Seminar in English

Marketing: The Basics

An overview of marketing fundamentals

Internationalisation of markets, increasing competitive pressure and quickly-changing customer needs increasingly force companies to market their products and services effectively. In this seminar, we provide you with the necessary tools to do so. From market research to marketing conception, to product, service, pricing, communication and distribution decisions, you will learn everything you need to implement successful customer-oriented marketing in your company.

Content

Marketing Insight

Transition from a seller`s market to a buyer`s market.

Importance of relationship marketing.

Marketing objectives.

Customer satisfaction and its importance.

Differences: B2B/B2C markets.

Market research

Create market transparency with market research.

Managing market research projects.

Low-budget market research.

Methods for obtaining your own data: primary research, focused on effective customer surveys.

Methods for obtaining existing data: secondary research.

Marketing concept

Importance, objectives, content.

Tools for analysing markets and marketing strategies

Analysis of the company, environment and market, focused on competition analysis and customer needs analysis.

SWOT analysis.

Segmenting markets and target groups.

Perceiving and developing unique selling propositions (USPs) to ensure competitive advantage.

Developing marketing strategies.

Marketing mix

Product, performance and programme decisions: From product innovation to product elimination.

Service decisions: designing added services for the pre, at, and after sales phases.

Pricing decisions: practically-oriented options.

Communication decisions: use of traditional tools such as advertising, sales promotion, public relations, sponsorship, trade fairs or event marketing, and the use of new tools such as guerrilla marketing, ambush marketing, ambient marketing, online communication, social media marketing etc.

Distribution decisions: direct/indirect distribution channels, e-commerce, multi-channel marketing and outbound logistics.

Online Learning Platform

Once you have registered, you will be able to access your online learning platform, including extra materials for consolidating what you have learned.

Benefits

You will

  • gain basic marketing knowledge in order to make important marketing decisions,
  • be familiar with elementary market research practices to get to know your market and, above all, your customers,
  • learn to analyse markets, to segment them and to work successfully with marketing tools,
  • receive a wide range of tips for your marketing practice and a guideline for the creation and implementation of a marketing concept,
  • Through exercises on your own concept, checklists, practical examples and case studies, you will be able to quickly implement what you have learned.

With the acquired basic knowledge, you will be able to make competent marketing decisions in your company.

Methods

Trainer input, case studies, practice examples (including video presentations), checklists, practically-oriented group work, discussion.

Who should attend

Professionals, executives and entrepreneurs, even from non-commercial branches, who want to acquire basic marketing knowledge. All those who are regularly confronted with marketing tasks and want to make proficient marketing decisions.

Booking Number
1953
Training in English
2 days

Auch als deutschsprachiges Training buchbar:
Crashkurs Marketing

Dates & locations
17.-18.10.18 
Kaarst
Seminar in English
29.-30.04.19
München
Seminar in English
07.-08.10.19
Frankfurt a. M./Eschborn
Seminar in English
1.-2. day: 9:00 AM - 5:30 PM
Participation fee
€ 1.390,- excl. VAT
€ 1.654,10 incl. VAT

The stated participation fee includes a group lunch per full seminar day, refreshments during breaks and extensive course handouts. The participant must settle accommodation costs directly with the hotel. Regarding the booking of the hotel, you will find a reservation form in your online learning platform.

Sufficient places are still free.
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Fully booked.
Training is guaranteed to take place
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Consultation and contact
Haufe Akademie In-house
Company in-house implementation
The Haufe Akademie
  • High practical relevance
  • Top trainers
  • 150.000 participants per year
  • Generator of success since 1978

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