Marketing

Audience.
Anyone who works within companies and marketing positions will benefit from this course on marketing skills.

Overview
The Marketing Training Course is designed to equip participants with the knowledge, skills, and strategies necessary to excel in the field of marketing. This comprehensive program covers a wide range of topics essential for successful marketing, including market research, consumer behavior, branding, advertising, digital marketing, social media marketing, and marketing analytics. Participants learn how to develop marketing strategies, identify target markets, create compelling marketing campaigns, and measure their effectiveness. Additionally, the course may cover topics such as marketing communication, product positioning, pricing strategies, and distribution channels. Through interactive lectures, case studies, and hands-on projects, participants have the opportunity to apply marketing concepts and techniques in real-world scenarios. Ultimately, the course aims to empower participants to drive business growth, enhance brand visibility, and achieve marketing objectives in today’s dynamic and competitive marketplace.

Topics Covered.

1. Introduction to marketing skills
   • Key marketing skills.
   • What is marketing.
   • Core marketing concepts.
2. The marketing environment
   • Factors that demand strategic management skills.
   • The level of control a company has over marketing.
   • The main aims of marketing.
3. The Boston Consulting Group Matrix
   • The marketing environment.
   • Boston Consulting Group Matrix.
   • Essential aspects like products, prices, and places.
   • Product growth opportunities.
   • The Boston Consulting Group’s product portfolio matrix (BCG matrix).
   Note: The ‘Boston Box’ is essentially an analytical tool for looking at the lifecycle stages of products in an organization’s portfolio. The four quadrants introduced are:
   • Dogs – Products with low growth or market share.
   • Question marks or problem child – Products in high-growth markets with a low market share.
   • Stars – Products in high-growth markets with a high market share.
   • Cash cows – Products in low-growth markets with a high market share.
4. Products
   • Focus on products.
5. Price and place
   • Selling.
   • The level of sophistication in the market.
   • Competitor analysis.
   • Supporting the market.
   • Identifying what costs will be associated with engaging in a market.
6. Promote the product
   • How to sustain a competitive advantage.
   • Product differentiation.

Learning Outcomes:
Participants will:
• Explore the main obstacles.
• Understand the marketing process.
• Understand a range of tools and techniques.
• Examine the benefits of an effective marketing process.