Every business needs a brand that customers recognise – and the only way to achieve this is through marketing. Learn about how to incorporate sales, marketing, advertising and public relations into a business with this fundamentals of marketing course.
Marketing Foundations is an online professional development program that will provide you with the critical marketing skills you need to build your business brand. It’s also an excellent introductory course for entry into the marketing industry.
Throughout this fundamentals of marketing course, you will learn about the most critical aspects of marketing, from product knowledge to presentation, promotions, closing the sale and after-sales services.
You will also learn how to manage the marketing mix for a small enterprise, create a marketing campaign, evaluate customer service, conduct market research, and consider the impact of marketing efforts.
On completion of this course, you will have a foundational understanding of how to implement marketing strategies for a business focusing on profitability and efficiency.
Unit - Marketing Foundations
Unit 1 – Marketing and the business
What is marketing, and its significance
Starting out in business
Access to information
Focus on market niche
Buying a business
choosing a premises (home or commercial premises, leasing a shop)
Forecasting the future
Understanding market niche
Some specific business alternatives
Value of business
Improving results in business
Unit 2 – Scope of Marketing
The difference between the potential market
What is marketing?
Marketing management philosophies
The production concept
The selling concept
The marketing concept and the societal marketing concept
Supply and demand
Performance criteria for an economy
Available market and target market
Penetrated market for a product/service of your choice
Different advertising approaches
Improving results in business
Unit 3 – Target Marketing
Understanding the marketplace
Know your market
What is targeting?
Defining your target market
Determining market segmentation
Projecting the future
Positioning a product
Stages that sellers move through in their approach to a market
Advantages of target marketing as compared to mass marketing and product-differentiated marketing
Unit 4 – The Marketing Mix and Managing the Marketing Effort
Product, price, place, and promotion
What is the purpose of advertising?
Deciding on the marketing mix
Affects and interactions between marketing and other operations of a business.
Unit 5 – Product Presentation and Packaging
Importance of product knowledge
Core, tangible and augmented products
Products, product line and product mix
Characteristics of consumer goods
Product line decisions
Fixtures and fittings
Displaying products for sale
Personal service, mail order or self service:
Key to good merchandising
Example of a merchandising program
Signs and signposting
Organising the work place
Unit 6 – Promotion Communication skills
Creating buyer awareness
Promotional campaign strategy
The promotional message
Cost effective promotions
Timing of promotions
Channels of communication
What is the purpose of advertising?
Advertising in the media
Advertising in magazines
What is the importance of size and colour?
Structuring an advertisement or promotion
Copywriting in advertising
Communication skills – what is communication
Types and modes of communication
Pathways of communication
Factors affecting interpersonal communication
Awareness and intent
Becoming an effective communicator
The communication process
How can we reduce communication breakdown?
Communicating with customers
Different kinds of communicators
Office communications systems
Modes of electronic communication
Visual communication – charts, graphs etc.
Basic principles of public speaking
Unit 7 – Product Pricing and Distribution Pricing
Setting a price
Example of costing a job
Unit 8 – Customer Service
The importance of customer service
Sales staff (or assistants)
having well-defined customer care policy
Customer satisfaction and customer goodwill
Understanding selling/buying and the decision making process
Decision making process (stages1-5)
Key selling rules
Opening a sale
Advising a customer what to purchase
Convincing the customer
Closing a sale
After sales service
Making promotions cost effective
Types of language
Unit 9 – Market Research
Researching the market
Types of marketing research
Ways of gathering data
Primary and secondary data
What do you need to research
The research process
What to research
Surveys / questionnaires
Developing and conducting a market research program
Unit 10 – Organisations – structures and roles
Types of organisations
Basic common law rights and obligations
Estimated duration 50 hours
Course Delivery and Start
Start anytime, self-paced and 100% online
Assessment will be comprised of written exercises, including short-answer questions, reflective tasks, short reports and/or projects. There are no examinations or due dates for assessment. As a result, you can complete training in your own time and at your own pace with the assistance of unlimited tutor support.
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