CBP Marketing

Length: 5 day(s) | Audience: Anyone | Level: 200

The CBP Marketing course is geared towards persons interested in pursuing a career in marketing or improving their marketing skills. The course provides the essential information and skills required by professionals who have to make marketing decisions that are important to the direction and performance of an organization or business. If a practical approach to marketing in any environment is what you need, then this is the course for you.

Module 1: Introduction to Marketing

  • Marketing and its components
  • The eight components of marketing
  • Marketing framework
  • Marketing analysis
  • Market research

Module 2: Consumer Behaviour

  • Define consumer behaviour
  • Consumer buying decision process
  • Consumer behaviour and its effect on purchases
  • Four behaviours consumers exhibit prior to purchase
  • Consumer behaviour & its effect on marketing plans
  • Factors that influence consumer behaviour

Module 3: Developing A Marketing Plan

  • Attributes of a marketing plan
  • Types of products
  • Product life cycle
  • Pricing strategies
  • Product or service distribution
  • Importance of promotional strategies

Module 4: Introduction to Product and Market Assessment

  • Importance of analyzing your product
  • Product assessment cycle
  • Reasons for creating a marketing plan
  • Eight elements of a market analysis
  • Trends help marketers target the market
  • Demographics in marketing

Module 5: Target Marketing and Segmentation

  • Target marketing
  • Key factors of market segmentation
  • Why and how to segment markets
  • Common market segments

Module 6: Brand Positioning

  • Brand positioning
  • Develop your own brand position
  • Customer emotions role in positioning
  • Strategy for implementing position

Module 7: Marketing Strategy

  • Developing a market strategy
  • Market strategy linked to sales
  • Building or taking market share
  • Selecting a competitive strategy
  • High pricing versus low pricing strategy
  • Problems and opportunities

Module 8: Communication Goals

  • Communication plans and their effect on market behaviour
  • Communication objectives
  • Communication tools
  • Communication goals

Module 9: Product Planning

  • Goal of product planning
  • Importance of understanding customer preferences
  • Selecting product name
  • Naming techniques
  • Product presentation
  • Importance of knowing your audience
  • Types of product presentations

This course requires that students meet the following prerequisites:

  • The candidate must have a commitment to the pursuit of excellence.
  • The candidate must have completed or be in the process of completing a high school or┬ásecondary school diploma or similar educational standards.