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.

• 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

• Customer satisfaction and market-oriented strategic planning
• Defining strategic goals and positioning
• Basic positioning concepts; techniques for positioning
• Building awareness of sustainable competitive advantage

• Stages of a product life cycle
• How to extend the life cycle
• Using relative market share analysis
• Implementing business screen analysis

• 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

• Developing marketing channels
• Options in marketing products and services
• Managing marketing channels

• Reasons for segmentation
• Methods of segmentation
• Segmentation, targeting, and positioning
• Analyzing consumer/business markets and buying behavior

• Marketing research definitions
• Steps in effective research design
• Secondary sources and analysis

• The purpose and elements of promotion
• Promotion process and communication
• The promotional mix
• Promotional campaigns

• Stages of product development
• Sourcing new ideas and evaluating the risk
• Launching a new product

• 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 strategies
• Strategy development
• Tactical execution
• Communication plan - format and preparation