditions
- Sign-off and approve on any changes to sales and marketing strategies to meet the organisation’s business targets.
Who Can Benefit?
Chief Marketing Officers (CMOs) who have the responsibility to identify business opportunities that match the capabilities and resources of their organisations. These could range from Marketing & Sales Directors of large companies as well as entrepreneurs or owners of SMEs (small and medium enterprises). The course will also be beneficial to other members of top management, like Chief Operating Officers or Chief Financial Officers, who do not have “marketing” in their job title but who, nevertheless, have responsibility for growing the organisation’s business.
Participants will be assessed after they have been taught a particular competency through written assessments and oral interviews. A Competent or Not Yet Competent assessment will be given at the end of each competency unit to confirm if participants have acquired the skills and knowledge of the subject.
Upon successful completion, participant will receive a Statement of Attainment (SOA) in BM WSQ The Role of the Chief Marketing Officer (CMO) awarded by WDA.
Course Fee Support
SDF and Absentee Payroll is available for company-sponsored Singaporeans and PRs only.
1 Day (9.08 training hours)
8:30am–6:30pm + 5 min Oral Interview per participant
This course will be conducted by subject matter experts who are fully ACTA certified by WDA.
WSQ Level Guide:
|Typical Responsibilities||Job Roles|
|6||Directs business strategies and endorses policies and plans||Chief Executive Officer, Chief Finance Officer, Chief Communications Officer, Chief Operating Officer, Chief Audit Executive|
|5||Provides input to and coordinates with leaders at Level 6, develops business strategies and plans, reviews and evaluates plans||Finance Division Head, Human Resource Director, Marketing Director, Project Sponsor, Vice President, Licensing Head|
|4||Implements and monitors organisational progammes and recommends solutions||Sales Manager, Finance Manager, Project Manager, Assistant Manager, Relationship Manager, Programme Manager, Research & Development Engineer|
|3||Executes plans, policies and procedures, applies knowledge of concepts and provides feedback||Finance Executive, Analyst, Associate, Project Lead, Project Executive, Team Leads, Junior Relationship Manager, Patent Engineer, IP Administrative Officer|
- Fees are inclusive of course materials, certificate of participation, lunch & tea breaks.
- Corporate and Individual Members of MIS are entitled to 20% discount.
- Companies are entitled to 5% discount for sending 3 or more participants to the same course on the same date.
- All courses will be held at the Marketing Institute of Singapore, 410 North Bridge Road Singapore 188726 unless otherwise stated.
- SDF Training Grant (for SDF-Approved Courses)
- Marketing Institute of Singapore reserves the right to change or cancel the course due to unforeseen circumstances.
- Courses can be custom-designed to suit your department/organisation’s unique training requirements.
For any withdrawals or cancellation, participants will be subjected to the following charges:
- Notice Period Withdrawal / Cancellation Charge
- More than 14 days No charge
- Less than 14 days 25% of course fee
- Less than 3 working days or No-Show 100% of course fee
- Replacements from the same company are allowed.
Graduation and Degree
- Statement of Attainment (SOA) in BM WSQ The Role of the Chief Marketing Officer (CMO) awarded by WDA