Fundamentals of Marketing Course

In this workshop, participants will be able to:

• The integral frameworks of marketing
• Tools in understanding your company as well as your customer/consumer
• Tools in understanding competitor’s strategy and how to anticipate what they might do next
• Appreciation of the different parts of the marketing mix and what contributes to the success of the mix

COURSE CONTENT

Understanding the Strategic Marketing Framework

• The fundamental what’s and how’s of marketing
• Your preferred concept of marketing and how it defines your company’s moves and thinking

The Groundwork: 3 Cardinal Rules of Marketing

• Know thy customer and consumer
• How consumers make decisions and evaluate alternatives
• How to stimulate the buying behavior

Appreciating the Parts of the Marketing Mix

• The four P’s of marketing and factors affecting each
• Different strategic options for each of the P’s
• New product concept and product positioning
• The concept of product life cycle in the context of creating your mix

FOR WHOM:

Marketing & Sales Personnel

TRAINING METHODOLOGY

The training methodology combines lectures, discussions, group exercises and illustrations. Participants will gain both theoretical and practical knowledge of the topics. The emphasis is on the practical application of the topics and as a result participant will go back to the workplace with both the ability and the confidence to apply the techniques learned to their duties.