Overview

Marketing Essentials is a broad introduction to marketing for those who have some or no formal marketing education. Participants will learn the basic principles of marketing and how to put together an integrated marketing communications plan. This course gives a fundamental understanding of marketing at the post-graduate level.

Course Outline

Day 1

• The purpose of marketing
• Three cardinal principles of marketing
• Analyzing the macro- and micro-environments
• Porter’s three generic strategies
• Activity (1): Participants will be given a brief of an organization and how they will use the principles taught to formulate a strategic blueprint. They will work in teams of 3-4. They will be guided by the trainer on structuring a sufficiently robust and defensible strategic marketing plan

Day 2

• Differences between products and services
• Delivering value to customers – the concept of the value chain
• Marketing mix tools
• Integrated marketing communications (IMC) planning. Participants will be taught how to use the strategic marketing plan, done in Day 1, to craft the IMC
• Activity (2): Participants will gather in their groups to discuss their IMC with the strategic plan. All groups will have to present their plan to the trainer and the group

Duration

• 2 days

Workshop Leader

• Dr Thum Weng-Ho
  

Note: This course can be customized to suit your organization's needs.

Download the brochure here

View our workshops on:

• Mindset / Motivation
• Sales & Marketing
  
• Communication
  
• Career Development
  







Benefits of Attending This Course

• Upon completion of this training, participants will have a fundamental understanding of marketing at the post-graduate level.

• Participants who have a basic grounding in marketing at the tertiary level will have their comprehension of the subject matter enhanced.

• For those who have not had any exposure to formal marketing education, this course will provide essential insight into the topic’s broad principles which they can utilize in their work as marketing practitioners.

Who Should Attend?

• Those already in Sales & Marketing
• Non-marketing staff
• Marketers interested in enhancing their marketing skills

 

Contact us at sales@straitsconsultancy.com or call 6848 4421 for more information.