Course Content
Module 1: Introduction to Marketing
- Marketing and its components
- The eight components of marketing
- Marketing framework
- Marketing analysis
- Market research
Module 2: Consumer Behaviour
- Define consumer behavior
- Consumer buying decision process
- Consumer behavior and its effect on purchases
- Four behaviors consumers exhibit prior to purchase
- Consumer behavior and its effect on marketing plans
- Factors that influence consumer behavior
Module 3: Developing a Marketing Plan
- Attributes of a marketing plan
- Types of products
- Product life cycle
- Pricing strategies
- Product or service distribution
- Importance of promotional strategies
Module 4: Introduction to product and Market Assessment
- Importance of analysing your product
- Product assessment cycle
- Reasons for creating a marketing plan
- Eight elements of a market analysis
- Trends help marketers target the market
- Demographics in marketing
Module 5: Target Marketing and Segmentation
- Target marketing
- Key factors of market segmentation
- Why and how to segment markets
- Common market segments
Module 6: Brand Positioning
- Brand positioning
- Develop your own brand position
- Customer emotions role in positioning
- Strategy for implementing position
Module 7: Marketing Strategy
- Developing a market strategy
- Market strategy linked to sales
- Building or taking market share
- Selecting a competitive strategy
- High pricing versus low pricing strategy
- Problems and opportunities
Module 8: Communication Goals
- Communication plans and their effect on market behavior
- Communication objectives
- Communication tools
- Communication goals
Module 9: Product Planning
- Goal of product planning
- Importance of understanding customer preferences
- Selecting product name
- Naming techniques
- Product presentation
- Importance of knowing your audience
- Types of product presentations
Module 10: Pricing
- Price as it pertains to marketing
- Cost factors
- Pricing strategies
- Reasoning behind pricing strategies
- Discount pricing
- Guidelines for competitive pricing
Module 11: Distribution
- Distribution process
- Distribution strategies
- Direct channel distribution
- Indirect channel distribution
- Physical distribution process
- Inventory management
- Order processing
Module 12: Technology in Marketing
- Role of technology in marketing
- Four segments of internet marketing
- Creating a website
- Email marketing
- Search engine marketing
- Social media marketing
- Social media as a marketing tool
Module 13: Marketing Strategy Evaluation
- Why a marketing plan evaluation is necessary
- Type of marketing evaluations
- Identifying strengths and weaknesses
- Evaluation process checklist