Essential Marketing Skills

People new to the marketing field, whether they are marketing and sales staff requiring an update or refresher, or managers who require an understanding of core marketing principles.

Identify and recognize fundamental marketing concepts and processes
Identify necessary information toassist the non-marketer in understanding the fit between marketing and overall business strategy

DEFINE MARKETING
• Identify the definition of marketing
• Identify definitions of key marketing terms and language

UNDERSTAND THE FEATURES AND BENEFITS OF THEIR SERVICE

DEVELOP A MARKETING STRATEGY LINKED TO THE BUSINESS PLAN
• Identify a target opportunity
• Identify the definition of market segmentation
• Identify characteristics to consider when implementing a market segmentation strategy
• Identify steps of the market segmentation process
CARRY OUT A SWOT ANALYSIS AND DEVELOP AN ACTION PLAN AS A RESULT
• Identify components of a SWOT analysis
• Implementing the components of the SWOT analysis

IDENTIFY THEIR MARKET RESEARCH REQUIREMENTS AND CONDUCT THE RESEARCH AS NEEDED
• Defining and evaluating your place in a market
• Providing information regarding future trends in demand
• Identifying customer needs and requirements
• Discovering what they think of you and your offerings
• Uncovering ways to delight your customers further
• Providing an evaluation of advertising and promotional strategies and their content
• Revealing opportunities for business development and improved competitiveness
• Discovering opportunities for increasing profit/product penetration

UNDERSTAND THE ELEMENTS OF THE MARKETING MIX
• Identify the four components of the marketing mix
• Identify the stages of the product life cycle
• Create a marketing mix using the four P’s

IDENTIFY OPPORTUNITIES FOR PROMOTIONAL ACTIVITY AND PRODUCE EFFECTIVE PROMOTIONAL MATERIALS
• Identify the definition of integrated marketing
communication
• Select the elements of a promotional mix
• Identify common issues to consider when creating a promotional mix
• Select the primary types of advertising
• Sequence the steps for creating an advertising campaign
• Apply the steps for creating an advertising campaign
• Identify the goal of sales promotion in an advertising campaign
• Sequence the steps of the personal selling process
• Apply the steps of the personal selling process

LEARNING TOOLS

S.W.O.T analysis model
Product life cycle model
Strategic marketing planning template
Marketing informative system
G.E portfolio model