Fundamentals Of Marketing

Overview

Master the key concepts and skills of marketing to enhance your knowledge and confidence when taking part in the marketing decision-making process.

Who should attend

Anyone working in a marketing role who may not have had any formal training and wishes to understand the fundamentals of marketing.

Course objectives

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

> Develop knowledge of key marketing principles, tools and techniques

> Discover the importance of product positioning

> Learn how to communicate effectively with customers

> Gain confidence in dealing with marketing issues

> Measure the effectiveness of marketing actions

Course content

Introduction to Marketing

> Identifying the role and scope of marketing

> The key marketing principles and terminology

> The different marketing techniques

> Overviewing on new concepts:

- e-marketing

- benchmarking

- relationship marketing

Understand the Market and the Customer

> Using quantitative and qualitative market research

> Using market segmentation

> Creating the differential advantage

> Identifying your customers' need and profiles

> Developing competitors- analysis

Understand the Marketing Mix: The 4 Ps

> Identifying and developing new products

> Selecting and developing appropriate promotional activities

> Choosing the right price to generates sales and profits

> Maximising service and staff potential

Master Key Elements of Marketing Planning

> Analysing a product portfolio:

- lifecycle

- new development

> Identifying market gaps and opportunities for positioning

> Choosing appropriate communication tools:

- advertising

- sales promotion

> Understanding the impact of branding

> Working with sales channels

> Setting pricing policies

Monitor Results Effectively

> Analysing sales reports

> Identifying and interpreting key performance indicators

> Identifying trends and forecasts

> Setting new objectives and adjusting your policy