Fundamentals of Marketing

As a marketing professional, you need to have a clear understanding of your markets and what drives your customers' decisions to buy. In this course, you’ll get modern techniques for analyzing markets and quantifying customer needs, wants, and preferences (NWP). Learn tactics to utilize the 4 Ps of Marketing (Product, Price, Place, and Promotion) and proven tools and methods to avoid the most common marketing mistakes.

What You Will Benefit

• Recognize the Widely Varying Roles and Functions of Marketing Within Different Organizations

• Apply Modern Techniques for Conducting Marketplace Analysis

• Utilize Insightful Marketing Tactics to Identify and Quantify the Key Factors That Drive Your Customers’ Purchase Decisions 

• Determine How to Utilize the Four Ps of Marketing (Product, Price, Place, and Promotion) to Align Your Offerings with the Customers’ Key Purchasing Factors

What You Will Learn

Marketing Overview

• Identify Your Key Challenges and Concerns in Marketing Today 

• Describe the Four Essential Elements for Effective Marketing

Marketplace Analysis

• Identify Multiple Sources for Insightful Marketplace Information

• Recognize the Primary Macro-Environmental Trends That Influence Organizations’ Success

The Marketing Mix—Product/Price/Place/Promotion 

• Conduct a Product SWOT Analysis

• Position Your Organization’s Product(s) and/or Service(s) in the Marketplace

• Recognize the Factors That Impact Price and Develop a Pricing Strategy

• Describe the Factors Related to Determining Place

• Explain the Marketing Communication Vehicles and Channels Used for Promotion

• Your Action Plan for Success

Who Should Attend

Newly-appointed marketers; product, brand, and advertising managers; business professionals and executives who need a clearer understanding of marketing’s role in generating profits.