CBP Marketing

COURSE OUTLINE

The CBP Marketing course is geared towards persons interested in pursuing a career in marketing or improving their marketing skills. The course provides the essential information and skills required by professionals who have to make marketing decisions that are important to the direction and performance of an organization or business. If a practical approach to marketing in any environment is what you need, then this is the course for you. The first part of the course introduces the challenges of marketing and teaches some of the essential skills needed to address these challenges and be successful at marketing. It also gives direction as to how to develop a marketing plan, understand consumer behaviour, assess both the product and the market, segment a market, and instruct students about the importance of positioning. Students will learn how to create an effective marketing strategy.

Prerequisites:

Computer Literacy

Hybrid (VILT)

Virtual instruction environments are designed to simulate the traditional classroom or learning experience. Instructor-led training is still the number one delivery method of choice because it allows you to interact and discuss the training material, either individually or in a group setting, and you gain access to expert knowledge from certified instructors. This form of guided learning is impactful and produces positive learning outcomes. Day, evening and Saturday classes are offered.

Course Content

Virtual Lecturer-led Interactive Teaching (VLIT)

Virtual instruction environments are designed to simulate the traditional classroom or learning experience. Instructor-led training is still the number one delivery method of choice because it allows you to interact and discuss the training material, either individually or in a group setting, and you gain access to expert knowledge from certified instructors. This form of guided learning is impactful and produces positive learning outcomes. Day, evening and Saturday classes are offered.
Module 1: Introduction to Marketing
- Marketing and its components
- The eight components of marketing
- Marketing framework
- Marketing analysis
- Market research
Module 2: Consumer Behaviour
- Define consumer behavior
- Consumer buying decision process
- Consumer behavior and its effect on purchases
- Four behaviors consumers exhibit prior to purchase
- Consumer behavior and its effect on marketing plans
- Factors that influence consumer behavior
Module 3: Developing a Marketing Plan
- Attributes of a marketing plan
- Types of products
- Product life cycle
- Pricing strategies
- Product or service distribution
- Importance of promotional strategies
Module 4: Introduction to product and Market Assessment
- Importance of analysing your product
- Product assessment cycle
- Reasons for creating a marketing plan
- Eight elements of a market analysis
- Trends help marketers target the market
- Demographics in marketing
Module 5: Target Marketing and Segmentation
- Target marketing
- Key factors of market segmentation
- Why and how to segment markets
- Common market segments
Module 6: Brand Positioning
- Brand positioning
- Develop your own brand position
- Customer emotion’s role in positioning
- Strategy for implementing position
Module 7: Marketing Strategy
- Developing a market strategy
- Market strategy linked to sales
- Building or taking market share
- Selecting a competitive strategy
- High pricing versus low pricing strategy
- Problems and opportunities
Module 8: Communication Goals
- Communication plans and their effect on market behavior
- Communication objectives
- Communication tools
- Communication goals
Module 9: Product Planning
- Goal of product planning
- Importance of understanding customer preferences
- Selecting product name
- Naming techniques
- Product presentation
- Importance of knowing your audience
- Types of product presentations
Module 10: Pricing
- Price as it pertains to marketing
- Cost factors
- Pricing strategies
- Reasoning behind pricing strategies
- Discount pricing
- Guidelines for competitive pricing
Module 11: Distribution
- Distribution process
- Distribution strategies
- Direct channel distribution
- Indirect channel distribution
- Physical distribution process
- Inventory management
- Order processing
Module 12: Technology in Marketing
- Role of technology in marketing
- Four segments of internet marketing
  - Creating a website
  - Email marketing
  - Search engine marketing
  - Social media marketing
- Social media as a marketing tool
Module 13: Marketing Strategy Evaluation
- Why a marketing plan evaluation is necessary
- Type of marketing evaluations
- Identifying strengths and weaknesses
- Evaluation process checklist
CTU Training Solutions, Updated: October 24th, 2018