COURSE OUTLINE
This course is designed as a program to help you firstly understand the marketing world; then assist you in making decisions and developing skills in marketing.
MARKETING INVOLVES…
- ATTRACTING CUSTOMERS
- PERSUADING THEM TO BUY
- SELLING
- KEEPING CUSTOMERS SATISFIED (so they come back!)
… BY USING THE ABOVE ACTIVITIES
Throughout this course emphasis is placed on profitability and efficiency!
CONTENT
The content the ten lessons is as outlined below:
- Marketing and the Business What is marketing, and its significance, Considering alternative approaches to business & marketing, Alternative enterprises (e.g. goods or services based, sole proprietor or partnership etc.)
- Scope of Marketing Understanding basic economics (e.g. supply & demand); the difference between the potential market, available market, target market, and penetrated market for a product/service of your choice; Different advertising approaches, Controlling Growth, Improving Results in Business, etc.
- Target Marketing Understanding the market place; Stages that sellers move through in their approach to a market, What is targeting, Advantages of target marketing as compared to mass marketing and product-differentiated marketing
- The Marketing Mix and Managing the Marketing Effort Product, price, place, and promotion; Affects and interactions between marketing and other operations of a business.
- Product Presentation and Packaging Importance of product knowledge, Core, tangible and augmented products; Differences in packaging & presentation for different products.
- Promotion Communication skills, Merchandising, Shop Floor Layout, Displaying Products, Signs, Understanding Selling and Increasing Sales, Sales Methods, Publicity Marketing,
Structuring an Advertisement or Promotion, Advertising budgets, etc. - Product Pricing and Distribution Pricing, Profitability Ratios, Increasing Turnover, etc.
- Customer Service Methods of assessing customer satisfaction; Significance of Customer Service; Different types of customers in the market place, and how best to approach each; Difference between selling, publicising, marketing and advertising, etc.
- Market Research The research process, What to research, Surveys, Developing and conducting a market research program, where to find useful statistics,
- Organisations – Structures and Roles Business law; Financial Management, Business Structures, Business terminology, etc.
AIMS
- Discuss the role of marketing in different enterprises.
- Describe the scope of marketing in different enterprises.
- Define the target market for a product or service.
- Determine and manage an appropriate mix of marketing activities for a small enterprise or marketing campaign.
- Evaluate the presentation (including packaging) of a product or service.
- Determine an effective approach to promoting a product or service.
- Compare options for distribution and determine an appropriate price for a product or service.
- Evaluate customer service.
- Conduct relevant market research.
- Consider the impact of internal and external organisations (including legal authorities) upon the marketing activities of an enterprise.
