Introduction
The programme “Marketing and Export Strategies for Petroleum Products” develops professional practice in Oil and Gas. It connects the subject with workplace challenges by examining existing evidence and practices and choosing methods appropriate to the organization and its available resources.
The learning progresses from market analysis and marketing strategy development to maintenance planning, work orders, and execution measurement, with practical work on the oil and gas value chain and operations, strategy formulation and prioritization, process safety, barriers, and management of change. Participants prepare outputs to support workplace application and review the quality and results of implementation.
Learning objectives
- Design a marketing direction based on a defined segment and measurable value in an application related to “Marketing and Export Strategies for Petroleum Products”.
- Analyze an oil and gas value chain process and connect performance to reliability and safety.
- Translate strategic direction into actionable objectives and initiatives.
- Analyze an operational hazard scenario and review barriers and change control responsibilities.
- Build a maintenance plan and work order connecting asset criticality, resources, and documentation.
Learning areas
1. Market Analysis and Marketing Strategy Development
- Analyze the market, competitors, and customers using appropriate data, and identify sample limitations and assumptions requiring testing.
- Segment the market, select the priority segment, and describe customer needs, behavior, and decision-making criteria.
- Build a clear value proposition and positioning, connecting them to service features and evidence supporting the marketing promise.
- Select the channel mix, content, and budget according to the customer journey, and define messages suited to each stage without overstating claims.
- Prepare a campaign pilot with reach, engagement, conversion, and cost indicators, and analyze results to adjust targeting, messages, and resource allocation. The application examines a case related to “Marketing and Export Strategies for Petroleum Products”.
2. The Oil and Gas Value Chain and Operations
- Understand the links between exploration, development, production, processing, and transportation, and define process boundaries, participants, and intended outputs.
- Read a training process diagram, identifying material and energy flows, measurement points, critical equipment, and their relationship to product quality.
- Analyze production, downtime, losses, and resource consumption data, distinguishing measurement problems from process or equipment problems.
- Define coordination requirements among operations, maintenance, safety, and contractors, and document handovers and changes under facility procedures.
- Prepare a process improvement proposal covering hypotheses, controls, resources, and review criteria, using a training case without unauthorized field operations.
3. Strategy Formulation and Prioritization
- Analyze the internal and external environment using available data, and distinguish opportunities from assumptions that require verification.
- Define a specific strategic problem and connect it to the organization's mission and the value sought by beneficiaries and stakeholders.
- Set measurable objectives with a baseline, target, and time horizon, and assign a clear owner to each objective.
- Prioritize initiatives according to impact, feasibility, resources, risks, and interdependencies, explaining the reasons for the trade-offs.
- Build an implementation roadmap covering phases, owners, resources, review gates, and a mechanism for adjusting priorities when circumstances change.
4. Process Safety, Barriers, and Management of Change
- Identify sources of hazardous materials and energy and process boundaries, distinguishing process safety from individual occupational safety in the case presented.
- Analyze the sequence, causes, and consequences of a hazardous event, and identify preventive and mitigating barriers and evidence for verifying their readiness.
- Review work permits, isolation, and coordination among parties under facility procedures, and identify hold points requiring specialist approval.
- Prepare a change request identifying its rationale, risks, and effects on documents, training, and emergencies, with technical review before implementation.
- Conduct a tabletop exercise involving a hypothetical barrier failure or leak, and document escalation and response actions, lessons, and the subsequent verification plan.
5. Maintenance Planning, Work Orders, and Execution Measurement
- Inventory assets and build a hierarchy, coding system, technical data, and maintenance history, classifying criticality by safety, service, and cost.
- Select a mix of preventive, condition-based, and corrective maintenance, connecting the decision to failure modes, data, and manufacturer instructions.
- Plan the work order's scope, resources, materials, time, isolation, and permits, and define readiness conditions before scheduling.
- Organize schedules, shutdowns, and equipment handovers between operations and maintenance, recording actual work, causes, parts, and time.
- Analyze backlog, recurrence, plan compliance, and reliability, and propose documented adjustments to maintenance tasks and their frequency.
Practical outputs
- A marketing plan covering segments, value proposition, channels, and outcome measures.
- An oil operations process map, requirements matrix, and operating indicators.
- A strategy map and a priority matrix for proposed initiatives.
- A register of risk scenarios and barriers, and an operational change review plan.
- A maintenance plan, work schedule, work order card, and monitoring indicators.
Who should attend
- Engineers, technicians, supervisors and operations staff whose work relates to the programme subject.
- Managers and teams working in oil and gas, according to their practical responsibilities.
- Professionals responsible for applying the outputs of “Marketing and Export Strategies for Petroleum Products” within their organizations.
Prerequisites
- Working familiarity with the programme field and the ability to discuss a professional case or challenge.
- Confirm the suitability of your experience and any specialist prerequisites with the Union before participation.
Conclusion
The programme “Marketing and Export Strategies for Petroleum Products” brings together concepts, case review and a practical application. Participants prepare steps that can be adapted to their responsibilities and organizational resources, with an indicator to follow application and review results after returning to work.
Participation arrangements and any special requests are specified in the confirmation issued by the Union.