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OMK - Oil Marketing  


Course Dates: 13th - 15th October 2014

Møller Centre, Churchill College, Cambridge - UK

Course fees:  UK Pounds £2,150 plus VAT *only applicable to UK residents


Following our successful presentation of this new course in October 2012, this course will provide delegates with international best practice marketing theory and management approaches commonly applied to domestic and international oil markets. In workshop format, delegates will use the marketing mix as a decision-making framework and understand the vital differences between Business to Business (B2B) and Business to Consumer (B2C) marketing. With examples drawn primarily from downstream oil markets, delegates will cover customer and buyer behaviour models, market structure and segmentation techniques, import/export parity pricing and other pricing methods, distribution/logistics, communications and brand positioning, and principles for effective organisational design.  Delegates will use highly effective marketing planning toools to develop the essential strategic insights required for successful marketing decisions.  Group discussions, exercises and case studies are used throughout to reinforce learning of the main concepts and techniques.

 Subjects covered

Marketing Fundamentals

  • Working definition of marketing
  • The oil marketing environment
  • Products and services as benefits

Customer and Buyer Behaviour

  • Models of customer/buyer behaviour
  • Customer usage systems and buying decisions
  • B2B and B2C in oil products 

The Marketing Mix as a Decision Framework

  • Defining and using the marketing mix
  • The marketing mix for services
  • Applications in oil products/services marketing 

Review of Principal Oil Products

  • Cut of the barrel and physical characteristics

Oil Products Pricing  

  • Import and export parity pricing
  • Key international oil price markers
  • Alternative pricing approaches

Oil Supply and Distribution

  • Basics of the oil supply & value chains 
  • Logistics mix for oil products
  • Supply chain economics

Marketing Communications

  • Communications mix
  • Advertising and media effectiveness
  • Customer relationship management (CRM)

Margins and Margin Management

  • Financial fundamentals
  • Breakeven analysis
  • Decision making "at the margin"

Development Sustainable Competitive Advantage

  • Customer value propositions
  • Brand positioning
  • Porter 5 Force model and competitive strategies

Key Techniques for Marketing Planning

  • Market segmentation
  • Essential planning matrices
  • The 10 steps of strategic marketing planning
  • Key performance indicators 

Oil Marketing Organisation

  • Effective organisational design
  • Corporate social responsibility (CSR)
  • Futures trends for oil products marketing

Who should attend?

Those in integrated/national oil companies, biofuels companies, independent marketers, distributors/logistics companies, retailers, resellers plus all other service providers and regulatory organisations requiring a sound understanding of marketing theory, techniques and best practice application for downstream oil markets around the world.