Marketing Essentials
Course Length: 1 day
Delivery Methods:
Available as private class only
Course Overview
Students in this Marketing Essentials training class will learn techniques to define a company's goals, guide the company's actions toward achieving those goals, and provide guidelines for evaluating the company's progress toward those goals. The role of a marketing plan as a part of the strategic plan of a company is discussed, as well as an overview of marketing fundamentals. Students will explore the individual components of a marketing plan.
Course Benefits
- Learn how marketing fits into the overall strategic plan of a company.
- Learn the purpose of the marketing plan.
- Learn the key principles involved in writing a marketing plan.
- Learn the underlying process of goal setting, implementation, and monitoring performance.
- Learn how to write a comprehensive marketing plan.
Course Outline
- Marketing Planning: New Pace, New Possibilities
- Marketing Planning Today
- Developing a Marketing Plan
- Preparing for Marketing Planning
- Analyzing the Current Situation
- Understanding the Marketing Environment
- Analyzing the Internal Environment
- Analyzing the External Environment
- Segmenting, Targeting, and Positioning
- Segmenting Consumer and Business Markets
- Assessing and Targeting Segments
- Positioning for Competitive Advantage
- Planning Direction, Objectives, and Marketing Support
- Determining Market Plan Direction
- Setting Marketing Plan Objectives
- Planning Marketing Support
- Developing Pricing Strategy
- Understanding Value and Pricing Today
- Planning Pricing Decisions
- Developing Marketing Communications and Influence Strategy
- Planning to Communicate with and Influence Audiences
- Using Communication Tools to Engage Audiences
- Planning Metrics and Implementation Control
- Measuring What Matters and Planning Metrics
- Planning Forecasts, Budgets, and Schedules
- Controlling Marketing Plan Implementation
Class Materials
Each student will receive a comprehensive set of materials, including course notes and all the class examples.