Marketing Fundamentals
A practical introduction to marketing for new marketing staff, small-business owners and anyone who works with a marketing team. Learn how markets and customers behave, how to research, segment, target and position, how to design the marketing mix, and how to write, budget and measure a marketing plan honestly. Online channels and pricing in depth are covered in the Digital Marketing and Pricing Strategy courses.
- Modules
- 6
- Max students
- 20
- Language
- EN
What it usually covers
- 1
What Marketing Is and Why It Matters
- Marketing Is More Than Advertising
- Needs, Wants, Demand and Value
- How a Business Faces Its Market
- Marketing, Sales and the Rest of the Business
- The Marketing Process from Start to Finish
- 2
Understanding the Market and the Customer
- The Marketing Environment
- Competitors and SWOT
- How Consumers Decide to Buy
- How Organisations Decide to Buy
- Describing a Market: Size, Growth and Share
- 3
Marketing Research
- Why Research and the Research Process
- Secondary Research: Using What Already Exists
- Primary Research Methods
- Questionnaires and Samples
- Reading Research Results Honestly
- 4
Segmentation, Targeting and Positioning
- Why Segment a Market
- Ways to Segment Consumer and Business Markets
- Choosing Target Segments
- Positioning and Differentiation
- Brands and What They Promise
- 5
The Marketing Mix
- The Marketing Mix: 4Ps and 7Ps
- Product Decisions
- Price as Part of the Mix
- Place: Channels and Distribution
- Promotion: The Communications Mix
- People, Process and Physical Evidence
- 6
The Marketing Plan and Measuring Results
- The Structure of a Marketing Plan
- Objectives, Budget and Schedule
- Measuring Marketing Results
- Marketing Responsibly
- Putting It Together: A Complete Worked Case
This page describes what the training usually covers. Each training provider may change the content, the length and the order to suit the group. Confirm the final content with the training provider before you book.
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Marketing Fundamentals
4 h 27 min
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