Recent Trends for the Development of Marketing and Applications to Increase Sales

Introduction

Marketing is the act of facilitating the exchange of a given commodity for goods, services, and/or money to deliver maximum value to the consumer. From a societal point of view, marketing is the link between a society’s material requirements and its economic patterns of response. Marketing satisfies these needs and wants through both the exchange processes and building long-term relationships. Marketing can be viewed as an organizational function and a set of processes for creating, delivering, and communicating value to customers, and managing customer relationships in ways that benefit the organization and its shareholders. Marketing is the science of choosing target markets through market analysis and market segmentation, as well as understanding consumer buying behavior and providing superior customer value through the application. The set of engagements necessary for successful marketing management include capturing marketing insights, connecting with customers, building strong brands, shaping the market offerings, delivering and communicating value, creating long-term growth, and developing marketing strategies and plans.

Objectives

By the end of the course, participants will be able to:

• Evaluate the use of digital marketing platforms in formulating a solid market strategy and identify appropriate business applications of each.
• Recognize opportunities for using Search Engine Optimization (SEO) to provide value to their company and benefits to their customers.
• Set up Google AdWords campaigns to enhance their organization’s engagement with customers and increase their organization’s overall market share through social media marketing.
• Apply the concepts of Google Analytics to investigate marketing channels and learn how to leverage them.
• Launch a full digital marketing campaign to enhance the interface with customers, generate sales leads, and create brand awareness. 

Training Methodology

This is an interactive course. There will be open question and answer sessions, regular group exercises and activities, videos, case studies, and presentations on best practices. Participants will have the opportunity to share with the facilitator and other participants on what works well and not so well for them, as well as work on issues from their own organizations. The online course is conducted online using MS-Teams/ClickMeeting.

Who Should Attend?

• Professional marketing and sales Managers and other personnel who need to enhance and improve their marketing skills

Course Outline

Marketing in a Changing World:

• What is marketing?
• Needs, Wants and Demands
• Products and Services
• Value, Satisfaction and Quality
• Exchange, Transactions and Relationships
• Markets
• Marketing
• Marketing Management
• Demand Management
• Marketing Management Philosophies
• The Production Concept
• The Product Concept
• The Selling Concept
• The Marketing Concept
• The Societal Marketing Concept
• Marketing Challenges into the Next Century
• The Information Technology Boom
• Rapid Globalization
• The Changing World Economy
• The Call for More Ethics and Social
• Case 1 Amphitrion: Your Ultimate Host in

Marketing and Society; Social Responsibility and Marketing Ethics:

• Social Criticisms of Marketing
• Marketing's Impact on Individual Consumers
• Marketing's Impact on Society as a Whole
• Marketing's Impact on Other Businesses
• Citizen and Public Actions to Regulate Marketing

 Strategic Marketing Planning:

• Marketing within Strategic Planning
• Marketing's Role in Strategic Planning
• Marketing and the Other Business Functions
• Conflict between departments
• Marketing Strategy
• Marketing Strategies for Competitive Advantage
• Developing the Marketing Mix
• The Marketing Plan
• Executive Summary
• Marketing Audit  
• SWOT Analysis
• The Marketing Setting
• The Marketing Environment
• The Company's Microenvironment
• The Company
• Suppliers
• Marketing Intermediaries
• Customers
• Competitors
• Publics
• The Company's Microenvironment
• Demographic Environment
• Economic Environment
• Natural Environment
• Technological Environment
• Political Environment
• Cultural Environment
• Responding to the Marketing Environment

 The Global Market place: 

• Risks in International Marketing
• High Foreign Country Debt
• Exchange Rate Volatility
• Foreign Government Entry Requirements
• Costs of Marketing Mix Adaptation
• Other Problems
• Analysis of International Market Opportunity
• Deciding Whether or Not to Go Abroad
• Understanding the Global Environment
• Deciding Which Markets to Enter
• Defining International Marketing Objectives and Policies
• Establishing Market Entry Mode
• Exporting
• Joint Venturing
• Direct Investment
• Allocating Necessary Resources
• Developing a Strategic Marketing Plan
• Models of Consumer Behaviour
• Characteristics Affecting Consumer Behaviour
• Types of Buying Decision Behaviour
• Information Search
• Evaluation of Alternatives
• Purchase Decision
• The Buyer Decision Process for New Products
• Individual Differences in Innovativeness
• Role of Personal Influence
• Influence of Product Characteristics on Rate of Adoption
• Consumer Behaviour across International Borders

 Business Markets:

• Characteristics of Business Markets
• A Model of Business Buyer Behaviour
• Who Participates in the Business Buying Process?
• Government Markets 

Market Information and Marketing Research

• The Marketing Information System
• Developing Information
• Marketing Research
• Demand Estimation
• Defining the Market
• Estimating Total Market Demand
• Estimating Actual Sales and Market Shares
• Forecasting Future Demand 

Building Customer Relationships:

•  Customer Satisfaction, Quality, Value and Service
• Customer Value
• Customer Satisfaction
• Delivering Customer Value and Satisfaction
• Value Chain
• Value Delivery System
• Retaining Customers
• The Cost of Lost Customers
• Relationship Marketing 

Creating Competitive Advantages:

• Competitor Analysis
• Identifying the Company's Competitors
• Determining Competitors' Objectives
• Identifying Competitors' Strategies
• Assessing Competitors' Strengths and Weaknesses 

Brands, Products, Packaging and Services 

• Branding
• Packaging Decisions
• Labelling Decisions
• Pro duct-Support Services Decisions
• Product Line Decisions
• Product Line-Length Decisions
• Product-Mix Decisions
• International Product Decisions 

Product Development and Life-Cycle Strategies:

• Innovation and New-Product Development
• Risks and Returns in Innovation
• Why Do New Products Fail?
• What Governs New-Product Success?
• New-Product Development Process
• New-Product Strategy
• Idea Generation
• Product Life-Cycle Strategies 

Price: 

• Pricing Considerations and Approaches
• New-Product Pricing Strategies
• Market-Skimming Pricing
• Market-Penetration Pricing
• Product-Mix Pricing Strategies
• Product Line Pricing
• Optional-Product Pricing
• Captive-Product Pricing
• Promotional Pricing
• Value Pricing
• Price Changes

 Promotion:

• A View of the Communication Process
• Steps in Developing Effective Communication
• Determining the Communication Objectives
• Designing a Message
• Choosing Media
• Collecting Feedback 

Managing Marketing Channels:

• The Nature of Distribution Channels
• Channel Organization
• Channel Design Decisions
• Nature and Importance of Physical Distribution and Marketing Logistics
• Goals of the Logistics System
• Major Logistics Functions
• Choosing Transportation Modes

 Direct and Online Marketing: 

• What is Direct Marketing?
• Growth and Benefits of Direct Marketing
• The Online Consumer
• The Benefits of Online Marketing