Program Overview:

If you’re new to marketing and need a basic—yet thorough—overview, this seminar is for you.
If you’re new to marketing and need a basic—yet thorough—overview, this seminar is for you. In just three days, you’ll learn the fundamentals behind successful marketing. You’ll get a complete grounding in the essentials and begin to develop the skills and techniques necessary to become a marketer who can help your company develop a marketing orientation to enhance the bottom line.

How You Will Benefit

• Acquire the basic marketing skills, tools and techniques to identify, evaluate and solve marketing problems
• Understand the components that make up compelling marketing plans that succeed in capturing customer value within a competitive environment
• Discover creative ways to apply marketing principles and practices to compete successfully in today’s business environment
• Understand the “why’s” behind basic marketing practices
• Begin to think like a world-class marketer

Program Objectives

By attending this workshop you’ll learn:

Understanding the Role of Marketing

• Define what marketing is and how it fits into the organization
• Create a marketing system exchange map
• Learn why marketing-oriented companies typically outperform other companies

Using Market Research and Market Intelligence Information Systems

• Identify the types of information found in market research
• Define the six steps of the market research process
• Explore models of consumer decision making

Leveraging Marketing Strategies

• Summarize strategic approaches to the planning process
• Compare mass marketing to segmentation marketing
• Classify ways to segment the market in both business-to-consumer and business-to-business environments
• Analyze segments and the targeting process
• Construct a differentiated positioning strategy

Understanding and Aligning the Components of the Marketing Mix

• Learn the components of marketing tactics and how they align with one another
• Learn how to see products as a bundle of customer-desired benefits
• Explore various pricing objectives and strategies
• Compare and contrast various distribution options
• Discover the strengths and weaknesses of various promotional methods

Creating Customer Value, Satisfaction and Loyalty

• Analyze the benefits and rationale behind developing customer value, satisfaction and loyalty
• Understand how marketing communication programs can cultivate strong customer relationship efforts
• Look at the importance of CRM systems in supporting customer relation efforts

Extended Seminar Outline
Learning Objectives

• Apply Marketing Principles and Practices to Compete Successfully in the Contemporary Business Environment
• Explain the “Whys” and “Hows” Behind Fundamental Marketing Practices
  Walk Away Thinking Like a Marketer

Marketing Overview

• Define Marketing
• Contrast Strategic Business Plans with Annual Marketing Plans

Market Analysis

• Describe Approaches to Gathering Marketing Information
• Identify Macro-Environmental Trends That Impact a Business
• Define Key Differences Between B2B and B2C Markets
• Conduct a Competitive Analysis
• Develop a SWOT Analysis

Segmentation, Targeting, and Positioning

• Write SMART Marketing Goals
• Compare Mass Marketing to Segmentation Marketing
• Analyze Customer Segments to Select Target Audiences
• Write a Positioning Statement

Marketing Mix

• Explain How the "Four Ps" Align with One Another
• Describe How the Product Itself Can Impact Marketing Efforts
• Explain Various Pricing Objectives and Strategies
• Discuss How Channels of Distribution Impact Marketing Decisions
• Define Objectives and Strategies for Core Modes of Communication

Creating Customer Value

• Describe How to Create Customer Value, Satisfaction, and Loyalty
• Define Net Promoter Score as a Measure of Customer Loyalty
• Identify Ways Organizations Cultivate Customer Relationships
• Create and Approach to Developing Marketing Action Plans and Budgets

Who should attend?

Newly appointed marketers with less than three years of experience in marketing, as well as product, brand and advertising managers, business professionals and executives who need to understand the importance of marketing’s role in generating profits and a framework to think like a world-class marketer.

Special Feature

This Seminar Features Blended Learning

Orbrix combines instructor-led training with online pre- and post-seminar assessments, tune-up courses and other resources to maximize your training goals. Through a blend of proven instructor-led seminars and powerful online technology, Orbrix provides a compelling and more comprehensive experience for the learner—producing a greater return-on-investment for the employer and the seminar participant.

Total Duration

3- day