The Fundamentals of Marketing program explores the contemporary methods successful marketers employ to view and engage their customers while examining how these methods enhance the quality of overall business decisions.

The program emphasizes the importance of making strategic choices and tactical decisions based upon the 4 P's of contemporary marketing-Product, Price, Place, and Promotion-within a framework that encompasses a detailed understanding of the 4 C's of contemporary marketing: Customer, Company, Competition, and Collaborators.

Designed by academic experts and leading practitioners in the area of marketing, the curriculum focuses on a wide variety of real-world illustrations that concern service, manufacturing, consumer, and non-profit sectors. The instructors and executive presenters provide extensive examples drawn from business to business, public, private, and international markets in order to ensure that all participants develop the ability to apply effective principles and techniques to the marketing challenges they face.

• Develop an understanding of the key drivers of a successful customer and market focused business model.
• Develop a process and a checklist of questions to help you improve your customer and market focus.
• Learn to ask the right questions to identify and evaluate customer and market focused business opportunities.
• Learn to formulate marketing strategies to respond to the best business opportunities.
• Explore the current technology based enhancements of traditional marketing strategies, including database and relationship based marketing and electronic commerce applications.

This program provides an excellent introduction to basic marketing principles. It is designed for: managers and executives who do not possess a formal background or training in the field of marketing; those who seek an intensive review of marketing principles; and/or those who simply require a more comprehensive understanding of the pivotal role marketing plays within their organization.

• Creating Value for the Customer
• Electronic Commerce
• Developing New Products and Services
• Pricing and Market Dynamics
• Measuring Customer Satisfaction
• Voice of the Customer
• Market Segmentation
• Targeting and Positioning
• Integrated Marketing Communications
• Market Research

• Learn to "bench test" new marketing initiatives prior to implementation in order to enhance the likelihood of success.
• Learn to distinguish your product or service from those offered by your competitors.
• Learn to identify your most important customers and what you can do to keep them satisfied.
• Learn to ask the questions that will help your marketing research projects generate action-oriented results.

$3,000

Quantity Discount
A discount of 15% will apply to registrations of three (3) or more people from the same company registering as a group for the same specific program. Please note that this offer is contingent upon all registrants enrolling in the same program having the same start date. Program cancellations and program transfers affecting the minimum number of people enrolled in the program for which the discount applied will void the discount.

 
Cancellation / Transfer Policy