Fundamentals of Marketing

Introduction

Success in marketing requires understanding a number of fundamental concepts, theories, tools, and techniques. Whether you are new to marketing or need a refresher on the fundamentals, this LAKESHORE ISL Sales & Marketing training course on Fundamentals of Marketing provides a clear understanding of marketing principles and best practices. Delegates will learn the components of a marketing plan and how to develop a plan based on specific quantifiable organisational Objectives. Some of the important topics for this LAKESHORE ISL Sales & Marketing training course include consumer behaviour, market segmentation, target marketing, marketing plans, and social media marketing strategies.

Delegates will walk away from this LAKESHORE ISL training course with an understanding of the basics of marketing and how to think, talk, and act like a marketing professional. The Objectives of this LAKESHORE ISL Sales & Marketing training course on Fundamentals of Marketing are to demonstrate the role of marketing in the organisation and to show how an effective marketing plan creates value for customers. Delegates will learn how to develop, implement, and measure a winning marketing strategy using today’s tools and platforms.

This LAKESHORE ISL training seminar will highlight skills to:

• Develop a marketing plan utilizing Best Practices to increase Profitability
• Improve the Effectiveness of Marketing Communication Strategies
• Analyse Strategic Marketing Research to Streamline the Marketing Process
• Effectively Integrate Social Media Marketing into Traditional Marketing Plan
• Utilize Marketing to Build Customer Loyalty and Brand Awareness

Objectives

At the end of this LAKESHORE ISL training seminar, you will learn to:

• Differentiate your organisation and brands from your competitors
• Utilize research to measure results of marketing initiatives
• Design, implement and manage an effective marketing plan
• Use the Marketing Mix to increase business opportunities
• Develop marketing strategies to build a competitive market advantage

Training Methodology

This LAKESHORE ISL Sales & Marketing training course on Fundamentals of Marketing encourages delegate participation through a combination of lectures, group discussion, practical exercises, case studies, video clips, and breakout sessions designed to reinforce new skills.

Organisational Impact

Major benefits to the organisation include:

• Increased revenue growth through greater market penetration
• Enhanced professionalism and public image
• Greater customer satisfaction and loyalty
• Improved brand awareness in the marketplace
• Alignment of various product marketing and branding initiatives
• Integrated social media and traditional marketing approach

Personal Impact

Participants will gain the following significant benefits:

• Increased confidence in their ability to utilize marketing best practices
• Enhanced problem-solving and critical thinking skills
• Greater job satisfaction and increased productivity
• An appreciation of their role in the marketing process
• Improved active listening, questioning and nonverbal communication skills
• Increased marketing capabilities and career advancement potential

Who Should Attend?

This LAKESHORE ISL Sales & Marketing training course on Fundamentals of Marketing is for anyone who desires to expand their expertise in marketing best practices, policies and procedures. Delegates do not require any previous marketing experience to benefit from this training. This LAKESHORE ISL Sales & Marketing training course is suitable to a wide range of professionals, but will greatly benefit:

• Marketing Professionals
• Public Relations Practitioners
• Marketing Managers
• Sales Managers
• Brand Managers
• Business Owners

Seminar Outline

DAY 1

Fundamentals of Effective Marketing Communication

• Overcoming Communication Barriers in the Marketing Process
• Enhanced Active Listening and Questioning Skills
• Individual and Group Marketing Presentation Best Practices
• Body Language: Actions Speak Louder than Words
• Marketing to the Four Customer Buying Styles

DAY 2

Marketing Plan Fundamentals and Best Practices for Driving Growth

• Understand the Relationship between Marketing and Sales
• Developing an Integrated Marketing Plan
• Marketing Budget Considerations
• Building and Managing your Brand
• Marketing with Benefits / Emotion vs. Features / Logic
• Utilizing the Price / Value Marketing Formula

DAY 3

Marketing Methods, Models, and Theories

• Common Marketing Mistakes and How to Avoid Them
• The 7 Ps of the Marketing Mix
• Product Life Cycle Stages
• Using SWOT Analysis to Identify Market Expansion Opportunities
• Market Segmentation, Targeting, and Positioning Strategies
• Steps for Planning an Effective Marketing Campaign

DAY 4

The Impact of Social Media Marketing

• Benefits of Social Medial Marketing
• Social Media Marketing Do’s and Don’ts
• Developing a Social Media Marketing Campaign
• Leveraging Blogs, Twitter, Facebook, YouTube, and LinkedIn Marketing
• Social Media Monitoring Tools and Reputation Management
• Measuring Social Media Marketing Effectiveness and ROI

DAY 5

Listening to the Voice of the Customer

• Who are your Customers?
• The Benefits of Measuring Customer Satisfaction
• Marketing with Customer “touchpoints”
• Developing a Customer Service Satisfaction Survey
• Establishing Marketing Goals to Improve Customer Satisfaction
• Developing your Marketing Action Plan