Fundamentals of marketing

You'll learn

• The key concepts of marketing, including market research, the marketing mix, and market segmentation.
• The elements of an effective marketing plan.

You'll be able to

• Better understand marketing language and principles.
• Better identify your business's markets and positioning.
• Develop a marketing plan using the framework provided.

Course outline

• Planning and resourcing marketing
• Understanding business plans
• Who does the business plan serve?
• Business plan marketing program
• The marketing process
• Understanding marketing
• Marketing theory
• The process of marketing
• Extended 4P model of marketing
• The 4Ps of marketing
• The product
• The strategic use of price
• Place
• Promotional strategy
• Researching the market
• Types of market research
• Primary research
• Secondary research
• Importance of research
• Market segments
• Segment by decision maker
• Developing the marketing plan
• Contents of a marketing plan
• Setting marketing objectives
• The marketing campaign
• Understanding a marketing campaign
• Advertising 5M model
• Implementing the campaign
• Evaluating the campaign

AU$99