Fundamentals of Marketing

Overview:

Introduction:

Marketing is the cornerstone of any successful business, encompassing activities that promote, sell, and distribute products or services to target audiences. Understanding marketing fundamentals enables organizations to connect with customers, build brand value, and drive growth. This training program offers a comprehensive overview of core marketing principles, strategies, and tools, equipping participants with the knowledge to effectively position their brands and achieve business goals.

Program Objectives:

By the end of this program, participants will be able to:

• Explore the core principles and elements of marketing.

• Analyze consumer behavior and its influence on marketing strategies.

• Develop effective marketing plans tailored to organizational objectives.

• Assess the role of branding and communication in building customer loyalty.

• Utilize marketing channels to optimize customer reach and engagement.

Targeted Audience:

• Business owners.

• Sales and business development professionals.

• Professionals in non-marketing roles looking to gain marketing knowledge.

Program Outline:

Unit 1:

Introduction to Marketing:

• Definition and scope of marketing.

• Core marketing concepts: needs, wants, and demands.

• Overview of the marketing mix (4Ps): product, price, place, promotion.

• The importance of customer-centric marketing.

• Key trends shaping the marketing landscape today.

Unit 2:

Understanding Consumer Behavior:

• Factors influencing consumer decision-making.

• Market segmentation and targeting approaches.

• Consumer psychology and buying patterns.

• The role of cultural and social factors in shaping preferences.

• Techniques for gathering and analyzing customer insights.

Unit 3:

Marketing Strategies and Planning:

• Steps for developing an effective marketing plan.

• Setting SMART marketing objectives.

• Competitive analysis and positioning strategies.

• Integrating digital and traditional marketing methods.

• Importance of monitoring and adapting marketing strategies.

Unit 4:

Branding and Communication:

• The role of branding in business success.

• Key elements of a strong brand identity.

• Strategies for effective brand communication.

• Building and maintaining customer loyalty through branding.

• Tools for evaluating brand performance.

Unit 5:

Marketing Channels and Distribution:

• Overview of traditional and digital marketing channels.

• Selecting the right channels for target audiences.

• Omnichannel strategies for seamless customer experiences.

• Role of social media, email, and content marketing in customer engagement.

• Tools for measuring channel performance and optimizing reach.