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TrainersDirect
presents
Fundamentals of Marketing On-Site Training
We will examine contemporary marketing concepts and techniques and look at their application within the client's company
Course Description/Agenda
Length:
3 days
Number of Participants: Up to 20
Materials: Notebooks and handouts provided
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
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On-Site Training
