course | Certified marketing professional

Introduction to Marketing
 

• Marketing concepts
• Marketing management defined
• Evolution of the marketing concept
• Differences between marketing and selling
• Scope of marketing management
• Setting the scene: the marketing mix
• Using the 4Ps marketing mix model

Marketing in the modern business world
 

• Differences between marketing and selling
• Key Marketing concepts you must be aware of
• Understanding Your Customer
• Needs, Wants, and Demand
• Buyer Persona
• Customer Journey Map

Branding
 

• The meaning of a brand
• Brand identity
• Brand personality

Marketing audit and planning
 

• Understanding the marketing environment 
• Various marketing analysis techniques 
• 'PEDSTLE' analysis 
• 'SWOT' analysis 
• The five forces model (M. Porter) 
• Customer analysis
• Competitive analysis 
• The marketing audit
• Marketing planning

Market Segmentation, Targeting, Positioning, and Key Aspects of Marketing Mix
 

• The basis of market segmentation for B2C & B2B 
• Steps in market segmentation, targeting, and positioning under the 4P 
• Market targeting & positioning based on the data you acquired 
• Developing high-quality hypotheses if data is missing

Implementing an Effective Marketing: Best Practices, Tools, and Models
 

• Curate Remarkable Content 
• Creating Informational Videos 
• Social Media Groups and Online Forums 
• Compelling Marketing Emails
• Marketing Communication and Campaigns
• Elements of the communication process
• Steps in creating a promotional campaign
• The goals and tasks of promotion
• The 'AIDA' concept
• Setting the advertising budget
• The various media types
• Media scheduling
• Evaluating promotional campaigns

The Product Life Cycle (PLC): A Strategic Approach
 

• The PLC concept
• Marketing strategies for PLC 
• The promotion mix and marketing objectives
• Characteristics promotion mix elements
• Promotion mix strategies across the PLC
• Push and pull strategies

Analytics - If You Can't Measure It—It Doesn't Exist
 

• Metrics you must track and measure
• Best tools for measurement that the top companies use
• Interpreting the data and leveraging the insights you might get from it

Implementation and Development of Marketing Plan and Budgeting
 

• Determining a perfect marketing budget for your company
• The increase of ROI – the interactive data and its professional analysis
• Setting the Plan – step-by-step instructions to create a great marketing plan
• Implementation of marketing campaigns according to the Marketing Plan
• Marketing Research
• Marketing research defined
• The marketing research process
• Secondary and primary data 
• Questionnaire design 
• Forms of survey research