Essential Skills For Marketing Staff

• Differentiate between sales and market orientation and discuss the concepts of ethical behavior and corporate social responsibility.
• Highlight types of competitive advantage and target market strategies. Review SWOT analysis and the marketing mix.
• Assess the external influences and effects of social factors on marketing. Investigate marketing's political and legal environment and the essentials of foreign competition.
• Identify ways to enter a foreign market and discuss the importance of global marketing. Summarize the impact of culture and demographics on international external marketing.
• Explain why consumer behavior is important to marketers and identify some influences on behavior. Outline the steps in the consumer decision-making process.
• Differentiate between consumer marketing and business marketing, review the purpose of marketing research and compare new buy, modified re-buy and straight re-buy.
• Evaluate different types of market segmentation and learn the steps to segment business markets. Depict strategies for product development and business growth.
• Explore the different types of new products and outline methods for creating a marketing mix. Review the ways retail segments are used to reach target markets.
• Differentiate between goods and services and scrutinize the functions of marketing channels and channel intermediaries.
• Understand why companies use public relations, advertising's effects on consumers and the purpose of trade and consumer sales promotions.
• Explore different pricing strategies and the steps in the selling process. Examine the factors that help determine price.
   

• Anyone wanting to learn the basic fundamental processes of sales, marketing and branding
• Secretaries, Receptionists and Administrative Staff who want to improve their marketing and business skills. 
• Small business owners.
• This course is an introduction to marketing fundamentals and will suit those with no sales and marketing experience or knowledge.

Marketing Philosophies and Ethics

• Introduction to Marketing: Definition and Applications
• Marketing, Production, Sales & Societal Marketing Orientation
• Market Orientation and Sales Orientation: Definition and Differences
• Ethical Behavior in Marketing: What Are Marketing Ethics?
• Business Ethics: Corporate Social Responsibility
• Ethics and Cause-Related Marketing

Competitive Advantage

• Competitive Advantage: The Importance of Strategic Marketing
• Business Plans: How to Develop a Business Mission Statement
• What is SWOT: Situation Analysis in Marketing
• Types of Competitive Advantage: Cost, Product, Niche & Sustainable Advantages
• How to Identify Strategic Alternatives in Marketing
• Target Market Strategies for Successful Business
• The Marketing Mix: Product, Place, Price & Promotion

The Marketing Environment

• Marketing Environment: External Influences on Marketing Strategy
• Attitudes, Values & Belief: Social Factors in Marketing
• Consumer and Industry Reaction to the Market and Economy
• Technology's Impact on Marketing and Marketers
• The Political and Legal Environment of Marketing
• Foreign and Domestic Business Competition: Definition and Regulations

International Marketplace

• International Marketing: The Importance of Global Marketing Strategy
• Internet and Global Marketing: Ecommerce on an International Scale
• International External Marketing: Culture, Economics, Te& More
• International Marketing Mix and the 4 Ps of Marketing
• Breaking Into Foreign Markets: International Marketing Strategies

Consumer Decision Making

• Understanding the Consumer Decision-Making Process: A Marketing Must
• Consumer Behavior Theory and Marketing Strategy
• Consumer Psychology and the Purchase Process
• Brand Familiarity and the Purchase Process
• Cognitive Dissonance & Post-Purchase Process
• Buying Behavior and Marketing: Types of Consumer Buying Decisions
• Influences on Consumer Buying Decisions: Cultures, Values & More

Business Marketing and Marketing Research

• B2B vs. B2C: How Business Marketing Differs from Consumer Marketing
• Business Marketing: Producers, Resellers, Governments & Institutions
• Business Buyers: New Buy, Modified Rebuy, Straight Rebuy
• Marketing Research: Definition, Purpose and Role in Marketing Strategy
• How to Establish a Marketing ResearProject

Segmentation and Product Marketing

• Market Segmentation: Why Market Segments Are Important to Marketers
• Market Segmentation: Geographic, Demographic, Psychographic & More
• How to Segment Business Markets Step-by-Step
• Positioning and Differentiation in Consumer Marketing
• What is a Business Product: Definition for Marketers
• Consumer Products: Convenience, Shopping, Specialty & Unsought Products
• Product Development and Business Growth: Process & Strategies
• Branding and Brand Equity in Business Marketing

Managing a Product and Retailing

• How to Develop and Market New Consumer Products
• Types of New Products: New Product Lines, Product Improvements & More
• How to Create a Marketing Mix for Individual Cultures & Countries
• How a New Product is Adopted by Consumers
• Classes of Adopters: Innovators, Early, Late and Laggards
• Product Life Cycles: Development, Design and Beyond

Services Marketing, Marketing Channels & Supply Chain Management

• Services Marketing: The Difference Between Services and Goods
• How Non-Profit Marketing Differs from For-Profit Marketing
• Marketing Channel: Definition and Function in the Marketplace
• Channel Intermediaries: Definition and Function in Business
• Channel Conflict: Horizontal & Vertical Conflict
• Supply Chain Management: Technology, Measurement, Relationship & Material Integration

Promotion, Advertising and Public Relations

• Promotion and the Consumer Communication Process
• Goals of Promotion and the Marketing Mix
• Consumer Awareness of Promotion: The AIDA Acronym
• Integrated Marketing Communication and the Marketing Plan
• The Promotional Mix: Target Markets, Buying Decisions & More
• Effects of Advertising on Consumer Buying Behavior
• Types of Advertising: Institutional and Product Advertising
• Advertising Media Choices and Marketing Strategy
• How Public Relations is Different from Advertising

Selling and Pricing Strategy

• Relationship Selling vs. Traditional Methods: Definition and Purpose
• Personal Selling: The Steps of the Selling Process
• Pricing Decisions: Profit-Oriented, Sales & Status Quo
• Pricing Objectives: How Firms Decide on a Pricing Strategy
• Pricing Strategy and Consumer Perception
• Price Elasticity: Understanding Supply and Demand
• Pricing Cost: What Motivates Mark-up and Break-Even Pricing
• Price Selection: How Businesses Select the Correct Price for Products