INTRODUCTION:
No matter how seasoned a manager or supervisor you are in the petroleum industry, your ability to advertise your company will be the one quality that sets you apart from other candidates for the position. A greater understanding of marketing can also help you advance professionally and ensure that your company benefits the most from your knowledge of the petroleum, oil, and gas industries.
Making wise marketing decisions, however, involves more than merely selecting “Yes” or “No” based on the available data. Most importantly, it involves having the ability to reach a consensus amongst multiple, frequently incompatible, parameters.
OBJECTIVES
By the end of this training course, participants will learn to:
- Devise and implement a fully-featured petroleum sector specific marketing strategy
- Understand the economic drivers affecting the international petroleum market
- Use a portfolio of marketing tools to deliver a cogent message
- Be familiar with how the media works
- Gain a competitive edge in the fast-evolving petroleum, oil and gas marketplace
ORGANISATIONAL BENEFIT
- An understanding of how to devise a sector-specific marketing strategy
- An ability to implement their strategy to ensure success
- A greater insight into the marketing and economic workings of the petroleum sector
- How to explain and justify your marketing decisions and strategy?
- An appreciation of the functions of a marketing officer, manager and director within the industry
- A promotional template that can be used to guarantee a competitive edge
PERSONAL BENEFIT
- An enhanced knowledge of marketing theory, with direct relevance to the petroleum sector
- An appreciation of macro and micro-economic issues affecting the petroleum sector
- Practical understanding of how to apply their marketing knowledge to their everyday work environment
- Which marketing tools provide the best returns in the petroleum sector?
- How to integrate digital marketing and social media with other forms of marketing within the petroleum sector?
- The value of good PR
- How to deal with a crisis?
WHO SHOULD ATTEND?
This International Petroleum Marketing training course is designed to benefit existing petroleum industry marketing department personnel, directors and other staff within the sector.
In particular, the following will find it invaluable:Â
- Those new to the petroleum industry
- Existing personnel in the sector, who are migrating to a marketing related function
- Marketing staff looking to gain a greater insight into the sector
- Staff wishing to understand how the economics of the sector affect their marketing function
Course Outline
DAY 1
The Petroleum Sector – A Marketing Overview
- The Basics of Marketing Petroleum Products, including Market Dynamics and Distribution Channels
- Petroleum Marketing Overview – The Key Participants and Infrastructures
- Commonly-marketed Products and The Issues & Challenges Affecting Them
- Who to Market to, Defining your Message, Customer Segments and their needs & expectations
- The Role of Effective Branding within the Petroleum Sector
- Key Business Processes involved in Marketing Petroleum Products to Different Customers and Stakeholders
DAY 2
Retail and Wholesale Marketing in the Petroleum SectorÂ
- How retailers market various petroleum products to their customers?
- The AIDA Model in relation to the Petroleum Sector
- Refining and Highlighting your Key Brand Differentiators
- How segmentation and positioning are critical to petroleum sector marketing success?
- Wholesale Marketing – How companies market in bulk including to distributors and resellers?
- Analysis of Transportation, B2B & B2C, Domestic, Industrial & Commercial and Multinational Segments
- Product Competition in the Petroleum Marketplace
DAY 3
Matching Petroleum Sector Marketing to Micro and Macro-Economics
- The Macroeconomic Environment – Why it matters to the petroleum sector?
- Worldwide Demand and Pricing for Petroleum Products
- How to analyse the market and evaluate the impact of trends on future development?
- Conducting a PESTEL Analysis – The how and why of your marketplace
- How crude oil and petroleum markets are established on global and regional levels?
- How organisations like OPEC affect petroleum production markets worldwide?
- Marginal Utility – Where profits are made in the sector
- Product and Service Differentiation
DAY 4
The Rise of Digital Marketing in the Petroleum SectorÂ
- Digital Marketing – A definition and petroleum sector specific explanation
- How to use digital and traditional in an integrated petroleum sector campaign?
- Integrating your various Social Media Platforms to maximise reach across the Petroleum Sector
- Dealing with Customer, Supplier and other industry stakeholder complaints on Social Media
- Increasing Views, likes and clicks across various digital platforms
- When to advertise on social media? – How to reach key oil, gas and petroleum accounts via new channels?
- Using E-mail Techniques to generate industry relevant click through
- Measuring Digital impact and Footprint
- Developing a Full Digital Strategy in the Petroleum Sector
DAY 5
Putting Your Plan into PracticeÂ
- What to do if things go wrong? – How to handle a crisis within the petroleum sector?
- Liaising with Journalists and thought Leaders
- Planning Ahead – Implementing your oil & gas-specific strategy
- Broadcast Media vs. Printed vs. Online – integrating your coverage
- Demonstrating Value and ROI within the Petroleum Sector
- Internal Comms – The Benefit of Telling your Colleagues
Method of Instruction
Online
Course Duration:
5 days
Type of Certificate Issued:
On a successful completion of this training, Participants will be issued
Certificate in International Petroleum Marketing
Participants can choose to have their certificate in any of the three options below:
- Digital Certificate (Downloadable (PDF)
- Physical Certificate with security marking shipped to your location with a price
- Framed Certificate with security markings shipped to your location with a price.
REGISTRATION