Marketing Fundamentals
This course builds on the evolution of modern management toward a marketing-oriented view of business; stressing the underlying principle of the “marketing concept”; and integrating concepts in relation to consumer needs, marketing information, product development, pricing, distribution, selling, advertising, and promotions.
· Understand the basic principles, theories, concepts and dynamics of Marketing
· Apply these principles and tools in case analysis and to practical business decision making situations
· Integrate the concepts and techniques through application in the preparation of a comprehensive marketing plan
· Appreciate and learn more about Marketing as a career
Marketing Background
· Overview of the Industry: Market Size (Volume / Value), Market Trends (Past 3-5 years)
· Market Profile (General purchase and usage habits)
· Environmental Analysis: Analysis of Opportunities and Threats, Key Success Factors
Competitive Analysis
· Competitive Positioning
· Market Shares/ Sales Volume / Sales and Profit Trends
· Marketing Strategies (for each of the 4 Ps)
· Strengths and Weaknesses of Competition (in terms of 4 Ps)
Company Background
· Company Profile
· Current Position of the Company/Brand in the Market
· Company/Brand Strengths and Weaknesses Analysis
· Brand Consumer Profile: Identified Market Segments, Market Needs Being Addressed, Buying Patterns, Usage Habits
· Present Marketing Strategy: Segmentation, Targeting and Positioning, Marketing Mix (Four Ps), Competitive Strategies Employed
Target Market
· Demographics
· Psychographics
· Behavioral
· Geographic
The Marketing Mix
· Product: Product Strategy, Product Description / Features / USP, Packaging
· Pricing: Pricing Strategy, Detailed Product Costing, Selling Price Index vs. Competition,
· Distribution: Distribution Strategy, Trade Channels, Distribution Scheme
· Promotions: Overall Promotions Strategy, Advertising, Consumer and Trade Activities, Merchandising / Point of Purchase Materials, Publicity / Public Relations / Events
This course is essential for all levels of management, executives, team leaders, Front line and Middle Managers, who wish to increase their knowledge in Marketing.