Principles of Marketing

Course details

This course is an introduction to marketing activities in modern business firms

in this course emphasis is on marketing role & planning , consumer behavior, promotions & execution of the marketing mix , learn how to apply concepts & perspectives  to current marketing problems & opportunities through case studies analysis & class discussion

Course outlines

• Define Marketing
• when do market exist ?
• Distinguish between Goals , Wants , Needs
• Distinguish between products &  services
• List the stages in the Consumer buying process
• Distinguish between different variations of purchase behavior
• Low involvement product Vs High involvement products
• Identify psychological influence on buying behavior
• Identify different types of corporate buyers
• Define target market & Segmentation
• Discuss the importance of Segmentation
• List the steps used to segment the markets
• Define Key Competitors
• Competitors analysis  :  SWOT analysis
• Discuss the impact of competitive actions on marketing
• Identify elements of the marketing mix ( 4Ps)
• Discuss relationship marketing & customer added  value
• Define the stages of the product life cycle
• Apply Marketing strategies to each stage of the cycle
• What is Branding ?
• Describe the elements of branding
• list the stages of introduction of new products
• List the elements that make up price
• The Break-Even  point
• Identify different pricing strategies
• Describe price adjustments
• Channels of distribution
• Communication Vehicles ( Sales promotion , Personal selling , Public Relation , Events , sponsorship , Direct
• Marketing , Social Media )
• Define Globalization
• Apply environmental scanning to international markets
• Discuss cultural persity
• Discuss  international marketing activities

Learning Objectives:

After completion of the course the trainee will be able to :

• Be familiar with role of marketing
• Identify the types of products & services
• The Consumer behavior & how do they evaluate products or service
• The psychology behind the buying behavior
• How to analyze competitors based on SWOT analysis.
• Identify the marketing mix ( 4Ps)
• How to Branding the product
• Pricing strategies impact on the buying decision
• Describe the channels of distribution
• study the global markets & their specific needs
• how to form basics marketing plan

Course Features:

• Use audiovisual examples, practical exercises
• Case studies for more demonstration
• Role plays & teams games

Who should attend

Junior Marketing specialists, Anyone wants to be familiar with the marketing tasks