Course description
Fundamentals of Marketing: Your Action Plan for Success
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
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.
Training content
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
- Develop a SWOT Analysis
Lesson Two
Market Analysis (cont’d)
- 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 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
Costs
Course price for:
- Non Members: $2195
- AMA Members: $1995
Certification / Credits
CEU: 1.2, CPE: 14
About AMA
American Management Association Company Info
The American Management Association, International (AMA) is the global leader in talent development. Founded in 1923, AMA supports the goals of individuals and organizations through a complete range of educational products and services, including instructor-led classroom and virtual seminars, webinars,...
Contact info
AMA - American Management Association
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