Course Details

Training on Fundamentals of Marketing

INTRODUCTION

Marketing is a critical function for any business, driving growth by creating value for customers and building strong relationships with them. It encompasses a wide range of activities, from market research and product development to advertising and sales. Understanding the fundamentals of marketing is essential for anyone looking to succeed in a competitive marketplace.

This training course provides a comprehensive introduction to the key concepts, principles, and strategies in marketing. It is designed to equip participants with a solid foundation in both traditional and digital marketing techniques. The course covers the marketing mix, consumer behavior, market segmentation, branding, and the latest trends in the digital landscape, providing participants with the skills to develop and implement effective marketing strategies.

DURATION

5 days

COURSE OBJECTIVES

By the end of this training, participants will be able to:

1. Understand the core concepts and principles of marketing.
2. Develop a clear understanding of the marketing mix (4Ps: Product, Price, Place, Promotion) and its application.
3. Conduct market research to identify customer needs and trends.
4. Analyze consumer behavior and how it influences purchasing decisions.
5. Segment markets and identify target audiences for better customer engagement.
6. Develop effective branding strategies to build and manage brand equity.
7. Explore digital marketing tools and channels, including social media, SEO, email marketing, and content marketing.
8. Apply marketing strategies to real-world business challenges and opportunities.
9. Measure the effectiveness of marketing campaigns using key performance indicators (KPIs).
10. Stay up-to-date with current trends and best practices in marketing.

 COURSE CONTENT

Module 1: Introduction to Marketing and the Marketing Mix

• What is Marketing?
  • Definition, role, and importance of marketing in business
  • Overview of key marketing concepts
  • The evolving landscape of marketing: traditional vs. digital
• The Marketing Mix (4Ps):
  • Product: Product development, lifecycle, and differentiation
  • Price: Pricing strategies and approaches
  • Place: Distribution channels and supply chain management
  • Promotion: Advertising, sales promotion, PR, and personal selling
• Hands-on Activity: Analyzing real-world examples of the 4Ps in action

Module 2: Market Research and Consumer Behavior

• Understanding Market Research:
  • Types of market research (primary vs. secondary)
  • Techniques for gathering data (surveys, interviews, focus groups)
  • Analyzing market research data to inform marketing strategies
• Consumer Behavior:
  • Psychological, social, and cultural factors influencing consumer decisions
  • The buyer’s decision-making process
  • Identifying customer needs and preferences
• Hands-on Activity: Conducting a basic market research survey

Module 3: Market Segmentation, Targeting, and Positioning (STP)

• Market Segmentation:
  • Why and how to segment markets (demographic, geographic, psychographic, and behavioral)
  • Identifying and analyzing market segments
• Targeting:
  • Evaluating and selecting the right market segments
  • Developing marketing strategies for different target audiences
• Positioning:
  • Crafting a unique value proposition (UVP) and positioning statement
  • Positioning products/services in a competitive market
• Hands-on Activity: Developing a market segmentation strategy for a product

Module 4: Branding and Digital Marketing

• Branding:
  • Importance of branding in marketing
  • Building and managing brand equity
  • Brand positioning, identity, and messaging
• Introduction to Digital Marketing:
  • Key digital marketing channels (SEO, social media, email marketing, content marketing)
  • Overview of pay-per-click (PPC) advertising and online campaigns
  • Digital marketing strategies to reach and engage audiences
• Hands-on Activity: Creating a basic digital marketing plan for a brand

Module 5: Marketing Strategy, Planning, and Metrics

• Developing a Marketing Strategy:
  • Aligning marketing goals with business objectives
  • Creating marketing plans and setting SMART goals
  • Integrating traditional and digital marketing strategies
• Measuring Marketing Performance:
  • Key performance indicators (KPIs) for marketing success
  • Tools and techniques for tracking marketing performance
  • Adjusting marketing strategies based on performance data
• Current Trends in Marketing:
  • Social media trends, influencer marketing, content personalization
  • Sustainability and ethical marketing practices

 CERTIFICATION

• Upon successful completion of this training, participants will be issued with Macskills Training and Development Institute Certificate

TRAINING VENUE

• Training will be held at Macskills Training Centre. We also tailor make the training upon request at different locations across the world.

AIRPORT PICK UP AND ACCOMMODATION

• Airport pick up and accommodation is arranged upon request

TERMS OF PAYMENT

• Payment should be made to Macskills Development Institute bank account before the start of the training and receipts sent to info@macskillsdevelopment.com