Fundamentals of Marketing

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Course Outline This course teaches participants the basics of how marketing organizations successfully move from product concept through to the creation of successful brands. The course will thoroughly cover the tools used to develop successful brands including consumer behavior, creation and development of brands, strategic pricing, various methods of distribution, market research, strategic thinking and the promotion of brands through advertising and various other methods. Marketing, like most things in life, is a ‘learn-by-doing’ proposition. This course is designed to give course participants the tools they will need to begin participating as marketing practitioners. Course Objectives By the end of the course, participants will be able to: • Discuss marketing’s role in business and how professionals practice marketing. • Define marketing strategies and describe the key elements of a marketing plan. • Outline the implementation of the marketing mix as a means to increase customer value. • Identify the steps in the marketing research process. • Describe the components of a product and identify the various types of consumer products. • Identify the advantages that brands provide firms and consumers. • Describe how the marketing of services differs from the marketing of products. • Discuss the importance of pricing to establish value for consumers. • Describe the steps in designing and executing advertising campaigns. • Describe the elements of public relations and identify the various types of sales promotions. Target Audience Marketers, sales associates, operations personnel, managers/supervisors involved in sales, promotional and customer service activities, SME entrepreneurs, and anyone interested in becoming more proficient at practicing the art of marketing. Key Topics The key topics covered in the course are: • Defining marketing • Developing marketing strategies • Creating a marketing plan • Analyzing the marketing environment • Consumer behavior • Segmentation, targeting and positioning • Marketing research • Product, branding and packaging decisions • Services marketing • Pricing concepts • Adverting • Public relations • Sales promotions Examination * Final exam (2 hours)

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