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Negotiation Mastery For Modern Marketers

26-27 Jan, 2026, Wyndham Grand Bangsar Kuala Lumpur

IPA Training is Registered with

Venue Details

Wyndham Grand Bangsar Kuala Lumpur
NO 1, JALAN PANTAI JAYA, TOWER 3, 59200 KUALA LUMPUR, MALAYSIA,

https://wyndhamgrand bangsarkl.com.my/


Phone : 03-2298 1888

Contact us

FOR COURSE DETAILS

Juliany,

Office: 03 2283 6109

Mobile: +60 122281247

juliany@ipa.com.my

Phoebe,

Office: 03 2283 6100

Mobile: +60 193637822

phoebe@ipa.com.my

Bee Teng,

Office: 03 2282 6112

Mobile: +60 172566121

beeteng@ipa.com.my

FOR CUSTOMISED IN-HOUSE TRAINING

Jane,

Office: 03 2283 6101

Mobile: +60 129418251

jane@ipa.com.my

Keith,

Office: 03 2283 0000

Mobile: +60 162272735

keith@ipa.com.my

ADDRESS

A-28-5, 28th Floor, Menara UOA Bangsar,
No.5, Jalan Bangsar Utama 1,
59000 Kuala Lumpur

FOCUSING ON

DAY 1: FOUNDATION & STRATEGY
• Module 1: The Marketing Negotiator’s Mindset
• Module 2: Preparation & Research
• Module 3: Communication Strategies
• Module 4: Tactical Negotiation Techniques

DAY 2: ADVANCED SKILLS & REAL-WORLD APPLICATION
• Module 5: Complex Marketing Negotiations
• Module 6: Influencing Without Authority
• Module 7: Digital Age Negotiations
• Module 8: Closing & Maintaining Relationships

INTRODUCTION

In today’s competitive marketing landscape, your ability to negotiate effectively can make the difference between average results and extraordinary outcomes. Whether you’re securing better rates from agencies, getting buy-in from leadership for bold campaigns, or navigating complex vendor relationships, negotiation skills are no longer optional, they’re essential.

This intensive 2-day course is specifically designed for Marketing Professionals who want to master the art and science of negotiation. Unlike generic negotiation courses, every module, scenario, and exercise is tailored to the real challenges you face daily: Agency Contracts, Media Buys, Influencer Partnerships, Budget Battles, And Stakeholder Management.

AFTER ATTENDING THIS COURSE YOU WILL RETURN TO YOUR JOB…
  1. Confidently approaching any marketing negotiation with a clear strategy.
  2. Securing better terms, pricing, and outcomes in vendor and agency relationships.
  3. Influencing Senior Leadership to approve your campaigns and secure resources.
  4. Building stronger, more collaborative partnerships that drive results.
  5. Handling objections, pushbacks and difficult tactics with composure.
  6. Recognizing and avoiding common negotiation pitfalls that cost marketers millions.
  7. Creating win-win solutions that strengthen long- term relationships.
WHO SHOULD ATTEND
  • Marketing Managers & Directors
  • Brand Managers
  • Digital Marketing Specialists
  • Marketing Communications Professionals
  • Agency Account Managers
  • Product Marketing Leaders
  • Anyone in marketing who negotiates with agencies, vendors, stakeholders, or leadership
METHODOLOGY
Highly interactive with 60% hands-on activities, simulations, and role-plays
DAY 1
 

DAY 1: FOUNDATION & STRATEGY

9:00

Opening & Context Setting

  • Welcome and Course Objectives
  • Ice breaker: “The Marketing Budget Battle”
    - participants negotiate for imaginary budget allocations
  • Why negotiation matters in marketing: agency contracts, vendor relationships,
    internal stakeholders, media buys
 

Module 1: The Marketing Negotiator’s Mindset

  • Fixed pie vs. expanding pie mentality in marketing contexts
  • Understanding BATNA (Best Alternative to Negotiated Agreement) with marketing scenarios
  • Identifying your negotiation leverage: data, results, relationships
  • Activity: Analyzing real marketing negotiation scenarios - agency fee structures, campaign budgets
10.45

Module 2: Preparation & Research

  • The 7-step preparation framework for marketing negotiations
  • Understanding the other party: agency motivations, vendor constraints, stakeholder priorities
  • Setting realistic targets and walk-away points
  • Group exercise: Preparing for a vendor negotiation simulation
1:00 Lunch
2:00

Module 3: Communication Strategies

  • Active listening in high-stakes conversations
  • Asking powerful questions to uncover
    hidden needs
  • Framing your value proposition effectively
  • Managing emotions and maintaining composure
  • Role-play: Negotiating with a demanding client about scope creep
3:45

Module 4: Tactical Negotiation Techniques

  • Anchoring strategies in pricing discussions
  • The power of silence and strategic pauses
  • Trading concessions effectively (never give without getting)
  • Handling difficult tactics: lowballing, time pressure, “split the difference”
  • Live demonstration and practice rounds
5:00 End of Day 1
DAY 2
 

DAY 2: ADVANCED SKILLS & REAL-WORLD APPLICATION

9:00

Day 1 Recap & Energizer

  • Quick review game
  • “Speed negotiation” warm-up activity
 

Module 5: Complex Marketing Negotiations

  • Multi-party negotiations (agencies, clients, partners)
  • Negotiating partnership and sponsorship deals
  • Performance-based pricing models and risk- sharing
  • Case study: Navigating a three-way negotiation between brand, agency, and media partner
10.45

Module 6: Influencing Without Authority

  • Getting buy-in from senior leadership for campaigns
  • Negotiating resources with cross-functional teams
  • Building coalitions and strategic alliances
  • Workshop: Pitching a bold campaign idea to skeptical stakeholders (role-play)
1:00 Lunch
2:00

Module 7: Digital Age Negotiations

  • Negotiating via email vs. in-person: dos and don’ts
  • Virtual meeting negotiation dynamics
  • Negotiating with influencers and content creators
  • Social media crisis negotiations
  • Quick scenarios: Email negotiation simulations
3:45

Module 8: Closing & Maintaining Relationships

  • Moving from positions to interests
  • Creative problem-solving techniques
  • Securing commitment and next steps
  • Turning one-time deals into long-term partnerships
  • The post-negotiation follow-up strategy
 

Capstone Simulation

  • Comprehensive negotiation scenario: “The Agency Renewal”
  • Participants apply all learned skills in a complex, multi-issue negotiation
  • Observers provide feedback using structured rubric
  • Debrief and learning extraction
 

Course Conclusion

  • Personal action planning: 3 negotiations to tackle in the next 30 days
  • Resource sharing and continued learning
  • Certificate presentation
5:00 End of Course