Modern Marketing Essentials
(MKT 101)

This 3-day course provides a foundational understanding of how to create value for customers and build a brand. This first course in our marketing course series combines traditional principles with modern digital strategies, and is designed for: 

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• Senior, Technical and Operational Managers preparing for higher marketing roles

• Heads of Departments & Directors looking to refine their marketing management approach

• Entrepreneurs seeking to develop negotiation, influence, and strategic marketing skills
   

Core topics covered include:
 

Foundations and Strategy:  The "why" and "who" of marketing—understanding the purpose of business and identifying the ideal customers.

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• Marketing Defined: Define marketing as a core business function and explore the forces (social, economic, technological) that affect decision-making.

• Customer Segmentation: Learn how to sort potential clients into manageable groups to focus your efforts.

• Targeting and Personas: Determine which segments have the most potential and create detailed buyer personas to understand their motivations.

• The Value Proposition: Define your mission, vision, and the specific value your business offers that competitors do not.
   

The Marketing Mix (The 4Ps):  The tactical core of marketing, and how to build a comprehensive plan that resonates with the targeted audience.

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• Product: Developing and adapting products or services to meet the specific needs of your target market.

• Price: Understanding pricing policies and how to adjust costs to influence sales and brand perception.

• Place (Distribution): Exploring the channels used to deliver products to customers, including e-commerce operations.

• Promotion: Crafting a clear, consistent, and appealing message through various tools and advertising channels.
   

Digital Channels and Execution:  Applying Marketing principles in the modern digital landscape and measuring success.

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• Digital Marketing Basics: Introduction to SEO, content marketing, and email marketing using tools like the HubSpot Marketing Software.

• Social Media & AI: Planning and scheduling posts across major platforms and exploring how AI agents can impact marketing innovation.

• Marketing Analytics: Using tools like Google Analytics to track performance and make data-driven improvements.

• Create an actionable marketing plan that integrates strategy, the 4Ps, and digital tools for a specific business case.