Fundamentals of Marketing: Your Action Plan For Success

Length: 3 days

Today, marketing is at the epicentre of any successful business strategy. As a marketer, you need to thoroughly understand both the internal and external forces that impact the profitability of your products or services and, ultimately, your organisation. This intensive four-day seminar gives you the hands-on tools, techniques and skills you need to deliver bottom-line contributions and become a strategist who can think and act "outside the box."

Who should attend:

Newly appointed marketers with less than three years of experience in marketing, as well as product/brand managers and new product developers.

How You Will Benefit:

·     Acquire the skills, tools and techniques to identify, evaluate and solve marketing problems

·     Recognise the importance of strategy and learn to develop an effective marketing plan

·     Gain expertise at evaluating pricing strategies, collecting vital competitive intelligence and researching new markets

·     Learn the components of an effective marketing communications mix

·     Understand the impact of the Internet on marketing strategies

·     Enhance your knowledge of marketing segmentation, life cycle extensions, product positioning and more

·     Learn how to maximise sales force and distributor relationships

What You Will Cover:

·     Marketing: the big picture

·     Creating a strategic marketing plan

·     Mapping out your strategy

·     How to successfully manage your product’s life cycle

·     The power of pricing

·     How to build a winning distribution system

·     The role of segmentation

·     Using market research to advance your marketing efforts

·     What you need to know about promotion

·     Where new products fit into the marketing picture

Extended/Detailed Seminar Outline

Learning Objectives

·     Acquire the Skills, Tools and Techniques to Identify Evaluate and Solve Marketing Problems

·     Recognise the Importance of Strategy and Learn to Develop an Effective Marketing Plan

·  Gain Expertise at Evaluating Pricing Strategies, Collecting Vital Competitive Intelligence and Researching New Markets

·     Learn the Components of an Effective Marketing Communications Mix

·     Understand the Impact of the Internet on Marketing Strategies

·     Enhance Your Knowledge of Marketing Segmentation, Life Cycle Extensions, Product Positioning and More

·     Learn How to Maximise Sales Force and Distributor

Introduction

·     Learn Course Agenda, Major Areas Discussion

·     Participant Intro/Exercise

·     Road Map (Individual Setting)

Marketing the Big Picture

·     Define Marketing and Understand Why It Is the Engine Driving All Business Strategy Today

·     Define the Role of a Marketing Manager in Setting the Strategic Direction of the Company

·     Understand How Marketing Fits into the Organisation

·     Embrace and Apply the Key Dimensions of Marketing

The Marketing Mix Big Picture

·     Explore and Apply the Components of the Marketing Mix Components, the 4Ps

·     List and Discuss the Differences between Marketing and Sales

·     Develop and Apply a Customer/Product/Service Matrix

·     Understand and Apply a Sustainable Competitive Advantage as a Core Marketing Strategy

·     Differentiate Both Products and Services Using Hard and Soft Components

·     Develop and Apply a Feature-Benefit Analysis for Products and Services

·     Analyse Marketing’s Impact on the Company’s Top and Bottom Line

Strategy

·     Define a Sustainable Competitive Advantage

·     Define and Understand the Key Strategic Positions in the Market

·     Recognise and Understand the Characteristics and Style of Dominant Market Leaders

·     Analyse and Apply Defensive Market Strategies

·     Develop and Apply Attack Market Strategies

·     Understand and Execute Flanking Manoeuvres in the Marketplace

·     Recognise, Understand and Apply Niche Marketing Techniques

·     Develop Guerrilla Marketing Strategies

Strategic Marketing Plans

·     Identify and Understand the Strategic Planning Pyramid

·     Define the Basic Planning Terms, Including: Mission, Goal, Objective, Strategy and Tactic

·     Develop SMART Goals and Objectives

·     Understand and Analyse a Mission Statement

·     Write a Positioning Statement for Any Product or Service

·     Conduct a SWOT Analysis

·     Format and Develop a Product or Service Annual Plan for Any Product or Service

Product and Service Life Cycles

·     Analyse the Different Stages of the Product, Service and Market Life Cycles

·     Manage the Different Stages of the Product Life Cycle (PLC)

·     Develop and Conduct a Relative Market Share Analysis

·     Make Decisions Using a Growth Share Matrix

·     Extend an Existing Product or Service Life Cycle

·     Apply a Business Screen Analysis to Make "Go, No Go" Product and Service Decisions

Pricing

·     Understand the Impact of a 1% Price Increase

·     Understand the Impact of a 1% Cost Decrease

·     Identify and Manage Pricing Forces, Both Internal and External

·     Establish Pricing Objectives

·     Identify the Participants in the Pricing Process

·    Design and Apply Various Pricing Strategies during the Different Stages of the Product or Service Life Cycle

Place (Distribution)

·     Identify and Understand the Various Distribution Channel Options Available to a Marketer

·     Differentiate the Channel Options

·     Understand the Advantages of Each Option Strategy

·     Manage and Compensate for the Channel Disadvantages

·     Apply the Channel Strategies

Segmentation

·     Define a Market Segment

·     Identify the Benefits of Segmentation

·     Apply a Segmentation Matrix

·     Differentiate the Various Segmentation Options

·     Develop a Product or Service Positioning Statement

·     Understand the Key Elements of Segment Including an Internet Strategy

·     Identify Segment Characteristics and Sources

·     Understand the Special Benefits of Segmentation

Marketing Research

·     Define Market Research

·     Design a Research Project

·     Identify the Steps to Design a Research Project

·     Understand the Requirements of Effective Research

·     Apply Internet Research Techniques

·     Manage and Avoid the Barriers to Effective Research

Promotion

·     Identify and Use the Various Market Communications Options

·     Develop and Use a Promotional Tool List

·     Analyse and Develop an Average Communications Budget Distribution

·     Develop and Use a Relative Cost per Impression Matrix

·     Analyse the Various Advertising Options

·     Identify and Use Web Page Strategies

·     Understand the Relationship of Advertising and the Life Cycle

New Products

·     Understand the Reasons for New Products

·     Analyse and Apply the New Product/Service Matrix

·     Understand the Seven Stages of Product or Service Development

·     Adapt and Apply a Product or Service Charter

·     Identify Sources for New Product and Service Ideas

·     Apply the Screening Process and Conduct Concept Testing

·     Analyse Prototyping, Including Alpha and Beta Testing

·     Discover How Consumers Adopt New Products

·     Apply Tips to Improve Development