The Principles of Effective Marketing

Course Description:

Thanks to the rise of technology and social media, the world of marketing and advertising has become bigger than ever. Marketing has gone beyond the classic printed ads, billboards or even television commercials. Unfortunately, this can cause any company to become confused or even intimidated about getting their product or service out into the market. But if we can learn the right strategies with the right tools, we can break into the marketing world without fear or hesitation.

Research has consistently demonstrated that when clear goals are associated with learning, it occurs more easily and rapidly. At the end of this course, you should be able to:

  • Define your market.
  • Know the different types of marketing and ways to use them.
  • Learn effective ways of communicating with the customer.
  • Know how to set marketing goals and strategies.
  • Recognize common marketing mistakes and know how to avoid them.

What is Marketing?

  • What is a Market?
  • Marketing is Not Selling
  • Understanding Customer Needs
  • Defining Your Product or Service
  • Case Study
  • Assessment

Common Marketing Types (I)

  • Direct Marketing
  • Active Marketing
  • Incoming Marketing
  • Outgoing Marketing
  • Case Study
  • Assessment

Common Marketing Types (II)

  • Guerrilla Marketing
  • B2B Marketing
  • B2C Marketing
  • Promotional Marketing
  • Case Study
  • Assessment

The Marketing Mix

  • Product
  • Price
  • Promotion
  • Place
  • Case Study
  • Assessment

Communicating the Right Way

  • The Marketing Pitch
  • Sell Value, Not the Price
  • Fun and Entertaining is Powerful
  • Choosing the Right Media
  • Case Study
  • Assessment

Customer Communications

  • Give Your Customers a Voice
  • It’s Not About You, It’s About Them
  • Every Interaction Counts
  • Answer Questions Honestly
  • Case Study
  • Assessment

Marketing Goals

  • Brand Switching
  • Repeat Purchases
  • Brand Loyalty
  • Inform and Educate
  • Case Study
  • Assessment

The Marketing Funnel

  • Awareness
  • Interest
  • Desire
  • Action
  • Case Study
  • Assessment

Marketing Mistakes (I)

  • Not Taking Social Media Seriously
  • Not Having a USP
  • Cross Cultural and International Translations
  • Not Building a Relationship
  • Case Study
  • Assessment
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