Audience

Managers, prospective managers, and anyone else within an organization involved in making business decisions

Prerequisites

None

Course Aim

To introduce the learner to the principles of marketing and to describe how businesses undertake their marketing function

Learning Objectives

Define the term 'marketing'. Describe the uncontrollable market factors. Describe form, time, place, and information utility. Describe market segment. Explain the importance of customer satisfaction. Describe the marketing mix. Identify key issues of product mix. Define a product life cycle. Identify methods of distribution. Identify issues of pricing. Identify methods of promotion.

Topics Covered

Market Planning and the Marketing Mix - Hands-on: Market planning - The Marketing Mix - DecisionPath: Implementing a Marketing Strategy The Management of a Product or Service - The product mix - Hands-on: Distribution channels - Pricing a product or service - Hands-on: The promotion of a product or service

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