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The Fundamental Principles Of Marketing


Challenge current thinking and introduce new marketing concepts

Event Navigation

  • « Strategic Leadership
  • Social Media Communication & Engagement »

Overview

The workshop will deliver fundamental concepts and current practices and behaviors from which all delegates, regardless of current skill level or experience, will benefit. We will challenge current thinking and introduce new concepts to show the current and predicted approach to effective marketing. We will include the latest online marketing tools and techniques along with all other media platforms. We will look at customers – Who are they? How can we access and attract them? Participants will use case studies to explore marketing success stories and failures – organizations like Apple and Blackberry will be examples and we’ll also talk about Virgin Galactic – a very topical case study. The attendees of the program will also use their own case studies so that the learning is relevant to them and their organizations.

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Details

Start:
February 24, 2016 @ 8:30 am
End:
February 23 @ 2:30 pm
Event Categories:
In-house Training Programs, MS - Marketing and Sales
Event Tags:
In-house Training Programs

Organizers

Christopher Michael Gale
Petra Gale
  • Primary objective and benefits

    This workshop will help participants to:
    1. Examine buying triggers and convincer patterns.
    2. Understand the concept of marketing from basics to advanced thinking.
    3. Build a magnetic value proposition and a 30 second elevator pitch.
    4. Understand and apply the 4P’s and 7P’s marketing mix.
    5. Apply key marketing theories in current and predicted marketplaces.
    6. Compare and contrast between traditional approaches and new thinking.
    7. Create markets using robust segmentation techniques.
    8. Understand and apply customer profiling to enable target marketing.
    9. Evaluate, select and apply marketing approaches relevant to the identified market.
    10. Focus in on specific differentiation for competitive advantage.

Program Contents

  • Module 1 -
    Marketing Program Overview
    • Program overview and objectives
    • Delegate experience and learning objectives
    • Delegate case studies
    • Case studies we all know about
    • What are the typical marketing objectives
  • Module 2 -
    Does Marketing Begin With People?
    • The psychology of purchasing
    • The Kolb learning cycle
    • Maslow’s Hierarchy of needs
    • The power of Moments of Truth
    • Internet impact on buying behaviors
  • Module 3 -
    Activities, Processes And Tactics
    • Offline and online marketing tactics
    • Marketing strategy process
    • Marketing mix and where customers fit in
    • What is ‘market’? What do we need from it?
    • The target marketing process
  • Module 4 -
    Customer Segmentation
    • A definition we can use for segmentation
    • Examples of segmentation all around us
    • Segmentation exercise
    • Segment characteristics/challenges
    • Segmentation approaches/methods/systems
  • Module 5 -
    Customer Profiling
    • Identification, quantification, qualification
    • Viability - revenue, profit, lifetime value
    • Relevant case study exercise
    • Examples we can evaluate
    • Challenges
  • Module 6 -
    Traditional & New Approach
    • Marketing platforms and media
    • The 4P’s and 7P’s marketing mix
    • Porters Five Forces
    • The ANSOFF marketing matrix
    • Competitive advantage and Differentiation
  • Module 7 -
    The Magnetic Value Proposition
    • What is a magnetic Value Proposition?
    • Resonate, differentiate, substantiate
    • What must the MVP contain?
    • Knowing your USP’s, KSP’s, PSP’s, MAP’s
    • The MVP traps we all fall into
  • Module 8 -
    Achieving Differentiation
    • Product and service comparisons
    • Do you really have USP’s?
    • Are your KSP’s competitive?
    • Your current differentiation points
    • The role price plays in marketing
  • Module 9 -
    Marketing Theory: Kotler, Drucker
    • Price and distribution vs needs and benefits
    • Value based marketing and value exchange
    • Needs, features, advantages and benefits
    • Converting marketing into sales
    • The Apple approach to marketing
  • Module 10 -
    Bringing It Into Your Reality
    • Your marketplaces / customers / brand
    • Your products and services
    • The platforms/media you market through
    • Awareness / Advocacy / Sales
    • Action planning for what you will take away

Related Training Programs

  • Statistics For Researchers

  • Strategic Negotiation

  • Smart Selling With NLP

Event Navigation

  • « Strategic Leadership
  • Social Media Communication & Engagement »

Download Brochure

Training Program Quick Facts

ID: MS01E
Duration: 4 days
Language: English
Timing: 8:30 am-2:30 pm

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