Marketing Essentials (On Campus)

About

One of the crucial components of success when running a business is effective marketing. Do you want to learn more about it? No problem! Join this course and learn how to research markets, gather information from customers and how to understand their behavior, and most importantly how to develop and execute viable marketing strategy. A substantial part of the course is focused on creating your own marketing plan for actual business use.

Course leader

Dr. Patrick Szillat Patrick is Senior lecturer at Fontys International Business School, former Head of Marketing, Marketing manager and E-Commerce & E-Marketing Enthusiast. Specialties: Analysis, Competitive Analysis, CI, social media, strategic market

Target group

Young professionals and university students with intermediary level of English.

Course aim

SKILLS

The course takes students through the key aspects of marketing in order to equip them to work successfully in a marketing department. By the end of the course students should be able to:

◦ understand what marketing is and where it fits with business strategy
◦ understand the importance of gathering, analysing and mining market intelligence
◦ be able to gather primary information using questionnaires
◦ appreciate the importance of understanding buyer behaviour
◦ understand the uses, advantages and disadvantages of off-line and on-line promotional techniques
◦ develop marketing strategies
◦ produce an integrated off- and on-line promotional strategy
◦ write a marketing plan
◦ be aware of ethical and legal issues in marketing

SYLLABUS

DAY 1
◦ Principles of Marketing
◦ The marketing mix
◦ The marketing mix in the services sector
◦ Company strategy and marketing
◦ Principles of communications
◦ Types of markets
◦ Market segmentation
◦ Positioning
◦ The impact of the external and internal environment of the firm

DAY 2
◦ Consumer behavior

DAY 3
◦ Marketing research – Quantitative / qualitative, Primary / secondary, Questionnaires ,Focus groups
◦ Information systems – MI, CRM
◦ Workshop on questionnaires
◦ Ethics in market research

DAY 4
◦ Brand Management & Global Branding

DAY 5
◦ Pricing
◦ Ethics in pricing
◦ Distribution

DAYS 6 & 7
◦ Promotional techniques – Advertising, Promo, PR, Packaging, POS, Sales & Personal selling
◦ Online marketing – Websites & blogs, Social media, Content marketing, ‘viral’ marketing, Video marketing
◦ Mobile marketing
◦ Latest trends – Experiential marketing, Flashmobs

DAYS 8 & 9
◦ Ethics in promotional activities
◦ Developing a marketing strategy
◦ Choosing marketing techniques

DAY 10
◦ Preparing a marketing plan
◦ Integrated Marketing Communications

Fee info