Training on Fundamentals of Marketing

About the Course

Understanding a range of essential concepts, theories, tools, and approaches is necessary for success in marketing. Whether you're new to marketing or need a refresher, this training will give you a solid foundation of marketing principles and best practices. Participants will learn about the components of a marketing plan as well as how to create one based on particular quantifiable organizational goals. Consumer behavior, market segmentation, target marketing, marketing strategy, and social media marketing tactics are a few of the course's key themes.

Target Participants

This course is designed for Brand Managers, Sales and Marketing Professionals, Business Development Professionals, Account Executives, Product Managers and Entrepreneurs.

Course Duration

Online                           

7 Days

Classroom - Based  

5 Days

What You Will Learn

By the end of this course the participants will be able to:

• Design, implement and manage an effective marketing plan
• Use the Marketing Mix to increase business opportunities
• Develop marketing strategies to build a competitive market advantage
• Understand the factors that influence B2B and B2C customer behavior
• Share how customers make buying decisions and influence marketing activities
• Explain pros and cons of the communication tools and choose the most effective for engaging customers

Course Outline

Principles of Marketing 

• Definition of marketing, markets and marketplace orientation
• Role and function of marketing within different organizations
• The 7 Ps and 7 Cs of marketing
• Micro and macro marketing environments
• The key marketing stages

Strategic Planning

• The value proposition
• Components of the strategic planning process
• Developing organizational objectives and formulating strategies
• Strategic portfolio planning approaches

Consumer Behavior

• Factors that influence consumers’ buying behavior
• The different types of customers
• Low-involvement versus high-involvement buying decisions
• The consumer’s decision-making process

Business Buying Behavior

• Characteristics of business-to-business (B2B) markets
• Types of B2B buyers
• Buying centers
• Stages in the B2B buying process and B2B buying situations
• International B2B markets and E-commerce
• Ethics in B2B markets

Market Segmenting, Targeting, and Positioning

• Targeted marketing versus mass marketing
• How markets are segmented
• Selecting target markets and target-market strategies
• Positioning and repositioning offerings

Creating, Developing and Managing Offerings

• What composes an offering?
• Types of consumer offerings
• Types of business-to-business (B2B) offerings
• Branding, labeling, and packaging
• The new offering development process
• Managing the offering
• Managing new products: the product life cycle

Customer Satisfaction, Loyalty and Empowerment

• Customer communities
• Loyalty management
• Customer Satisfaction
• Ethical principles and concepts to marketing
• Laws that regulate online and other types of marketing

Marketing Channels

• Marketing channels and channel partners
• Typical marketing channels
• Functions performed by channel partners
• Marketing channel strategies
• Channel dynamics

Integrated Marketing Communications and the Changing Media Landscape

• Integrated marketing communications
• The promotion (communication) mix
• Factors influencing the promotion mix, communication process, and message problems
• Advertising and direct marketing
• Message strategies
• The promotion budget
• Sales promotions

The Marketing Plan

• Marketing planning roles
• Functions of the marketing plan
• Forecasting
• Ongoing marketing planning and evaluation

Marketing Research and Market Intelligence

• Introduction to marketing research and market intelligence
• Marketing information systems
• Steps in the marketing research process

Training Approach

This course is delivered by our seasoned trainers with vast experience as expert professionals in their respective practice fields. The course is taught through a mix of practical activities, presentations, group works and case studies. Training manuals and additional reference materials are provided to the participants.

Certification

Upon successful completion of this course, participants will be issued a certificate.

Tailor-Made Course

We can also do this as a tailor-made course to meet organization-wide training needs. A training needs assessment will be done on the training participants to collect data on the existing skills, knowledge gaps, training expectations and tailor-made needs.