C079 — Marketing Basics

Module One: Getting Started
• Housekeeping Items
• The Parking Lot
• Workshop Objectives
• Pre-Assignment
• Action Plans

Module Two: What is Marketing?
• What is a Market?
• Marketing is Not Selling
• Understanding Customer Needs
• Defining Your Product or Service
• Case Study
• Module Two: Review Questions

Module Three: Common Marketing Types (I)
• Direct Marketing
• Active Marketing
• Incoming Marketing
• Outgoing Marketing
• Case Study
• Module Three: Review Questions

Module Four: Common Marketing Types (II)
• Guerilla Marketing
• B2B Marketing
• B2C Marketing
• Promotional Marketing
• Case Study
• Module Four: Review Questions

Module Five: The Marketing Mix
• Product
• Price
• Promotion
• Place
• Case Study
• Module Five: Review Questions

Module Six: Communicating the Right Way
• The Marketing Pitch
• Sell Value Not Price
• Fun and Entertaining is Powerful
• Choosing the Right Media
• Case Study
• Module Six: Review Questions

Module Seven: Customer Communications
• Give Your Customers a Voice
• It’s Not About You, It’s About Them
• Every Interaction Counts
• Answer Questions Honestly
• Case Study
• Module Seven: Review Questions

Module Eight: Marketing Goals
• Brand Switching
• Repeat Purchases
• Brand Loyalty
• Inform and Educate
• Case Study
• Module Eight: Review Questions

Module Nine: The Marketing Funnel
• Awareness
• Interest
• Desire
• Action
• Case Study
• Module Nine: Review Questions

Module Ten: Marketing Mistakes (I)
• Not Taking Social Media Seriously
• Not Having a USP
• Cross Cultural and International Translations
• Not Building a Relationship
• Case Study
• Module Ten: Review Questions

Module Eleven: Marketing Mistakes (II)
• Not Having a Plan
• Aiming at Everyone
• Not Tracking Metrics
• Not Listening to Your Customers
• Case Study
• Module Eleven: Review Questions

Module Twelve: Wrapping Up
• Words from the Wise
• Review of Parking Lot
• Lessons Learned
• Completion of Action Plans and Evaluations