COURSE DURATION: 2 DAYS
COURSE OBJECTIVES:
The course provides non-marketers with all the tools necessary to understand all aspects of the marketing function and to deal effectively with its integration with other organizational forces. This course is suitable for managers who need to understand how better to market their business and how to create a communication plan for a better customer relationship. Small and medium business owners will also find it relevant.
COURSE CONTENTS:
Introduction to Marketing
- Marketing as a function of the organization
- What is Marketing and why it is so important?
- Overview on new concepts such as e-marketing, benchmarking, relationship marketing
- What is a brand and why is it so important
- Understanding product/service portfolios - competitiveness
- Ethical marketing
Understanding your customers
- Segmenting markets
- Selecting target segments and the different criteria for the selection process
Identifying customers' needs
- Developing competitor analysis
- Using market research and other tool
- Surveys, its importance and benefits
Understand the Marketing Mix
- How to Manage a Brand
- Market Research and New Product Development
- Pricing Strategy
- Distribution Strategy
- Selecting promotional activities
Understand the Communication Mix
- Why is communication so important?
- The essentials communication tools:
o Public relations
o Advertising
o Sales promotion
o Direct marketing
o Sponsorship
