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Training on Fundamentals of Marketing
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. Training on fundamentals of marketing focuses on 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 training on fundamentals of marketing 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
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
