Essentials of Marketing
Course Ref: MO1

Should I attend this course?
Marketing is the vital process which enables the right message about your organisation's products or services to reach the right customers, and to engage them to buy.

If you are new to the field of marketing, or if you would like to gain an understanding of the general principles, this course will help you to understand the key concepts. You will be introduced to the importance of understanding your customers, and you will discover how to target customers by matching your product to their needs. You will learn the details of the 'Four P's of Marketing': Product, Price, Placement and Promotion, and how these are applied in practise.

This is a highly interactive and practical course, and you will have the opportunity to share ideas and experiences, and to learn through examples, discussions and exercises.

What will I learn?
After attending this course, you will be able to:

• Explain the important role of marketing
• Explain how to gain an understanding of customer needs and the marketplace
• Identify the competitive advantages of your product or service
• Explain how to place your product or service correctly
• Identify the correct price and plan your pricing strategy
• Explain how different promotional methods can be used effectively

What does the course cover?

• What is marketing?
• How do the forces of supply and demand operate in the marketplace?
• How can I understand the needs and desires of customers?
• How can I build a profile of market segments and demographics?
• How can I identify my target customers effectively?
• What methods can I use to research the market for my product or service?
• FAB: What are the Features, Advantages and Benefits of my product or service?
• USP: What are the Unique Selling Points of my product or service?
• How can I forecast the life cycle of my product?
• How can I plan my marketing strategy?
• What are the benefits of conducting a SWOT analysis?
• How can I determine the correct positioning for my product or service?
• What process can I use to set the correct price?
• What pricing strategy should I use?
• Customer psychology: What will make people want to buy?
• What methods can I use to promote my product or service effectively?
• How should I plan a promotional campaign?
• What is Relationship Marketing?
• Why is customer retention important?

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