Description

“Good marketing makes the company look smart. Great marketing makes the customer feel smart.” Joe Chernov

Marketing is an approach to business that places the consumer as the center of all business activities and focuses on satisfying customer needs and wants. In today’s business world, marketing is viewed as essential to creating and delivering value both to the organisation and to the customer. While used equally by profit and not-for-profit organizations to meet the demands of the marketplace, marketing has a dominant impact in all aspects of a business since it shapes the direction to be adopted by the corporation. Many companies acknowledge that their growth and survival depend on putting the customer at the core of their planning; thus, an understanding of marketing is essential for any employer and staff member who need to better understand how to market their business and build healthier customer relationships.

This course introduces participants to the major concepts and theories of marketing and provides them with a practical understanding of all aspects of the marketing function. Furthermore, students are exposed to methods for factoring customer requirements into their products or services to make appropriate decisions regarding price, promotion and distribution. Topics included in the training are: marketing processes and planning, the use of market research, understanding consumers and customers, decision-making and the marketing mix, market segmentation, positioning and product differentiation in the changing global environment.

PROGRAM OBJECTIVES

Upon completion of this course, participants will have a sound understanding about:

• Fundamentals of marketing – the role and purpose of marketing
• Analysis of marketing performance
• Branding and positioning a product or service in the marketplace
• Communication channels
• Consumer’s behaviour and the decision-making process
• Distribution strategies
• Identification of customers’ needs
• Market segmentation
• Marketing research and new product development
• Pricing strategies
• Promotional activities
• Retaining and growing a customer database
• The components of the marketing mix

LEARNING OUTCOMES:

By the end of this course, participants should be able to:

• Describe core marketing concepts
• Apply marketing principles to interpret marketplace problems and identify opportunities for growth
• Apply principles and concepts of retail management to support the marketing activities of a business.
• Apply the notion of value creation, value delivery and value capture
• Communicate business ideas in a succinct and clear manner
• Create a marketing plan that outlines one or more strategies to sell a particular product or service
• Make marketing-based business decisions
• Observe ethical and sustainability responsibility issues related to marketing
• Outline sales strategies to show how they can have a direct impact on the profitability of a business
• Utilize media tools and techniques to connect with consumers

WHO SHOULD ATTEND

Anyone who needs to understand how to market a product or service and build better customer relationships, including:

Staff members who interface with marketing and would like a greater understanding of its role
Administrative Assistants
Aspiring Marketers
Business Developing Managers
Business Owners
Office Administrators
Planning Managers
Program Managers
Receptionists
Team Leaders
Team Supervisors