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Fundamentals of Marketing: Your Action Plan for Success

AMA - American Management Association
Training overview
Professional Course
Classroom, Virtual Classroom
2 days
From 2,295 USD
Start dates

Place & Start


San Francisco
2,295 USD
12/12/2022

New York City
2,295 USD
2/2/2023

Atlanta
2,295 USD
5/15/2023

Dallas
2,295 USD
5/15/2023
AMA - American Management Association

Course description

Fundamentals of Marketing: Your Action Plan for Success

As a marketing professional, you need to have a clear understanding of your markets and what drives your customers' decisions to buy. In this course, you'll get modern techniques for analyzing markets and quantifying customer needs, wants, and preferences (NWP). Learn tactics to utilize the 4 Ps of Marketing (Product, Price, Place, and Promotion) and proven tools and methods to avoid the most common marketing mistakes. In hands-on activities, you'll discover how to implement the right approach for your company's unique needs.

How You Will Benefit

  • Recognize the wide-ranging marketing roles and functions within different organizations
  • Apply modern techniques for conducting marketplace analysis
  • Utilize insightful marketing tactics to pinpoint why customers buy or don't buy
  • Align the 4 Ps with your products, services, and customer wants

Who should attend?

Newly-appointed marketers; product, brand, and advertising managers; business professionals and executives who need a clearer understanding of marketing’s role in generating profits.

Training content

Learning Objectives

  • Apply Marketing Principles and Practices to Compete Successfully in the Contemporary Business Environment
  • Explain the “Whys” and “Hows” Behind Fundamental Marketing Practices
  • Walk Away Thinking Like a Marketer

Lesson One

Marketing Overview

  • Define Marketing
  • Identify the Role of Marketing
  • Contrast Strategic Business Plans with Annual Marketing Plans

Market Analysis

  • Describe Approaches to Gathering Marketing Information
  • Identify Macro-Environmental Trends That Impact a Business
  • Define Key Differences Between B2B and B2C Markets
  • Conduct a Competitive Analysis
  • Develop a SWOT Analysis

Lesson Two

Market Analysis (cont’d)

  • Describe Approaches to Gathering Marketing Information
  • Identify Macro-Environmental Trends That Impact a Business
  • Define Key Differences Between B2B and B2C Markets
  • Conduct a Competitive Analysis
  • Develop a SWOT Analysis

Segmentation, Targeting, and Positioning

  • Write SMART Marketing Goals
  • Compare Mass Marketing to Segmentation Marketing
  • Analyze Customer Segments in Order to Select Target Audiences
  • Write a Positioning Statement

Lesson Three

Marketing Mix

  • Explain How the Four Ps Align with One Another
  • Describe How a Product Itself Can Impact Marketing Efforts
  • Explain Various Pricing Objectives and Strategies
  • Discuss How Channels of Distribution Impact Marketing Decisions
  • Define Objectives and Strategies for Core Modes of Communication

Lesson Four

Creating Customer Value

  • Describe How to Create Customer Value, Satisfaction, and Loyalty
  • Define Net Promoter Score as a Measure of Customer Loyalty
  • Identify Ways Organizations Cultivate Customer Relationships
  • Create an Approach to Developing Marketing Action Plans and Budgets

Costs

Course price for:

  • Non Members: $2295
  • AMA Members: $2095

Certification / Credits

CEU: 1.2, CPE: 14

About AMA

American Management Association Company Info

The American Management Association, International (AMA) is the global leader in talent development. Founded in 1923, AMA supports the goals of individuals and organizations through a complete range of educational products and services, including instructor-led classroom and virtual seminars, webinars,...


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Contact info

AMA - American Management Association



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