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Essentials of Marketing

Get the key marketing skills you need in your role as marketing manager.

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The Key Issues

When you move into a new marketing role in product, brand or advertising management, you need to get key marketing skills fast. You need to understand the key differences between B2B and B2C marketing and explore the 4 Ps for your company.

Building marketing plans

Competitive analysis

Using the marketing mix

Key Competences​

Creating customer value

Developing pricing strategies

Customer segmentation

The Right Programme for You

You are a newly-appointed marketers or a product, brand, or advertising manager. You want to understand and learn what is marketing’s role in generating profits for your company or organization.
  • Business Professionals
  • New Managers
  • Managers
  • Senior Managers

Highlights

Learn how to develop your own marketing action plans and marketing budgets for your company.

Explore the key differences between B2C & B2B marketing After the programme, you think like a marketer.

Focus on the 4Ps and what it means for your company.

Learn, Practice and Use

  • Recognize the wide-ranging marketing roles and functions within different organizations
  • Understand the key differences between B2B and B2C markets and marketing
  • Apply modern techniques for conducting marketplace analysis
  • Utilize insightful marketing tactics to pinpoint why customers buy or don’t buy
  • Align the 4 Ps with your products, services, and customer wants and needs
  • Contrast strategic business plans with annual marketing plans
  • Learn how to write SMART marketing goals
  • Compare mass marketing to segmentation marketing
  • Define Net Promoter Score as a measure of customer loyalty
  • Understand different pricing objectives and strategies
  • Share your knowledge and challenges with your peers and MCE's highly experienced faculty

Programme Details

Essentials of Marketing is a 4 live online sessions hands-on training programme. It focuses on the differences between B2B and B2C marketing as well as the 4Ps and what it means for your company.

Six Programme Modules

  • Define Marketing
  • Identify the Role of Marketing
  • Contrast Strategic Business Plans with Annual Marketing Plans
  • 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
  • Write SMART Marketing Goals
  • Compare Mass Marketing to Segmentation Marketing
  • Analyze Customer Segments in Order to Select Target Audiences
  • Write a Positioning Statement
  • Explain How the Four Ps Align with One Another
  • Describe How a 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
  • 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 an Approach to Developing Marketing Action Plans and Budgets
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Faculty

Bettina
Hausmann

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Bettina
Hausmann

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Bettina
Hausmann

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Bettina
Hausmann

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Bettina
Hausmann

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Testimonials

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