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OMK - Oil Products 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


Successful marketing in today’s highly competitive oil products markets requires a confident marketing mindset, close attention to relevant market detail, and mastery of a range of marketing concepts and analytical tools proven to deliver results in the real world.

This course has an effective workshop format using the marketing mix as a practical decision-making framework. It will supply delegates with a highly effective toolkit that can be applied to all oil market segments, regardless of product or customer classification, and provide the skills to use this toolkit on real data from a dynamic retail fuels market case study; other cases and group exercises will contribute to the development of essential strategic marketing insights as the basis for timely decisions and actions. Throughout this course delegates will gain an understanding on how to apply these highly effective marketing planning tools to foster sustainable performance improvement in the workplace.

This recently developed course will add value to the oil products marketing function by providing delegates with best practice marketing theory and management approaches commonly applied to domestic and international oil markets. Through examples drawn from several oil products markets, delegates will learn customer and buyer behavior models, market structure and segmentation techniques, B2B and B2C differences, import and export parity pricing and other pricing methods, distribution and logistics, communications and brand positioning, and principles for effective organizational design.

 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.