This course provides key insights into the essentials of marketing in a clear, simplistic manner that conveys a comprehensive understanding of how the elements of 'the marketing mix' are used to build a competitive advantage.
It explains the difference between 'marketing' and 'selling', and highlights the skills required to be a successful marketer. The program offers many ideas for developing creative and innovative marketing solutions.
Through the use of various analytical tools, participants will gain an insight into how to develop an effective marketing plan for their own product / company. A full set of customized marketing activities will create a deeper thinking of marketing strategy development, and implementation, which participants can bring back to their own organization.
By the end of this certification training course, participants will learn to:
- To help delegates understand the importance of marketing in today's highly competitive marketplace
- To understand the importance of situational analysis and market research, as a base for preparing a successful marketing plan
- To understand the different marketing strategies available and how to apply them
- To be able to develop the right marketing mix to support the overall marketing strategy and objective
- To understand the components of a marketing plan and formulate one that is specific to each delegate's business
- To know how to implement and measure the success of a marketing plan
What Is Marketing?
- The Difference Between Sales & Marketing
- Defining The Marketing Mix
- Defining The Product
Marketing Objectives
- What Is Strategy?
- Organizational Mission & Corporate Objectives
Situation Analysis
- Marketing Environment
- Micro & Macro Issues
The Consumer
- Customer Focus
- Types Of Buyers
- The Buying Decision Process.
The Market
- Defining The Market
- Market Segmentation.
Market Research
- Types Of Market Research
- Sampling Methods
- Product - Service Positioning
- GAP Analysis
- The Product Lifecycle
- Effects Of Extension Strategies
Product Portfolio
- Extended Boston Consulting Matrix
- Competitive Forces
- Competitive Positions.
Competitive Strategy
- Ansoff's Matrix Strategies
- Porter's Generic Forces
- U S P's (Competitive Advantage / Unique Selling Proposition)
- Developing The Right Marketing Mix
The Product
- Sequence For New Product Development
- Time Adoption Of Innovations
- Reasons Why Products Fail
- Brands
- What Is A Brand?
- The Branding Process.
- Review Of The Marketing Mix
- Reasons For International Failures
Forecasting & Financial Analysis
- Market Sales Potential & Forecasting
- Cost Benefit Analysis
- Marketing Budget
Implementation
- Process
- Strategy Versus Tactics
Evaluating Success
- Controlling & Evaluating
- Performance Standards Or Metrics
The Marketing Plan
All new marketing personnel, as well as professionals in career transition, moving into a marketing role.
This course is ideal for all marketers looking to gain a clear understanding of the core concepts of marketing, and how they can apply them in today's changing business world.