• A 34 Page Participant Manual
• 72 Customizable PowerPoint Slides
• Ready-To-Use Training Games And Training Icebreakers
• A Course Advertorial
• Eight Pre-written Expert Training Guides
• Customizable Exercises And Tests
• Further Reading Lists

At the end of this training course your learners will be able to:

• Identify the main obstacles.
• Understand the marketing process.
• Understand a range of tools and techniques.
• Explain the benefits of having an effective marketing process.

These are the 6 key sections of this training course.

1. Marketing skills

The content focuses on:

• Developing great marketing skills.
• Exploring “what is marketing?”
• Presenting a range of marketing core concepts.

2. The marketing environment

This content demonstrates the role played by the work environment.

To illustrate, marketing is composed of and influenced by, many areas such as:

1. Governments.
2. Socio-cultural aspects.
3. Economics.
4. Competitors.
5. Suppliers.
6. Customers.
7. Employees.
8. Technology.

The content will:

• Explore the significant factors that demand strategic management skills.
• Examine the level of control their company has over these efforts.
• Focus on the main aims of marketing.

3. The Boston Consulting Group MatrixThe content in this section will:

• Discuss how to identify product growth opportunities.
• Focus on the Boston Consulting group’s product portfolio matrix (BCG matrix). This matrix focuses on long-term strategic planning for products.

Note: The ‘Boston Box’ is essentially an analytical tool for looking at the lifecycle stages of products in an organization’s portfolio.

The four quadrants introduced are:

1. Dogs - Products with low growth or market share.
2. Question marks or problem child - Products in high growth markets with a low market share.
3. Stars - Products in high-growth markets with a high market share.
4. Cash cows - Products in low growth markets with a high market share.

4. ProductsThis section focuses on products.5. Price and place

It’s important to remember that products need to sell within marketplaces.

And, as such, they require a unique price for any company.

To illustrate, from a marketing perspective, prices typically are set by the following steps:

1. Consumer analysis.
2. Channel analysis.
3. Competitor pricing analysis.
4. Economic-capacity analysis.
5. Pricing objectives.

The content in this section pinpoints these aspects. For example:

• Where exactly are you going to sell your product?
• What is the level of sophistication in the market?
• Which competitors are already there, and what market share do they have?
• How will you support your market?
• What costs will be associated with engaging in this market?

6. Promote the product

In this final section, the content highlights that:

1. Marketing is the process of making potential customers aware of your product and what it offers.
2. Marketing persuades potential customers to purchase your product.

And, the content will encourage your audience to consider the following questions:

• Who are the targets?
• Where are they located?
• What is their level of knowledge?
• What message do you want to get through?
• How will you measure the success of the promotional activity?
• What budget do you have to resource the promotional activity?

In the final part of the course, the content:

• Explores how to sustain a competitive advantage.
• Differentiates products from those of the competition to achieve a level of competitive advantage.
• Discusses how this differentiation can come from - the actual product, pricing advantages, accessibility for customers (place), and the level of productive promotional activity introduced.