The 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:
Day One: 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 Two: Retail and Wholesale Marketing in the Petroleum Sector
- 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 re-sellers
- Analysis of transportation, B2B & B2C, domestic, industrial & commercial and multinational segments
- Product competition in the petroleum marketplace
Day Three: 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 Four: The Rise of Digital Marketing in the Petroleum Sector
- 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 throughs
- Measuring digital impact and footprint
- Developing a full digital strategy in the petroleum sector
Day Five: Putting Your Plan into Practice
- 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 versus printed versus online – integrating your coverage
- Demonstrating value and ROI within the petroleum sector
- Internal communications – the benefit of telling your colleagues