Management Centre Europe (MCE)

Fundamentals of Marketing: Your Action Plan for Success (Live Online)

Par Management Centre Europe (MCE)

Objectifs

After taking this programme, you will be able to:

  • Recognize the wide-ranging marketing roles and functions within different organizations
  • Apply modern techniques for conducting marketplace analysis
  • Utilize insightful marketing tactics to pinpoint why customers buy or don’t buy
  • Align the 4 Ps with your products, services, and customer wants

Programme

Fundamentals of Marketing is a 4-lesson hands-on training programme. The programme will be led by an experienced facilitator with former management experience in international companies.

Learning Objectives

  • Apply Marketing Principles and Practices to Compete Successfully in the Contemporary Business Environment
  • Explain the “Whys” and “Hows” Behind Fundamental Marketing Practices
  • Walk Away Thinking Like a Marketer

LESSON ONE
Marketing Overview

  • Define Marketing
  • Identify the Role of Marketing
  • Contrast Strategic Business Plans with Annual Marketing Plans

Market Analysis

  • Describe Approaches to Gathering Marketing Information
  • Identify Macro-Environmental Trends That Impact a Business
  • Define Key Differences Between B2B and B2C Markets
  • Conduct a Competitive Analysis

LESSON TWO

Market Analysis (cont’d)

  • Develop a SWOT Analysis

Segmentation, Targeting, and Positioning

  • Write SMART Marketing Goals
  • Compare Mass Marketing to Segmentation Marketing
  • Analyze Customer Segments in Order to Select Target Audiences
  • Write a Positioning Statement

LESSON THREE

Marketing Mix

  • Explain How the Four Ps Align with One Another
  • Describe How a Product Itself Can Impact Marketing Efforts
  • Explain Various Pricing Objectives and Strategies
  • Discuss How Channels of Distribution Impact Marketing Decisions
  • Define Objectives and Strategies for Core Modes of Communication

LESSON FOUR

Creating Customer Value

  • Describe How to Create Customer Value, Satisfaction, and Loyalty
  • Define Net Promoter Score as a Measure of Customer Loyalty
  • Identify Ways Organizations Cultivate Customer Relationships
  • Create an Approach to Developing Marketing Action Plans and Budgets