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Essentials of Marketing

Learn best practices for developing and implementing a great marketing plan

As a marketing professional, you need to have a clear understanding of your markets and what drives your customers' decisions to buy. In this course, you’ll get modern techniques for analyzing markets and quantifying customer needs, wants, and preferences (NWP). Learn tactics to utilize the 4 Ps of Marketing (Product, Price, Place, and Promotion) and proven tools and methods to avoid the most common marketing mistakes. In hands-on activities, you’ll discover how to implement the right approach for your company’s unique needs.

Seminar Number: 05512

4.6
(160 reviews)
  • In-Person
  • Live Online
  • At Your Company Location

Course Scheduling & Pricing

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Who Should Attend

Newly-appointed marketers; product, brand, and advertising managers; business professionals and executives who need a clearer understanding of marketing’s role in generating profits.

  •   In-Person2 Day(s)
    12 CAE, 1.2 CEU, 14 CPE, 12 PMU
  •   Live Online2 Day(s)
    12 CAE, 1.2 CEU, 14 CPE, 12 PMU
 
 

As a marketing professional, you need to have a clear understanding of your markets and what drives your customers' decisions to buy. In this course, you’ll get modern techniques for analyzing markets and quantifying customer needs, wants, and preferences (NWP). Learn tactics to utilize the 4 Ps of Marketing (Product, Price, Place, and Promotion) and proven tools and methods to avoid the most common marketing mistakes. In hands-on activities, you’ll discover how to implement the right approach for your company’s unique needs.

  • Recognize the wide-ranging marketing roles and functions within different organizations
  • Apply modern techniques for conducting marketplace analysis
  • Utilize insightful marketing tactics to pinpoint why customers buy or don’t buy
  • Align the 4 Ps with your products, services, and customer wants 
  • Identifying your key marketing challenges
  • Defining crucial marketplace data and implementing market research
  • Understanding the components of each of the 4 Ps
  • Relating stages of the product lifecycle to marketing strategy
  • Conducting a product SWOT analysis
  • Positioning your organization’s product(s) and/or service(s) in the marketplace
  • Exploring different marketing communication vehicles and channels used for promotion
  • Developing a marketing plan for your organization

Special Feature

This Seminar Features Blended Learning

AMA Blended Learning combines instructor-led training with online pre- and post-seminar assessments, tune-up courses and other resources to maximize your training goals. Through a blend of proven instructor-led seminars and powerful online technology, AMA Blended Learning provides a compelling and more comprehensive experience for the learner - producing a greater return-on-investment for the employer and the seminar participant.

Learning Objectives

  • Recognize the Widely Varying Roles and Functions of Marketing Within Different Organizations
  • Apply Modern Techniques for Conducting Marketplace Analysis
  • Utilize Insightful Marketing Tactics to Identify and Quantify the Key Factors That Drive Your Customers’ Purchase Decisions
  • Determine How to Utilize the Four Ps of Marketing (Product, Price, Place, and Promotion) to Align Your Offerings with the Customers’ Key Purchasing Factors

Marketing Overview

  • Identify Your Key Challenges and Concerns in Marketing
  • Recognize That the Roles and Functions of Marketing Vary Widely Within Organizations
  • Define Marketing in a Way That Is Relevant to Your Organization
  • Describe the Four Essential Elements for Effective Marketing and Rate Your Ability

Marketplace Analysis

  • Define Market Research
  • Identify Multiple Sources for Insightful Marketplace Information
  • Define Crucial Marketplace Data
  • Recognize the Primary Macro-Environmental Trends That Influence Organizations’ Success

The Marketing Mix—Product/Price/Place/Promotion

  • Define Each of the Four Ps and Describe the Components of Each
  • Relate Stages of the Product Life Cycle to Marketing Strategy
  • Collect Accurate Product Data and Determine Customers’ Needs, Wants, and Preferences (NWP)
  • Conduct a Product SWOT Analysis
  • Position Your Organization’s Product(s) and/or Service(s) in the Marketplace
  • Recognize the Factors That Impact Price and Develop a Pricing Strategy
  • Describe the Factors Related to Determining Place
  • Explain the Marketing Communication Vehicles and Channels Used for Promotion

Your Action Plan for Success

  • Measure Your Professional Growth During the Course and Identify Further Development Options
  • Develop a Marketing Plan Outline for One of Your Organization’s Products or Services

Download Extended Seminar Outline PDF

LEARNING OBJECTIVES

  • Apply Marketing Principles and Practices to Compete Successfully in the Contemporary Business Environment
  • Explain the “Whys” and “Hows” Behind Fundamental Marketing Practices
  • Walk Away Thinking Like a Marketer

LESSON ONE

Marketing Overview

  • Define Marketing
  • Identify the Role of Marketing
  • Contrast Strategic Business Plans with Annual Marketing Plans

Market Analysis

  • Describe Approaches to Gathering Marketing Information
  • Identify Macro-Environmental Trends That Impact a Business
  • Define Key Differences Between B2B and B2C Markets
  • Conduct a Competitive Analysis
  • Develop a SWOT Analysis

LESSON TWO

Market Analysis (cont’d)

  • Describe Approaches to Gathering Marketing Information
  • Identify Macro-Environmental Trends That Impact a Business
  • Define Key Differences Between B2B and B2C Markets
  • Conduct a Competitive Analysis
  • Develop a SWOT Analysis

Segmentation, Targeting, and Positioning

  • Write SMART Marketing Goals
  • Compare Mass Marketing to Segmentation Marketing
  • Analyze Customer Segments in Order to Select Target Audiences
  • Write a Positioning Statement

LESSON THREE

Marketing Mix

  • Explain How the Four Ps Align with One Another
  • Describe How a Product Itself Can Impact Marketing Efforts
  • Explain Various Pricing Objectives and Strategies
  • Discuss How Channels of Distribution Impact Marketing Decisions
  • Define Objectives and Strategies for Core Modes of Communication

LESSON FOUR

Creating Customer Value

  • Describe How to Create Customer Value, Satisfaction, and Loyalty
  • Define Net Promoter Score as a Measure of Customer Loyalty
  • Identify Ways Organizations Cultivate Customer Relationships
  • Create an Approach to Developing Marketing Action Plans and Budgets

Download Extended Seminar Outline PDF

Live Online FAQs

View a Sample of Our Reviews

4.6

160 reviews

 
Great course with lots of interesting information that would even apply to a not-for-profit company. This was precise and focused and applied to all marketers in all areas.
5
Lori S.
 
Public Awareness Manager
 
Industry: Business Services
I gained some good information on the Marketing process and both of my instructors were very good.
4
Charles M.
 
Regional Account Manager
 
Industry: Organizations
I liked the real world examples that the instructor provided. He was very knowledgeable and had great energy. Appreciated that he checked in with each of us at the beginning and end to make sure we got everything out of the class that we expected/needed.
4
LINDSEY C.
 
MARKETING & COMMUNICATIONS SUPERVISOR
 
Industry: Manufacturing
An excellent experience that helped solidify many marketing concepts for me. The instructor was approachable, helpful, and knowledgeable. I would highly recommend this class to others who have little background in marketing or who need a "refresher".
5
Andrew F.
 
Marketing Manager
 
Industry: Manufacturing
I loved all of the story telling to provide context for the different areas of focus. These kept the course engaging and the material memorable!
5
Hailey H.
 
Associate Brand Manager
 
Industry: Manufacturing

This course is valid for 12 PMUs.
12 Business Acumen [BA]

As a CAE Approved Provider educational program related to the CAE exam content outline, this program may be applied for 12 credits toward your CAE application or renewal professional development requirements.

American Management Association is accredited by the International Association for Continuing Education and Training (IACET) and is accredited to issue the IACET CEU.

This course qualifies for 12 CEUs toward your recertification as a Certified Professional Services Marketer (CPSM). For more information please visit www.cpsmnow.org.

AMA is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education on the National Registry of CPE Sponsors. State boards of accountancy have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be submitted to the National Registry of CPE Sponsors through its website: www.nasbaregistry.org. For additional information or for more information regarding administrative policies such as complaints and refunds, please contact Martha Leon at 212-903-8173.

Recommended CPE Credit: 14 hours/Basic

Prerequisites: Marketers with less than three years of experience

Advanced Preparation: Online pre- and post-assessment

Delivery Method: Group Live/Group Internet-Based

Field of Study: Non-Technical - Marketing

In-Person Schedule

3 Sessions Available

Live Online Schedule

4 Sessions Available

  • $2,295.00 Non Members
  • $2,095.00 AMA Members
  • $1,984.00 GSA
Date Duration State City Zip
  2024-05-13 2024-05-14 May 13, 2024 - May 14, 2024 2 Days GA Atlanta 30309-7705 Atlanta Register Now

  2024-08-22 2024-08-23 Aug 22, 2024 - Aug 23, 2024 2 Days DC Arlington/Washington 22202-4807 Arlington/Washington Register Now

  2024-10-17 2024-10-18 Oct 17, 2024 - Oct 18, 2024 2 Days IL Chicago 60601-5927 Chicago Register Now

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