Marketing Essentials On-the-job benefits

Participants will gain the following significant benefits from this Marketing Essentials course:

  • Improved marketing penetration and effectiveness
  • Enhanced face-to-face communication skills
  • Greater confidence in identifying customers to target for your product
  • Increased opportunity for recognition and promotion of products or services
  • Enhanced marketing goal setting ability
  • Increased capacity to adopt new marketing technologies and best practices

Target Audience

The Marketing Essentials course is recommended for:

  • Entrepreneurs seeking to expand customer base
  • Marketing support staff
  • Mid-management marketers who wish to understand marketing communication and its benefits.


There are no pre-requisites for the Marketing Essentials course


Upon completing this course you will be able to:

  • Understand foundations of marketing strategies
  • Recognize elements of a marketing plan
  • Understand customer driven marketing
  • Apply marketing assessments that lead to improve marketing strategies
  • Generate value for money from marketing campaigns
  • Establish marketing content that will build brands
  • Gain skills for more data-driven and effective communication with customers
  • Marketing skills that lead to lower cost for acquiring customers

Course Modules

Module 1: Marketing – Its Value and Practice

  • Understanding the relationship between marketing and sales
  • Developing an integrated marketing plan
  • Creating customer relations
  • Building and managing your brand
  • Marketing with benefits/emotion versus features/logic
  • Utilizing the Price/Value marketing formula

Module 2: Marketing Principles and Best Practices

  • Keeping up with communication technology and innovation
  • The power of non-verbal communication in the marketing process
  • Strategies for marketing to different customer types
  • Active listening and questioning skills to promote effective communication Techniques for giving and receiving constructive feedback
  • Researching your customers and their needs/wants

Module 3: Building Your Position in the Market

  • Developing strategic marketing objectives with SMART goals
  • Identifying your target market with SWOT Analysis
  • Profiling and targeting potential customers with market research
  • Benchmarking your competitors’ products, pricing, and marketing tactics
  • Implementing the elements of the Marketing Mix
  • Customer Relationship Management: Creating the ultimate  customer experience

Training Methodology

Training will be delivered through a combination of presentations, group discussion and group exercises. Participants will be encouraged to ask questions as the seminar progresses relevant to their own backgrounds and company requirements. The seminar will culminate in a group exercise in which participants will have an opportunity to apply what has been discussed over the previous sessions.