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Who should attend Fundamentals of Marketing: Your Action Plan for Success
Newly appointed marketers with less than three years of experience in marketing—as well as product/brand managers and advertising managers.
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Fundamentals of Marketing: Your Action Plan for Success  

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Newly appointed marketers with less than three years of experience in marketing—as well as product/brand managers and advertising managers.

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Seminar Summary:

Smart marketing can sell a product in spite of a slow economy and tougher competition. So know the basics and ensure your success. (see full course description)

 
 

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Training Course Syllabus:


Fundamentals of Marketing: Your Action Plan for Success

Learn best practices for developing and implementing a great marketing plan
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. In hands-on activities, you’ll discover how to implement the right approach for your company’s unique needs.

How You Will Benefit

  • 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
     

What You Will Cover

  •  Identifying your key marketing challenges
  •  Defining crucial marketplace data and implementing market research
  •  Understanding the components of each of the 4 Ps
  •  Relating stages of the product lifecycle to marketing strategy
  •  Conducting a product SWOT analysis
  •  Positioning your organization’s product(s) and/or service(s) in the marketplace
  •  Exploring different marketing communication vehicles and channels used for promotion
  •  Developing a marketing plan for your organization

Seminar Outline:

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

Marketing Overview

• Define 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
• Develop a SWOT Analysis

Segmentation, Targeting, and Positioning

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

Marketing Mix

• Explain How the "Four Ps" Align with One Another
• Describe How the 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


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 and Approach to Developing Marketing Action Plans and Budgets
 

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.

Special Feature

This Seminar Features Blended Learning


AMA Blended Learning combines instructor-led training with online pre- and post-seminar assessments, tune-up courses, and other resources to maximize your training goals. Through a blend of proven instructor-led seminars and powerful online technology, AMA Blended Learning provides a compelling and more comprehensive experience for the learner—producing a greater return-on-investment for the employer and the seminar participant.
 

Credits:

14 CPE / 1.2 CEU / 12 SMPS

This course is approved for GSA cost. Request GSA Cost

TRAINING CLASS TIME:

9:00 AM–5:00 PM (last day ends at 4:30 PM)

Seminar Summary:

Smart marketing can sell a product in spite of a slow economy and tougher competition. So know the basics and ensure your success. (see full course description)

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