Fundamentals of Marketing

Overview

There is a growing need to understand the fundamental principles of marketing to keep a competitive edge. This program is designed to provide participants with a sound understanding of the key elements of researching and profiling a market, determining the marketing mix, analysing and defining a target market and planning and implementing marketing strategies.

Designed For

Sales and marketing managers or those in marketing roles who need to develop an understanding of the fundamental principles of marketing.

Content

• The marketing concept
• Conducting market research and presenting findings
• Identifying market trends and developments
• Quantitative and qualitative market information
• Approaches for determining the market for a product/service
• The marketing mix: Product, Price, Place, Promotion, People
• Market segmentation techniques
• Determining a target market for your product/service
• Reviewing the marketing mix
• Legal and ethical issues of marketing

Learning Outcomes

• Segment a market
• Identify a target market
• Determine and develop a market positioning strategy
• Assess the influences of the target market on customer behaviour
• Identify the role of the marketing mix in developing marketing strategy
• Use a framework for developing a marketing plan
• Monitor and review marketing performance

Relationship to Accredited Training

This course meets the requirements of the following unit of Competency:

• BSBMKG401B - Profile the market
• BSBMKG402B - Analyse consumer behaviour for specific markets
• BSBMKG408B - Conduct market research
• BSBMKG409A - Design direct response offers

or

• BSBMKG506B - Plan market research
• BSBMKG409A - Design direct response offers
• BSBMKG507A - Interpret market trends and developments
• BSBMKG514A - Implement and monitor marketing activities

These units of competency contribute to the Certificate IV in Marketing or may be used as Electives towards other qualifications in the Business Services Training Package.