Full course description
MARKETING COURSE
The CBA Marketing course provides a comprehensive overview of all aspects of marketing, including strategic planning and the marketing plan; marketing research, feasibility studies and the marketing plan; customer relationship marketing and understanding the consumer; segmentation, target marketing and positioning; product planning and development, pricing, distribution and promotion management including digital marketing.
These concepts are especially important for those hoping to help small businesses, as marketing is often a mystery to small business owner and managers. In today’s “white-water rapids” competitive environment, it is likely that your clients are operating in white water rapids. They need to make plans and implement them, while watching for rapidly occurring changes in competition, regulations and legislation, the economy, in society and in technology. Any plans they make almost certainly will not last as the environment changes and they adapt (or sink). A comprehensive understanding of marketing is essential to small business success.
This course is comprised of nine (9) sessions:
- SESSION 1: Introduction to Marketing
This session provides an overall perspective on what marketing is, the processes it involves, and various philosophies of marketing. - SESSION 2: Strategic Planning and the Marketing Plan
Organizations cannot succeed without planning. And marketing plans must support the organization's Mission, Vision and Objectives.
This session looks at strategic planning and mission, key marketing strategies, analysis necessary for such planning, and the basics of a marketing plan. - SESSION 3: Marketing Research, Feasibility Studies, and Sales Forecasting
Marketing thrive on information.
It is needed to understand the environment, the consumer, the competition, the likelihood of a project's success and potential profitability, and to evaluate the organization's marketing efforts.
This session delves into research for marketing action. - SESSION 4: Customer Relationship Marketing (CRM) and Consumer Behavior
Marketing centers on consumers.
Firms cannot succeed if they do not understand consumers fully and deeply and provide them with value and satisfaction.
This session looks at how we accomplish these tasks. - SESSION 5: Market Segmentation, Market Targeting and Positioning
Organizations cannot be "all things, to all people (or to all businesses)."
In almost all cases, both consumers (and businesses) have different needs, wants, and desires such that they cannot be satisfied by one offering.
This session examines the ways in which marketers divide up the market into different interest groups (segments), select one or more segment to "target" with an appropriate marketing mix, and position the product or brand in the marketplace to appeal the target market. - SESSION 6: Product Management
Consumers seek solutions to problems and marketers help to solve those problems by the products and services they offer.
This session looks at products and services (and how they differ in terms of marketing), the importance of customer service in providing value to the consumer, the process of developing "new" products/services, and the need to build a strong band. - SESSION 7: Price Management
Pricing the product or service is an important part of the marketing mix, as price is the only thing that generates revenue.
This session exams price, costs, break-even analysis, and various approaches to setting and adjusting prices. - SESSION 8: Place Management
Products and services need to move from the providers to the consumers in a timely, efficient, and effective manner.
This session discusses Channels of Distribution and Supply Chain Management with a focus on satisfying the goals of the channel members and the consumer. - SESSION 9: Promotion Management
We must be able to reach our target audience with information about our company, brands, and products.
This is done using the Promotion element of the Marketing Mix, with a good understanding of our target market's values and media exposure habits, and our goals and objectives.
This session exams those topics, with a special emphasis on Digital and Social Media Marketing