Fundamentals of Marketing

a concentrated, two-day program that introduces the core concepts of marketing

About This Program (MDEV 6051)

This program is designed to introduce participants to the core concepts of marketing, providing a comprehensive review of the key issues involved in the development of an integrated approach to the marketing of products and services and how marketing plays a role in the success of an operational strategy. Participants will focus on the tools of marketing, sales, and communications, with specific emphasis on integrated marketing communications and sales promotion management. The process of developing a marketing plan that is integrated into the overall strategic plan will be discussed. This highly interactive workshop features case studies, a variety of planning exercises, and other activities designed with an action-learning focus.

Who Should Attend

This program is designed for marketing and sales representatives, managers and directors, and small business owners who have not had formal marketing training. The program is also recommended as an excellent preparation for persons expecting to assume marketing responsibilities.

You Can Learn To

• understand the functions of marketing
• develop an understanding of the concept of marketing
• compare marketing to sales
• learn how to create program objectives and strategies based on an organization's goals
• gain insight into the elements of an effective marketing plan
• develop understanding and skills in market research
• learn to integrate marketing and strategic plans
• learn how to use marketing segmentation
• gain insights into the variety of public relations tools available

Outline

• What is marketing?
• The functions of marketing
• Marketing mix
• Market segmentation
• Target marketing

Today's Marketing Environment

• The consumer focus
• The global environment
• How people and organizations make purchasing decisions
• The changing marketing environment

Market Research Tools, Techniques, and Applications

• The role of marketing research
• Types of marketing research
• Survey methods
• Developing data for marketing

Product Development and Planning

• The product development process
• The product life cycle
• Principles of product management

Product Promotion and Advertising

• The promotional mix
• The communication process
• Choosing the right media
• Choosing your audience
• How to develop a promotion

Pricing Products and Services

• Strategies and methods of pricing
• Understanding the psychology and economics of pricing

Essentials of Sales

• The selling process
• Professional selling skills
• Key ideas related to managing sales

Product Distribution

• The distribution process and channels
• How to write a marketing plan
• Channel marketing
• Direct marketing
• E-commerce
• Formats for a marketing plan