Fundamentals of Marketing
This practical, real world course helps participants enhance their marketing knowledge and skills to better direct the overall marketing function and effort to drive corporate growth more efficiently and effectively.
The course covers the importance of 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. From examining the 7P’s that are the essentials of marketing to understanding the keys to managing a brand, this course 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.
Circumstances have been changing at a rapid pace, and the best marketers understand that the fundamentals are the key to managing their brand and managing their career. From brand equity to audience segmentation to the marketing toolbox and ROI the course is an intensive overview that will build a lifelong foundation for all your 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 marketing 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.
- Explore the role of marketing for your company and brand(s)
- Understand the elements of the marketing mix
- Realize the dynamics and multiple assets a brand can own
- Understand the value of building a competitive advantage and a brand positioning that differentiates your brand and drives brand power
- Distinguish between rational vs. emotional benefits
- Know how everything you do affects your brand—from packaging, to advertising to word of mouth.
- Understand what customer-centric marketing means for marketing planning and implementation. Learn how marketing today starts and ends with the customer
- Learn how to focus brand opportunities through SWOT Analysis
- Appreciate the role of innovation in developing and executing a long-term plan
- Recognize the importance of integrating all key elements of a successful Marketing Plan—and the importance of executing it brilliantly
- Evaluate the purchasing process and the dynamics of brand loyalty
- Commit to a system of measurement to evaluate marketing success
|Begins:||Tuesday, February 12, 2013 at 8:30am|
|Ends:||Tuesday, February 12, 2013 at 5:00pm|
599 Lexington Avenue
New York, NY 10022
Instructor: Paul Kurnit
Paul Kurnit is an internationally recognized marketing professional with over 25 years in the advertising and entertainment businesses. His advertising career began at Benton & Bowles and Ogilvy & Mather, where he managed a number of classic brands for Procter & Gamble, Kraft/General Foods and American Express. As president of Griffin Bacal (a DDB agency), Paul managed businesses in virtually every consumer and service business category. He was also executive vice president of Sunbow Entertainment.
As founder of Kurnit Communications, KidShop and PS Insights, Paul served as consultant for companies including Bayer, Coca-Cola, ConAgra, Disney, FEMA, General Mills, Hasbro, Mattel, MeadWestvaco, McDonald’s, Nickelodeon, Pepsi, Polaroid, Scholastic, Sony and Universal Studios.
He is coauthor of Breakthrough! A 7-Step System for Developing Unexpected and Profitable Ideas, The Little Blue Book of Marketing: Build a Killer Plan in Less Than a Day, and Food Marketing to Children and Youth: Threat or Opportunity.
A trends expert on marketing and entertainment, Paul has appeared on The Today Show, ABC, CBS News, CNN, Fox, and in publications including The Wall Street Journal, The New York Times, USA Today, Barron’s, Ad Age, AdWeek, BrandWeek, and Entrepreneur.
Paul is on the Advertising Educational Foundation board, the advisory boards of the Children’s Advertising Review Unit of the Council of Better Business Bureaus, Young Consumers: The International Journal of Advertising and Marketing to Children, and Advertising and Society Review.
He holds a B.A. in communication theory and rhetoric from the University of Wisconsin and in communication theory from Queens College, The City University of New York.
Paul is clinical professor of marketing at Pace University’s Lubin School of Business, teaching courses in advertising, marketing, marketing planning and international advertising. He also serves Pace as university advisor for the American Advertising Federation and National Advertising Student Competition. He has taught at Parsons, where he developed the school’s advertising curriculum, and at The City University of New York at its Hunter, Queens and LaGuardia campuses, teaching communication theory, small group dynamics, mass communication, film and theatre. He has been a guest lecturer at Columbia University, Cornell University, the University of Chicago, Duke, Penn State University, Tufts, the University of Massachusetts, University of South Carolina, University of Texas and University of Wisconsin.
Agenda is pending.