Fundamentals of Marketing (TWO DAY)

The goal of this workshop is to help those new to marketing become more dynamic marketing professionals by being able to develop their own marketing strategy and marketing plans. Thus the workshop will help participants understand the entire marketing management process, be comfortable developing marketing strategies and preparing an effective marketing plan, and be able to make sound and timely decisions based on the market information on hand. Attendees will be exposed to the practical marketing tools and techniques needed to create usable, implementable marketing strategies and plans. Our interactive workshop and team-oriented learning process will reinforce key points and importantly, give you hands-on experience.

Those new to marketing often mistake promotion or advertising for marketing; while both of these functions are part of marketing, they are not the most important part. Identifying consumer needs, developing appropriate products, then pricing, distributing and promoting them effectively is marketing.

This practical, real world course helps participants gain the skills they need to direct the critical marketing functions needed to drive corporate growth more efficiently and effectively. As a result this course focuses on key marketing elements including brand positioning; the role of brand management; how to bring a campaign to life; the creative brief and strategy; developing a great marketing plan-and more.

The value of this course is that it is taught by working professionals who know what it takes to get the job done and understand the difference between textbook learning and real-world experience. The course also incorporates real life exercises, such as examining the 7P's (the essentials of marketing) and giving participants an understanding of how to manage a brand.

With the marketplace changing at such a rapid pace, having a working knowledge of marketing fundamentals is essential if a marketer is serious about managing his/her brand and managing their career. From brand equity to audience segmentation to the marketing toolbox and ROI, this course is an intensive overview that will build a lifelong foundation for all those interested in future management positions.

Who is This Course For?

All managers responsible for their firm's marketing, brand or divisional business who are ready to take it to the next level. It's also for those new to managing marketing, including brand managers, assistant brand managers and senior professionals wishing to refresh their skills.

Key Takeaways

Determining the definition and role of marketing with your company
How to build a competitive edge that distinguishes your brand
Understand what customer-centric marketing means and why it's so important
Learn why brand positioning is a powerful tool to drive brand value
Understand why everything you do (packaging, advertising, PR, internal staff) is marketing.
Why everything marketing starts and ends with the customer.
Learn how to focus and align your brand with customers using a SWOT Analysis.
Appreciate the role of innovation in developing and executing a long-term plan.
Recognize the key elements of a successful Marketing Plan-and the importance of executing that plan brilliantly
Know why understanding consumers' purchasing process is critical to driving brand loyalty.

*The training agenda for any on-site program is finalized following a discussion with the training instructor to ensure it is relevant for your team.

Training Module*	Takeaway*
1. Introductions to session & instructors	Objectives for the session. Goals of participants. Understand how course differs from “textbook learning” – real world applications.
2. The Essentials of Marketing	The ideal role of marketing Define what marketing is and how it fits into the organization Review why marketing-oriented companies typically outperform other companies
3. Understanding and Aligning the Components of the Marketing Mix	Learn the components of marketing tactics and how they align with one another Understand how to best harness the 7 P’s: Product, Place, Promotion, Price, Packaging, Positioning, People) Learn how to see products as a bundle of customer-desired benefits Explore the benefits of pricing objectives and strategies Compare and contrast various distribution options Discover the strengths and weaknesses of various promotional methods Explore the power of the package Appreciate that the consumer is the center of the conversation. How do you connect with customers and brand advocates to your brand?
4. The Importance of Brand Positioning	Understand the power of positioning What is your USP? What is the marketing promise and marketing message? How do they differ / are they same? What makes them relevant and compelling? Why the Positioning Statement must be consistent over time. Analyze Rational and Emotional benefits of Brand Positioning
5. Market Segmentation Strategies	Who is your most important audience? What does your customer want? Are you delivering it? What are the best strategic approaches to the planning process? Understand the advantages of mass marketing vs. target marketing as well as the efficiencies and effectiveness that can be realized through pinpoint marketing Learn how to optimally segment the market (whether in a B2B or B2C environment) Understand the concept of customer touch points
6. Creating Customer Value, Satisfaction and Loyalty	The benefits and rationale behind developing customer value, satisfaction and loyalty How marketing communication programs cultivate strong customer relationship efforts
7. The Role Brand Equity Plays in Marketing	What do we mean by brand equity? What are other equities a brand can own? (i.e. logo, type font, music, sound effects, spokesperson, etc.) What is customer-based brand equity? What are the benefits of brand equity? How brand equity delivers value to the company

8. Effective Creative Briefs	The purpose and importance of the Creative Brief as a marketing tool The key elements of a Creative Brief Making sure the creative brief captures your positioning and meaningful point of difference The creative brief to inform creative strategy and great advertising
9. From Creative Strategy to Great Creative Work	Customer loyalty to enhance the value of a brand Customer loyalty as a sales driver Earning customer loyalty every day – a dynamic process Protecting brand loyalty and sales Key warning signs of brand deterioration? Differences between trade and consumer selling EXERCISE: What does your brand do to “earn” brand loyalty? What could it do better?
10. Measurement (Driving Success)	Marketing return on investment Calibrates effectiveness Offers continuous improvement targets Makes performance a fact Common language with finance Critical to agree on definition and usage with department head and finance Measuring ROI: What are you measuring? How are you measuring? What issues require agreement upfront
11. Writing a Killer Marketing Plan	The objectives of a good marketing plan The key elements of a complete plan How does your organization apply the plan? What are some examples of simplified, actionable marketing plans?

Fundamentals of Marketing (TWO DAY)

Course Options

Upcoming Classes

$5,000 Training Credit

Marketing Your Way