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Course Duration
5 Days
Enroll By
Every Week
Course Type
Online/ London
Course Details
This intensive 5-day course provides a comprehensive and practical introduction to the fundamental principles and practices of marketing. In today’s dynamic and competitive marketplace, a solid understanding of marketing is essential for success, regardless of industry or role. This course demystifies marketing, breaking down complex concepts into easily digestible modules. Participants will explore the core components of the marketing mix (product, price, place, and promotion), delve into the intricacies of market research methodologies, and gain a deep understanding of consumer behavior. The course emphasizes a hands-on, experiential learning approach, utilizing real-world case studies from leading brands, interactive exercises, and group discussions to solidify learning. Participants will not only learn the theory but also apply it, culminating in the development of a comprehensive marketing plan for a product or service of their choice. This plan will serve as a practical demonstration of their understanding and a valuable tool for future application.
This course emphasizes the importance of understanding customer needs and creating value in a customer-centric environment. It explores various marketing channels and strategies, encompassing both traditional and digital approaches, providing a holistic view of the marketing landscape. Participants will learn how to analyze market data, develop realistic marketing budgets, and measure the effectiveness of marketing campaigns using key performance indicators (KPIs) and return on investment (ROI) calculations. The course aims to equip participants with the skills and knowledge to make informed marketing decisions and contribute effectively to their organization’s success.
By the end of this course, learners will be able to:
- Definecore marketing concepts and frameworks, including the marketing mix, SWOT analysis, competitive advantage, value proposition, and customer relationship management (CRM).
- Conductmarket research using various methods (surveys, focus groups, interviews, secondary data analysis) and analyze consumer behavior, including needs, motivations, perception, learning, attitudes, and the consumer decision-making process.
- Developmarketing strategies and plans, including segmentation (demographic, geographic, psychographic, behavioral), targeting strategies (undifferentiated, differentiated, concentrated, micromarketing), and positioning strategies (value-based, competitive, benefit-oriented).
- Implementand evaluate marketing campaigns across different channels (traditional and digital), measuring key performance indicators (KPIs) and ROI, and making data-driven adjustments.
- Applymarketing principles in real-world scenarios through case study analysis and practical exercises, developing a comprehensive marketing plan for a chosen product or service, including market analysis, competitive analysis, target audience definition, marketing objectives, strategies, tactics, budget, and evaluation metrics.
- Entry-Level Marketing Professionals:Individuals starting their careers in marketing or those with limited practical experience who want to build a strong foundation in marketing fundamentals. This includes marketing assistants, coordinators, and junior marketing specialists.
- Small Business Owners and Entrepreneurs:Individuals who manage their own businesses and need to develop and implement effective marketing strategies to grow their customer base and increase revenue. This includes owners of startups, small retail businesses, and service providers.
- Career Changers:Individuals looking to transition into a marketing role from another field. This course provides them with the essential knowledge and skills to make the career switch successfully.
- Sales Professionals:Sales teams can benefit from a strong understanding of marketing principles to better understand customer needs, align sales efforts with marketing campaigns, and contribute to overall business growth.
- Non-Marketing Professionals:Individuals in roles that interact with marketing or require a basic understanding of marketing concepts, such as project managers, customer service representatives, and administrative staff.
Students: Students studying business, marketing, or related fields who want to supplement their academic
Course Outline
5 days Course
- Introduction to Marketing and the Marketing Environment:Defining marketing, the marketing process, the marketing mix (4Ps), understanding the marketing environment (micro and macro factors), SWOT analysis, competitive advantage. Case study: Analyzing the marketing environment of a successful brand.
Market Research and Consumer Behavior: Market research methodologies (qualitative and quantitative), understanding consumer behavior (needs, motivations, perception, learning, attitudes), the consumer decision-making process, buyer b
- Segmentation, Targeting, and Positioning:Market segmentation (demographic, geographic, psychographic, behavioral), targeting strategies (undifferentiated, differentiated, concentrated, micromarketing), positioning and brand differentiation. Case study: Developing a segmentation and targeting strategy for a new product.
- Product and Pricing Strategies:Product development and lifecycle, product mix and product lines, branding and packaging, pricing strategies (cost-based, value-based, competitive), pricing tactics. Practical exercise: Developing a pricing strategy for a product.
- Promotion and Communication, Marketing Measurement and Evaluation:Integrated marketing communications (IMC), promotional mix (advertising, public relations, sales promotion, direct marketing, digital marketing), measuring marketing effectiveness (KPIs, ROI), developing a marketing budget. Case study: Evaluating the effectiveness of a marketing campaign. Final project: Presentation of developed marketing plans.
