This course relates both traditional and new marketing concepts to today's fast-paced, competitive and segmented business environment, with the emphasis on relating marketing theory to practical and effective real-world solutions. Both industrial and consumer situations will be considered with a strong focus on new product/service introduction, and product/service life cycle extension.
This program has been designed for those already in marketing, new marketing people without a formal marketing background, and non-marketing people who are interested in reviewing basic and advanced marketing concepts and need a better understanding of marketing.
An understanding of a market driven business approach.
What you will learn
Marketing Process — introduction of a process through case study and examples which will serve as the foundation upon which one can build customized market plans.
Understanding Marketing Strategies — each will be analyzed with a view toward the implementation steps necessary to maximize their effectiveness
The Relationship between Sales and Marketing — reasons for the misunderstanding between each and focusing on ways of utilizing the sales function as part of the "marketing mix".
Market Driven or Product Driven — advantages as well as the problems related to a customer or market driven strategy will be explored; concept of Market Segmentation and "Niche" Marketing will be reviewed, and a model for Collaborative Marketing will be analyzed and practicalized.