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.


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.


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 field-proven marketing tools and the acquired basic knowledge, you will be able to make competent marketing decisions in your company.


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.

Open Badges - Zeigen Sie, was Sie können.

Nach erfolgreichem Abschluss der Veranstaltung erhalten Sie von uns ein digitales Zertifikat in Form eines Open Badge. Diesen können Sie in Ihrer Lernumgebung downloaden und anschließend über soziale Medien einbinden und teilen. Mit Open Badges zeigen Sie online, über welche Kompetenzen Sie verfügen.

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  • Customised for your needs
  • On-site for multiple employees
  • Save time and travelling expenses

Price on request.


Questions about a booking?

0761 898-4455

Booking Number
Training in English
2 days

Auch als deutschsprachiges Training buchbar:
Crashkurs Marketing

To this product
Dates & locations
Seminar in English
1.-2. day: 9:00 AM - 5:30 PM
Participation fee
€ 1.390,- excl. VAT
€ 1.654,10 incl. 19% 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.
Don´t wait too long to book.
Fully booked.
Consultation and contact
The Haufe Akademie
  • High practical relevance
  • Top trainers
  • 250.000 participants per year
  • Generator of success since 1978
Do you have any questions?
Call us or send an email
Stephanie Göpfert
Head of Customer Service, and her team are there for you Mo - Fr 8 a.m. - 5:30 p.m.

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