Marketing Basics

Why Attend

Marketing is an essential element for every business. It can be that one missing piece of the puzzle, and when it fits the big picture is revealed. The participants will be introduced marketing and its benefits. If you are not marketing your business you will not grow, and if you do not grow you will not succeed.

Marketing Basics will provide the basic knowledge to the participants and give them the ability to build business. Marketing has changed a lot recently and having a new perspective will give the participants the needed information to assist them in their marketing decisions. No matter what your product or service is, your business will benefit with a better understanding of marketing.

Course Objectives

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

Acquire the basic marketing skills, tools and techniques to identify, evaluate and solve marketing problems
Understand the components that make up compelling marketing plans that succeed in capturing customer value within a competitive environment
Discover creative ways to apply marketing principles and practices to compete successfully in today’s business environment
Understand the “whys” behind basic marketing practices
Avoid common marketing mistakes
Begin to think like a world-class marketer

Target Audience

The training course will be of interest to a wide range of marketing, PR, communications, sales, product, brand and advertising managers, and operations professionals. Market researchers, planning managers, and other practicing managers associated with the development of marketing plans, will also significantly benefit from the course. It is also beneficial for Non-marketers who need to understand the importance of marketing’s role in generating profits and a framework to think like a world-class marketer.

Target Competencies

Marketing planning
Setting marketing mix
Understanding Voice Of Customers (VOC)
Blue ocean strategies
Managing business portfolio
Structuring a marketing plan
Marketing communication
Marketing research

Course Outlines

Module One

Getting Started

Introduction
Workshop Objectives
Pre-Assignment Review
Action Plans

Module Two

What is Marketing?

What is a Market?
Marketing is Not Selling
Understanding Customer Needs
Defining Your Product or Service
Case Study
Module Two: Review Questions

Module Three

Common Marketing Types (I)

Direct Marketing
Active Marketing
Incoming Marketing
Outgoing Marketing
Case Study
Module Three: Review Questions

Module Four

Common Marketing Types (II)

Guerilla Marketing
B2B Marketing
B2C Marketing
Promotional Marketing
Case Study
Module Four: Review Questions

Module Five

The Marketing Mix

Product
Price
Promotion
Place
Case Study
Module Five: Review Questions

Module Six

Communicating the Right Way

The Marketing Pitch
Sell Value Not Price
Fun and Entertaining is Powerful
Choosing the Right Media
Case Study
Module Six: Review Questions

Module Seven

Customer Communications

Give Your Customers a Voice
It’s Not About You, It’s About Them
Every Interaction Counts
Answer Questions Honestly
Case Study
Module Seven: Review Questions

Module Eight

Marketing Goals

Brand Switching
Repeat Purchases
Brand Loyalty
Inform and Educate
Case Study
Module Eight: Review Questions

Module Nine

The Marketing Funnel

Awareness
Interest
Desire
Action
Case Study
Module Nine: Review Questions

Module Ten

Marketing Mistakes (I)

Not Taking Social Media Seriously
Not Having a USP
Cross Cultural and International Translations
Not Building a Relationship
Case Study
Module Ten: Review Questions

Module Eleven

Marketing Mistakes (II)

Not Having a Plan
Aiming at Everyone
Not Tracking Metrics
Not Listening to Your Customers
Case Study
Module Eleven: Review Questions

Module Twelve

Wrapping Up

Words from the Wise
Review of participants’ ideas
Lessons Learned
Completion of Action Plans and Evaluations