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Course Outline:
There are 10 Lessons in this course:
Analysing the Market
- Scope and nature of Promotions and Marketing,
- Role of Marketing, Approaches to Marketing (The Production Approach: 1820sto 1910s, The Sales Approach: 1920s to 1960s, The Marketing Approach: Stage One – 1960s to 1980s, The Marketing Approach: Stage Two – 1980s to Present),
- Goals of Marketing,
- What makes people buy (Attitude, Defining attitudes, How attitudes form, Changing attitudes)
- Practical Applications (Strengthen an existing attitude, Develop a change in attitude, Increase involvement, Focus on changing several different attitudes toward a product, Message Evaluation & Selection, Message execution, What words sell, Deciding to Buy, Rational Decisions, Heuristic Procedures),
- Decision Making Process (Recognising a Problem, Seeking Information, Evaluating Alternatives, Purchase Processes),
- Understanding Communication (Types, Methods, Channels, etc),
- Managing the Marketing Process (Organising, Analysing, Select Targets, Develop the Mix, Managing the marketing Effort),
- Market Research (Types of research, Gathering data), Managing the Marketing Plan
Target Marketing
- The Process of Identifying a Target Market,
- Micro marketing,
- Developing a Marketing Plan,
- Organising a Planning Process,
- Reviewing (Mission statement, Goals & Objectives),
- Establishing Market Objectives,
- Increasing Market Share,
- Expanding Product Mix,
- Broadening Geographic Range,
- Expansion through Export,
- Maximising Customer Service,
- Develop Objective Focussed Strategies,
- Increasing Market Share,
- Analysing Opportunities,
- External Influences (General economy, Government, Overseas, Demographics, Technology, Changing customer values, Competitor activity, Alternative marketing methods);
- Internal Influences (Resources, Market Share, Product characteristics, Advertising, Price, Financial capacity, Innovative potential);
- Selecting Target Markets –Market Segmentation, Mass Marketing, Concentrated or Niche Markets, Differentiated Markets;
- Physical Basis for Segmentation, Behavioural basis for Segmentation, Developing a Marketing Mix (Product, Price, Promotion, Distribution),
- Brand Names, Symbols, Logos, Packaging, Positioning and Image, Providing warranties;
- Price (Pricing Objectives, Pricing Methods, Cost-Price margin, Competition based Pricing, List and Discount Pricing)
Display and Display Techniques
- Channels of Distribution,
- Market Coverage (Intensive, Selective, Exclusive Distribution),
- Warehousing,
- Physical
- Distribution and Coverage,
- Inventory Control,
- Determining Emphasis within Marketing Mix,
- Product Life Cycle,
- Product Strategy,
- Shop Layout, Fixtures and Fittings, Space Available, Displaying Products for Sale,
- What Sells Best,
- Spacing, Quantity Displayed,
- Merchandising Suggestions, Stock Control,
- Merchandising Program,
- Signs, Signposting.
Advertising and Promotions Strategy
- Promotional Element,
- Publicity,
- Public Relations,
- Forms of Advertising,
- Sales Promotion,
- Personal Selling Method,
- Promotion Principles,
- Scope of PR,
- Steps in Designing a PR Strategy (Set Advertising Objectives, Decide Advertising Budget, Decide Advertising Message, Decide Media to Use, Evaluate Advertising Effectiveness).
New Product Development
- Product Line Decisions,
- New Products,
- Tracking Trends,
- Knowing Your Customers,
- Packaging,
- Cost-Benefit Analysis,
- Financial Forecasting,
- Project Revenues and Costs,
- Expenditure Breakdown,
- Revenue Breakdown.
Sales Techniques
- Promotion and Sales,
- Steps in the Sales Order,
- Understanding Persuasion,
- Materials of Persuasion (Know the Audience, Subject and Yourself, Influencing Opponents, Influencing Neutrals, Handling Criticism, Logical Persuasion);
- Questioning,
- Sales Staff Training, Theory of Helping, Strategies (Traditional Approach, Task Approach), Common Strategies for Staff Training and Teaching
Writing Advertisement
- Purpose of Advertising,
- Writing an Effective Advertisement,
- Structure of an Ad,
- Importance of Colour and Size,
- Advertisement Creation (Develop Product Awareness, Provide Information, Develop a Desire, Develop Conviction, Differentiate Brand, Make a Decision),
- The Advertising Message, Message Generation, Combining Rewards and Experiences to design a message, Delivering the Message,
- Advertisement Creation Checklist,
- Verification and Proofing
Electronic Marketing -Telephone & Email
- Telephone Manner,
- Managing an Unmanned Phone,
- Internet Promotions ( Larger audience, Lower Conversion Factor, Different Etiquette, Different Cost Structures, etc),
- Netiquitte,
- Ways of Using Web, Web sites,
- Site Construction, Site Use,
- Emails
Direct Mailing
- Types of Direct Mailing (The Direct, The Informative. The Reminder, The Utility);
- Advantages,
- Disadvantages,
- Appropriateness
Exhibitions & Shows
- Types of Exhibitions,
- Judging it’s Value,
- What can go Wrong,
- Catering for People Overload,
- Measuring Success,
- Organising an Event,
- Planning a Display.
