Get the key marketing skills you need - marketing mix, segmentation, creating customer value, marketing analysis &  product positioning


Highlights:
• Learn how to develop your own marketing action plans and marketing budgets for your company
• Explore the key differences between B2C & B2B marketing After the programme, you think like a marketer

Key Competences:
• Building marketing plans
• Competitive analysis
• Using the marketing mix
• Creating customer value
• Developing pricing strategies
• Customer segmentation
 

Essentials of Marketing is a 4 live online sessions hands-on training programme. The programme will be led by an experienced facilitator with former management experience in international companies.

Learning Objectives

• Apply Marketing Principles and Practices to Compete Successfully in the Contemporary Business Environment
• Explain the “Whys” and “Hows” Behind Fundamental Marketing Practices
• Walk Away Thinking Like a Marketer

Modules:

1 - Marketing Overview

• Define Marketing
• Identify the Role of Marketing
• Contrast Strategic Business Plans with Annual Marketing Plans

2 - Market Analysis

• Describe Approaches to Gathering Marketing Information
• Identify Macro-Environmental Trends That Impact a Business
• Define Key Differences Between B2B and B2C Markets
• Conduct a Competitive Analysis

3 - Market Analysis (cont'd)

• Develop a SWOT Analysis

4 - Segmentation, Targeting, and Positioning

• Write SMART Marketing Goals
• Compare Mass Marketing to Segmentation Marketing
• Analyze Customer Segments in Order to Select Target Audiences
• Write a Positioning Statement

5 - Marketing Mix

• Explain How the Four Ps Align with One Another
• Describe How a Product Itself Can Impact Marketing Efforts
• Explain Various Pricing Objectives and Strategies
• Discuss How Channels of Distribution Impact Marketing Decisions
• Define Objectives and Strategies for Core Modes of Communication

6 - Creating Customer Value

• Describe How to Create Customer Value, Satisfaction, and Loyalty
• Define Net Promoter Score as a Measure of Customer Loyalty
• Identify Ways Organizations Cultivate Customer Relationships
• Create an Approach to Developing Marketing Action Plans and Budgets 

You are a newly-appointed marketers or a product, brand, or advertising manager. You want to understand and learn what is marketing's role in generating profits for your company or organization.

Typical Participants:
• Managers
• Business Professionals