The Marketing and Sales course introduces students to the theory and application of global marketing concepts, principles, and techniques, and examines the importance of marketing in society as well as within a company. With the objective of learning how to develop a comprehensive marketing strategy and creating loyal customers, the major components of the marketing mix are studied. The role of marketing is explored at the local, national, and international level. Both the final consumer and the business customer are considered. This course explores concepts relating to Consumer Behavior, Marketing Segmentation and Targets, Positioning, Branding and Brand Management, Advertising and Promotion, Packaging, Pricing, and other components of the marketing mix. It also explores Internet Marketing as well as introduces students to the tactics and applications of social media. Learning objectives for each lesson are accomplished through a combination of theory and conceptual application within exercises. Students are given ample opportunity to practice, apply, and develop their marketing and sales skills through review questions and practical exercises. Multimedia content is incorporated in this course to introduce, discuss, and enhance the learning experience.
To ensure successful completion of this course, it is recommended that students complete Business Essentials and Introduction to the Internet, or possess equivalent knowledge.
Course manual is provided for on-going reference. There is a final exam upon completion of the course. Participants who receive 75% or higher on their exam will receive a certificate.
Lesson 1: Marketing versus Sales; The Scope of Marketing; Key Components of the Marketing Process; The Marketing Mix; The Role of Marketing and Sales Managers; Target Marketing and Market Segmentation; Understanding Consumer Needs, Desires, and Behavior; Market Research; Global Strategies; Marketing for Products and Services
Lesson 2: The Strategic Marketing Process; Marketing to Select Target Audiences; Market Positioning Strategies; The Marketing Strategy and Marketing Plan
Lesson 3: Understanding the Marketing Environment; Socio-Cultural and Demographic Factors; Technological Factors; Economic Factors; Political, Legal, and Regulatory Factors; Resources for Gathering Information
Lesson 4: Consumer Beliefs and Behavior; Identifying Markets; Market Segmentation
Lesson 5: Product Strategy; Consumer Product Assessment Criteria; The New Product Development Process; Managing the Product Life Cycle; Why Products Succeed or Fail
Lesson 6: Pricing Strategy; Pricing Methods and Discounts
Lesson 7: Distribution Strategy; Methods of Distribution; Reviewing Your Distribution Strategy
Lesson 8: Promotion Strategy; Advertising; Public Relations (PR) and Publicity
Lesson 9: Internet Terms and Concepts; Methods of Internet Marketing; Convergence
Program: Business Programs
Course Aim: To provide a broad and basic grasp of marketing concepts, principles, and techniques in relation to businesses of all sizes.
Of interest to: Those interested in improving their understanding of the dynamic nature of marketing and sales, advertising, and promotion.
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