Foundational Marketing Concepts

Marketing is a crucial function in any business organisation. It considers customer perceptions and utilises data to make intelligent and insightful business decisions. Preparing a marketing environmental analysis is important in understanding the local, national or international forces that might affect your small business. Because these factors are outside your control, we will investigate how you can devise a marketing strategy to take advantage of present opportunities while minimising threats. We will explore macro-environmental analysis focusing on ‘Political, Economic, Social, Technological, Legal and Environmental’ (PESTLE) analysis and consumer and stakeholder analysis.

This course will help you analyse key marketing concepts and principles of marketing. These are required to critically plan for industry and market analysis, enterprise value chain analysis, competitor analysis, ‘Strengths, Weaknesses, Opportunities and Threats’ (Gap SWOT) analysis, TOWS analysis, building conversion strategies and risk analysis. In addition, we will examine how to develop and implement a marketing plan. We will explore segmentation, value proposition, target market, promotion, brand advertising, business development and customer relationship marketing.

The key to successful planning and execution of marketing plans and objectives lies in building a team of marketing professionals skilled in marketing, the marketplace and the market offering. We will investigate the roles of marketing experts in developing key strategies to attract customers, build brands and run a profitable campaign. Marketing is a collection of skills that transcend the business world and can be applied to any career. Upon completing this course, you will gain more decisive foundational insights into marketing concepts that can help your organisation succeed in the modern world of marketing. In addition, knowledge of the fundamental values that connect people, brands and businesses will significantly boost your marketing skills. Enrol in this course today.