Training Objectives

This seminar introduces the fundamental concepts of marketing and marketing planning.


By the end of this seminar, participants should be able to:

  • Participate and contribute to marketing discussions and decision making meetings
  • Explain marketing’s role in the firm
  • Discuss the pros and cons of the latest marketing trends
  • Explain the importance and meaning of branding
  • Use customer touchpoints to strengthen brands
  • Create and evaluate a marketing planning

Key Concepts

The role of Marketing in the Organization

  • What is Marketing?
  • What marketing does
  • Marketing and Value Creation
  • Lessons from the ACME case
  • Marketing’s role in the firm (organization)
  • Marketing trends

Understanding and leveraging markets through Segmentation, Targeting and Positioning

  • Segmentation
  • Group customers
  • Identify market gaps, windows of opportunities
  • Segmentation tools
  • Targeting
  • Pick and reach customer base
  • Positioning
  • “Carve” a place in the consumer mind and (un)relate to competition

Gaining customer insights through marketing intelligence

  • The importance of obtaining customer insights
  • Consumer decision making process
  • Learn-Like-Experience
  • Consumer vs. Business markets
  • Profit vs. utility

Design and Launch of New Market Offerings

  • Strategic issues
  • NMO Design
  • The demand side
  • Managing NMOs

Managing the Product Life Cycle

  • Introduction
  • Growth
  • Maturity

Value Pricing

  • Valuation (V) or perceived value: What is the value of an offering to the customer?
  • Price (P): The amount a firm charges for an offering
  • Cost (C): The cost of the offering to the firm
  • Pricing Strategies
  • Psychology of pricing


  • How to build a brand
  • Strategic brand management
  • Brand valuation

Customer Touchpoints

  • Communication (media)
  • Using media to grow brands
  • Selling (distribution)
  • Channel management – partner relationships

Marketing Planning

  • Competitive moves and responses
  • Forecasting
  • Marketing metrics
  • Evaluate a marketing plan
Globalinx Corp