Principles of Marketing

Sales and Marketing October 25, 2025
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Introduction

This foundational course introduces participants to the essential **Principles of Marketing**, providing a comprehensive overview of concepts necessary for success in any industry. It covers the core marketing process, from understanding the marketplace and customer needs to designing a customer-driven marketing strategy and building profitable relationships. Participants will gain a solid grasp of the four P's (Product, Price, Place, and Promotion) and the critical role of market segmentation, targeting, and positioning. This training is the ideal starting point for anyone looking to understand how organizations create, communicate, and deliver value to customers.

Objectives

Upon completion of this course, participants will be able to:

  • Define marketing and the fundamental **Marketing Process** from consumer needs to relationship building.
  • Explain the core concepts of **Customer Value** and the development of profitable customer relationships.
  • Conduct basic market segmentation, targeting, differentiation, and effective positioning strategies.
  • Apply the **Four P's of the Marketing Mix** (Product, Price, Place, Promotion) in a cohesive strategy.
  • Analyze the forces within a company's micro and macro marketing environment.
  • Identify and utilize basic consumer and business market buying behaviors and models.
  • Develop a simple integrated marketing communications (IMC) strategy.
  • Understand the role of digital and global marketing in the contemporary landscape.

Target Audience

  • New Marketing Hires and Assistants
  • Sales Professionals seeking marketing context
  • Small Business Owners and Entrepreneurs
  • Staff from non-marketing departments (e.g., HR, Finance, Operations)
  • College Graduates entering the business world

Methodology

  • Group Case Study Analysis of a Successful or Failed Marketing Strategy
  • Individual Exercise: Developing a Positioning Statement and Value Proposition
  • Discussions on Current Marketing Trends and Ethical Issues
  • Scenario-Based Application of the Four P's to a new product

Personal Impact

  • Development of a clear, systematic understanding of marketing fundamentals.
  • Enhanced ability to contribute to marketing discussions and cross-functional projects.
  • Improved decision-making based on customer-centric principles.
  • Acquisition of a shared, professional marketing vocabulary.
  • Increased confidence in analyzing market situations.

Organizational Impact

  • A unified, customer-centric approach across all business functions.
  • More effective cross-functional collaboration between marketing and other departments.
  • Improved consistency and clarity in market positioning and messaging.
  • Better identification of customer needs leading to more relevant product development.
  • Increased ability to evaluate marketing proposals and strategies.

Course Outline

Unit 1: Marketing Framework and Customer Value

Fundamentals and Process
  • Defining marketing: understanding needs, wants, and demands.
  • The five-step **Marketing Process** model.
  • Core concepts of customer value, satisfaction, and exchange.
  • The difference between transactional and relationship marketing.
  • Analyzing the dynamic micro and macro environment.

    • Unit 2: Customer Strategy and Segmentation

    Targeting and Positioning
    • Understanding consumer behavior and the factors influencing buying decisions.
    • Methods for effective **Market Segmentation** (geographic, demographic, psychographic, behavioral).
    • Strategies for market targeting (undifferentiated, differentiated, niche).
    • Developing a clear, compelling **Value Proposition** and positioning statement.
    • The perceptual mapping technique for analyzing competitive positioning.

      • Unit 3: Product and Branding Decisions

      Offerings and Value
      • Defining product: levels of product and service classifications.
      • Key decisions in **Product and Service Attributes**, branding, packaging, and labeling.
      • The concepts of brand equity and building strong brand names.
      • Understanding the **Product Life Cycle (PLC)** stages and corresponding strategies.
      • New product development process steps and considerations.

        • Unit 4: Pricing and Distribution (Place)

        Value Capture and Delivery
        • Major **Pricing Strategies**: cost-based, value-based, and competition-based.
        • Internal and external factors influencing pricing decisions.
        • Understanding marketing channels and the role of intermediaries.
        • Strategies for managing distribution channels and logistics.
        • Retail and wholesale market concepts and trends.

          • Unit 5: Promotion and Integrated Marketing

          Communication Mix
          • The concept of **Integrated Marketing Communications (IMC)**.
          • Overview of the **Promotion Mix**: advertising, public relations, sales promotion, personal selling, and digital marketing.
          • Steps in developing effective marketing communication.
          • Setting the total promotion budget and methods for allocation.
          • Ethical and social responsibility issues in marketing.

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