Marketing Skills

“You can't just ask customers what they want and then try to give that to them. By the time you get it built, they'll want something new.” Steve Jobs

This course covers the entire process of marketing in a systematic way. Topics such as situational analysis, marketing mix, segmentation, product life cycles, customer decision making behaviour, pricing strategies, promotional ideas, advertisement, branding and many other areas are explored. Several interactive exercises and discussion opportunities are provided to help delegates examine their own marketing strategies and see how they can improve them. The course contains several optional exercises that allow you to extend the course to 1.5 days or more. The pack comes with comprehensive trainer notes with guidelines on pacing, what to ask, what areas to encourage discussions on and how to run exercises to get the most out of them. Globalisation has led to a mature market which is flooded with products of all types produced in various corners of this planet. The availability of a sheer number of products means that customers have many choices. Customers never had it so good. Now they can explore a variety of competing products, consider buying them from a variety of retailers and distributors, online or offline.

 All this means that those who want to sell in this increasingly crowded market must follow strategies that allow them to stand out from their competition. Employing simple sales techniques doesn’t cut it anymore. Successful sellers must now design their products in line with customer’s current and future needs as well as market trends and competition. Product design and marketing now go hand in hand to make sure that products are produced for the right market and in a way that will benefit their targeted customers. In this course, delegates will be introduced to the entire process of marketing and see how each area can benefit their organisation. These areas are systematically explored and exercises are provided so that delegates can apply these techniques to specific scenarios or to their own organisation. Delegates will learn about customer’s decision making process, how to segment markets, how to target customers and how to define a to target those segments. Many areas such as pricing strategies and various methods of promoting products are explored as well.

 The course contains various optional exercises that can be used to easily extend the course to 1.5 days or more. The aim of this course is to familiarise delegates with what is involved in marketing using mainly qualitative methods and increase their awareness about various critical areas. This course can be particularly useful for those who are mainly involved in product design or management whose increased knowledge of marketing can help them to produce better products. The course provides many opportunities to delegates to explore marketing methods used by their own organisations and critically evaluate them with the help of other delegates and the trainer. If delegates are from various organisations, this can provide a great opportunity to borrow marketing ideas from other industries which historically has been a great source of marketing innovation.

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