Fundamentals of Marketing
The objective is to examine contemporary marketing concepts and
techniques and look at their application within the client's company. We
will emphasize practical aspects of marketing techniques.
Understanding the Basics of Marketing
- Marketing’s role in the organizational performance
- Key dimensions of marketing
- Marketing mix basics and the 4 Ps
- Using positioning to gain a competitive edge
Strategic Marketing Planning
- Customer satisfaction and market-oriented strategic planning
- Defining strategic goals and positioning
- Basic positioning concepts; techniques for positioning
- Building awareness of sustainable competitive advantage
Managing the Product’s Life Cycle
- Stages of a product life cycle
- How to extend the life cycle
- Using relative market share analysis
- Implementing business screen analysis
Pricing
- Understanding pricing forces and impact
- The impact of a 1% price increase
- Pricing over product life cycle: introduction, growth, mature and
decline
- Pricing options and pricing strategies
Marketing Channels and Distribution
- Developing marketing channels
- Options in marketing products and services
- Managing marketing channels
Market Segmentation
- Reasons for segmentation
- Methods of segmentation
- Segmentation, targeting, and positioning
- Analyzing consumer/business markets and buying behavior
Marketing Research
- Marketing research definitions
- Steps in effective research design
- Secondary sources and analysis
Promotion
- The purpose and elements of promotion
- Promotion process and communication
- The promotional mix
- Promotional campaigns
New Products
- Stages of product development
- Sourcing new ideas and evaluating the risk
- Launching a new product
Marketing Strategies
- Strategic marketing planning
- Differentiating and positioning
- Developing new products
- Life-cycle strategies for market leaders, challengers, followers
and nichers
- Marketing warfare: defensive, offensive, flanker, guerilla, and
disruptive
Marketing Communications
- Marketing communications strategies
- Strategy development
- Tactical execution
- Communication plan - format and preparation
