Essentials of Marketing (Live Online)

Essentials of Marketing (Live Online)
June 16th, 2024


Learn more

Get the key marketing skills you need – marketing mix, segmentation, creating customer value, marketing analysis &  product positioning

• 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

Key Competences:
• Building marketing plans
• Competitive analysis
• Using the marketing mix
• 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.

Typical Participants:
• Managers
• Business Professionals

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 Modules

What will you learn and practice?

Essentials of Marketing is a 4 live online sessions hands-on training programme. The programme will be led by an experienced facilitator with former management experience in international companies.

Learning Objectives

  • Apply Marketing Principles and Practices to Compete Successfully in the Contemporary Business Environment
  • Explain the “Whys” and “Hows” Behind Fundamental Marketing Practices
  • Walk Away Thinking Like a Marketer


1 – Marketing Overview

  • Define Marketing
  • Identify the Role of Marketing
  • Contrast Strategic Business Plans with Annual Marketing Plans

2 – Market Analysis

  • 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

3 – Market Analysis (cont’d)

  • Develop a SWOT Analysis

4 – Segmentation, Targeting, and Positioning

  • Write SMART Marketing Goals
  • Compare Mass Marketing to Segmentation Marketing
  • Analyze Customer Segments in Order to Select Target Audiences
  • Write a Positioning Statement

5 – Marketing Mix

  • 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

6 – Creating Customer Value

  • 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 


Rita Oliveira Pelica


“ It is a perfect possibility to connect with people from different industries, who are dealing with the same issues.”

Agata Kulik, Product Manager Special Salts, Jungbunzlauer Ladenburg GmbH, Germany


“ Facilitator, content, tools, methods, room were very good and fitted to the participants and their needs.”

Andreas Armenat, Head of Production, GO Generics & Standard Solutions, Fresenius Kabi AG, Germany


“Very interesting topics, international and multicultural environment. Very professional coach.”

Alessandro Foresio, Vice President, Logic S.p.A., Italy


“The subjects covered were extremely relevant and gave input to my personal development.”

Rosa Karen Schmidt, Senior VP-Assistant, Novo Nordisk, Denmark



What are MCE’s Live Online programmes?

MCE’s “Live Online” programmes, powered by AMA, are live, interactive, trainer-led courses that are completely user-friendly and accessible from your office or home PC. They’re the perfect time-saving alternative when you want training but can’t get away from the office. Live online sessions use Voice-over Internet Protocol (VoIP) technology and Adobe® Flash® Player which means facilitator and participants communicate over the internet using a USB Headset with microphone to speak and listen to each other during the sessions.


Who facilitates MCE’s Live Online programmes?

A member of our expert faculty of business professionals will lead your programme. Beyond our course leaders’ experience in business training, they are specially trained to present our high-quality content in an engaging, live online format.


What will I do during the Live Online sessions?

During the Live Online sessions, you will interact with the facilitator and with other participants using voice (VoIP) and text-based chat, as well as a range of sophisticated, yet easy to use, audience participation tools such as polls, whiteboard, etc.

Throughout the programme, you will engage in discussions and experiential activities based on realistic workplace scenarios, including practical exercises and role play in breakouts, as well as individual and group debriefs.

During the breakout exercises, you will have a unique opportunity to discuss challenges and apply skills in concrete practical situations, while receiving significant feedback from others.


What are the technical requirements for my computer?

The sessions are delivered via an Internet Explorer browser session using Adobe Acrobat Connect. Internet Browser and other technical requirements are available by clicking here.


Why can’t I join on a tablet or mobile phone?

Using a desktop or laptop computer is required in order to experience all the features and interactions during the programme. We strongly recommend against using tablets or mobile phones. Click here to check the technical requirements for your computer.


Can I join on Wi-Fi?

We strongly recommend joining the sessions through a wired internet connection. Please note that Wi-Fi, Blue tooth and mobile wi-fi are all unstable and cause a deteriorated experience not only for the affected participant, but for the entire group as well, including audio drop, disconnection from the rooms and delays in the interaction.


Why do I need a headset?

An appropriate computer headset with built-in microphone is required in order to attend Live Online sessions. A headset with a microphone will allow you to hear and be heard comfortably. Connecting with the computer’s built-in audio may create echoes affecting the whole group experience, therefore we strongly recommend against it.

Your headset should have the following characteristics:

  • USB connection, with plug-and-play capability (i.e., with the software driver included)
  • A built-in microphone with noise-cancelling capabilities
  • Clear digital stereo headphone audio

A good indication that a headset will perform well for our Live Online sessions is a “designed for videoconferencing” or “designed for Skype” label. An example of a headset which has been found to work well with our Live Online programmes is the Logitech h340.

Several colleagues are attending this programme at the same time, can we all join together from the same room/computer?

Because of the various interactions taking place during the session, it is important that each individual participant joins the session on a separate computer, and from a separate room. In order to provide the best possible experience for all participants, we also strongly recommend that you sit in a quiet environment with no background noise (please try to avoid open space work areas).


What do I need to do in order to connect to the sessions?

We want you to feel completely comfortable and ready to go, so we’ll email you before your scheduled course and give you all the information you need about the simple set-up process.


What are the interactive features used during Live Online programmes?

You’ll be able to speak to and/or electronically communicate with the facilitator and other attendees. You can also share files, view the facilitator’s desktop, ask questions, tell the facilitator to speak louder, softer, slow down, etc. (through simple icons). You’ll see what your facilitator is writing, view and hear questions and comments from other attendees, and be able to work in subgroups.  A headset is required for optimal communication throughout the Live Online programme.


How far in advance do I need to register for a Live Online programme?

The earlier the better.  That way, you’ll have time to acquire your headset before the first lesson and have plenty of time to do any pre-work, downloading, pre-assessments, etc., that your programme might require. In order to experience the Live Online programme to its fullest, we recommend you register no later than one week before Lesson One.


I registered for a Live Online programme; why haven’t I heard from you?

After you register, we will always email you to confirm your registration and provide you with additional information before your first lesson. Occasionally, however, customers may not receive the emails because of their company’s email security settings, a spam blocker, or an incorrect email address. If you registered but didn’t get your confirmation email the day after registration, or an email with your access to the AMA Learning Portal, or your system readiness check email, please notify MCE Client Services at +32 2 543 21 20 immediately. We will make sure you have everything you need before your programme.


Will I get a certificate at the end of the programme?

After successful completion of the programme, participants will be awarded a Certificate. In order to qualify for this certificate, participants must register for and attend the programme using their individual log-in ID for the entire duration of the sessions. Speaking in the sessions via individual VoIP connection and participating in all of the chat, polling, and breakout exercises is required. Archived recordings or groups attending through one computer/connection do not qualify for the certificate.


What level of English do I need to take part in an MCE Live Online programme?

MCE’s participants come from over 90 different countries but all of our open enrolment programmes are run in English. You need to have a good working knowledge of English to be able to fully participate in the programme and engage in various interactions with other participants. If you have difficulty understanding these questions, the programme might be difficult for you too.


Security and Data Privacy

  • Each participant uses a unique, system-generated Login ID via Internet email.
  • Customer data privacy is a key priority for MCE. Maintaining your trust and confidence by handling your personal data securely is of the highest importance to us. For more information about what information MCE collects and how it is used, please read our Data Privacy Policy.

The MCE Team is ready to answer any questions you have. Please contact us by phone, email, contact form or even website chat. We would be happy to talk to you!

Leading BusinessPMI Certified Programme

Dates & Locations

04 Nov – 05 Nov 24 (Live Online)
Live Online


04 Nov - 05 Nov 24

4 sessions of 3 hours on:
04 Nov, 09:00 – 12:00CET
04 Nov, 14:00 – 17:00CET
05 Nov, 09:00 – 12:00CET
05 Nov, 14:00 – 17:00CET


excl. VAT*

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