What You Will Learn!
- Explain the Marketing Concept, Exchange, Marketing Activities, Four Main Marketing orientations and the Marketing process
- Explain the components of the micro-environment, the variables in the market environment and the impacrt of business in the macro-environment.
- Explain a SWOT and PESTLE analysis, nature of culture, lifestyle personality, attitudes and elements of learning, and the four P principles.
- Illustrate the use of Market Segmentation, Target Market, Product Positioning, Aggregate Markets and Geographic Segmentation
Description
This short course will equip you with the fundamental knowledge, tools, strategies, and techniques necessary to enhance and grow your skills in the marketing and sales industry. The following key marketing concepts will be discussed during the presentations:
Chapter 1
The Marketing world
Nature of marketing, Relationship Marketing, Different marketing gaps, Exchanges of information and goods, The Marketing process, the new and old 4 P's principles, and Marketing functions in the Marketing department.
Chapter 2
The Marketing Environment
Components of the marketing environment, Micro / Macro, and Market environment, PESTLE analysis, SWOT Analysis, Mission and Vision Statement in line with company objectives, Short term objectives, Marketing Mix, Political, Legal, Environmental, Socio-Cultural Environment, and Environmental scanning.
Chapter 3
Consumer behavior
Definition of Consumer Behavior, Stimuli, Marketing factors, Group factors, Individual Factors, Perception, Interpretation, Attention, Learning ability, Value of personality, Lifestyle, Types of decision-making, and the FIVE stages in arriving at a decision to adopt or reject a new product.
Chapter 4
Market segmentation, targeting, and positioning
The Aggregate Market, Market Segmentation, Target Marketing, Product Positioning, Market Segmentation process, Advantages of Market Segmentation, Disadvantages of Market Segmentation, Geographic Segmentation, Demographic Segmentation, Behaviour Segmentation, and Psychographic Segmentation.
Chapter 5
Market Research and Information Management
Market Research, Market Research process, Types and designs of Research, Data collection methods, Data collection instruments, and Sampling.
After the completion of Part 1, an additional Part 2 of the program will address Product decisions, Branding decisions, Pricing decisions, Marketing communication, Customer value and retention, Cyber marketing, International marketing, and Marketing Matrix.
Who Should Attend!
- Entry / Beginner level marketing employees / Students , curious about Marketing and Sales
