Marketing Essentials Competitive Strategies Curriculum Outline
Marketing Essentials: Introduction to Marketing
Overview/DescriptionHow do you know what consumers really want? How do you know which consumers to go after and how to get them interested in your products and services? You need to develop an effective marketing strategy. Marketing is a core business process that helps companies develop strong relationships with consumers – it is used to identify the right consumers, anticipate their wants and needs and ultimately create value for them and for your organization. Realizing the essential function that marketing plays in any company will help you better understand the relationship that companies need to build with their customers, how they do it, and the impact these activities can have on a companys bottom line. This course provides key insight on marketing as a key business process, its link to overall corporate strategy and how online and social media marketing is changing the face of marketing by bringing companies and customers closer together than ever before through new technologies. The importance of marketing planning is also discussed including careful consideration of key concepts such as segmentation, targeting and positioning. This course will also address the traditional Marketing Mix, its evolution and its critical role in marketing planning and execution.
Target AudienceAnyone who wants to develop or refine their marketing skills
Expected Duration (hours)1.0
Lesson Objectives Marketing Essentials: Introduction to Marketing
Identify the key objectives of the marketing function in organizations Identify the key characteristics of the Internet as a marketplace Match each core market identification activity with its description Identify the elements of the marketing mix Identify elements of the modern marketing mix Course Number:
mkt_01_a01_bs_enus Back to ListMarketing Essentials: Planning and People
Overview/DescriptionThe four Ps of the traditional marketing mix (Product, Price, Place, and Promotion) are important strategic cornerstones of any marketing activity. However, this traditional view of the Marketing Mix fails to address two very important aspects of marketing: planning and people. This course focuses its attention on the importance of linking marketing activities to an organization’s overall strategic objectives; and exactly how the planning process is carried out. The importance of recognizing the difference between marketing strategies and marketing tactics is also discussed, as well as how strategy and tactics should complement each other in any marketing activity. This course will also offer insight into key planning activities such as research, budgeting, development and evaluation. Finally, the importance of employee engagement and internal branding are also discussed as the key elements of the last P, people. Understanding the key role that planning and people play in the marketing process and how these aspects support the traditional Marketing Mix, will help you better understand how to approach marketing activities and campaigns and how to maximize their impact both externally and internally.
Target AudienceAnyone who wants to develop or refine their marketing skills
Expected Duration (hours)1.0
Lesson Objectives Marketing Essentials: Planning and People
Recognize examples of marketing goals and types of marketing plans in a scenario Identify the advantages of marketing planning Recognize characteristics of quantitative and qualitative research Identify examples of typical marketing costs that have to be budgeted for during the creation of a marketing plan Recognize guidelines on how to develop and execute a marketing plan Identify how to evaluate your marketing plan Recognize how companies can help people to act as a key part of the marketing mix Course Number:
mkt_01_a02_bs_enus Back to ListMarketing Essentials: Product and Price
Overview/DescriptionHow do you know what kind of products and services you should be marketing? How do you develop successful products and services? How do you promote and sell them? In today’s highly competitive marketplace, these considerations are more important than ever. This course focuses on the answers to these questions and provides key insight into the importance of product and price within the modern marketing mix. The course then covers the product and development process, the concept of product differentiation in todays marketplace, and what this ultimately requires from marketing professionals and companies in order to be successful. This course also provides essential insight into the concept of product lifecycle with a focus on how product evolution can help meet ever-changing customer needs and help secure a company’s competitive advantage. Finally, the course introduces pricing, including how to approach product pricing and the factors that affect a products price.
Target AudienceAnyone who wants to develop or refine their marketing skills
Expected Duration (hours)1.0
Lesson Objectives Marketing Essentials: Product and Price
Recognize examples of several components of a product offering Identify the typical responsibilities of marketing in the context of the development of new products Make some marketing mix related decisions at several phases of the product lifecycle in a scenario Classify pricing objectives as being primarily financial or marketing objectives Recognize examples demonstrating the use of several pricing strategies Recognize examples demonstrating the use of several types of promotions Course Number:
mkt_01_a03_bs_enus Back to ListMarketing Essentials: Place
Overview/DescriptionGetting your products and services into your customers hands is not a simple task; a multitude of factors must be considered. How do you select the most effective distribution channels? Should you be targeting your distributors to help promote and sell your products, or should you appeal directly to consumers? How do you build strong relationships with distributors? Place, which focuses on the distribution of products and services, is an important component of any marketing initiative and requires careful integration with all other aspects of the modern marketing mix. This course provides essential insight into distribution. It reviews the advantages of building a strong, efficient distribution network that is aligned with organizational and marketing goals, as well as product characteristics and target markets. It covers key distribution strategies, distribution relationship systems, and how to select and manage distributors. Finally, the course discusses online distribution opportunities and the benefits associated with e-marketing.
Target AudienceAnyone who wants to develop or refine their marketing skills
Expected Duration (hours)1.0
Lesson Objectives Marketing Essentials: Place
Identify the key considerations in selecting appropriate distribution channels for your products Identify the key characteristics of push and pull distribution Match distribution strategies and strategic distribution relationship systems with their description Identify guidelines for selecting and managing intermediaries Identify the key characteristics of the Internet as a distribution channel Identify the benefits to companies of using online distribution Course Number:
mkt_01_a04_bs_enus Back to ListMarketing Essentials: Promotion
Overview/DescriptionHow do you get customers interested in your products and services? What kinds of sales and advertising strategies will you use? How will public relations support your promotional strategies, if at all? Promotion, a key aspect of the marketing mix, focuses on raising awareness about your product and service offerings among key customer target groups. This course will provide insight into how to design promotional strategies and campaigns that help expand existing markets and develop new customer relationships. You will learn about the key characteristics of different forms of advertising and promotional vehicles, including the reach, benefits and cost of both traditional and more modern approaches such as social media networking and other forms of online marketing. This course will also discuss the concept of return on investment (ROI) in promotion, how to approach ROI for both traditional and online promotional efforts, and how this type of evaluation can help you plan and execute your promotional efforts more effectively.
Target AudienceAnyone who wants to develop or refine their marketing skills
Expected Duration (hours)1.0
Lesson Objectives Marketing Essentials: Promotion
Sequence the promotional communications goals Match promotional techniques with their description Match characteristics of marketing communication campaigns to either traditional or online media Sequence the process to calculate ROI on marketing campaigns Recognize the advantages of calculating ROI on marketing campaigns Course Number:
mkt_01_a05_bs_enus Back to ListMarketing Essentials: Marketing and Ethics
Overview/DescriptionWhat role does ethics play in marketing? What is corporate responsibility and how is it linked to marketing? In order to develop strong and lasting customer relationships, organizations must ensure their marketing practices are fair, honest, and accurate about their product and service offerings. While marketing is a key business function, it also has an important societal component that cannot be overlooked. This course introduces the concept of ethics in marketing and its close connection to corporate responsibility. It also provides insight into how to ensure marketing practices are ethical, and outlines the benefits ethical marketing can generate for an organization and its corporate culture. Youll learn about societal marketing, the dangers associated with unethical and deceptive marketing practices, and how to build and sustain strong ethical marketing standards and practices within an organization. The course also addresses the growth of new communication technologies and how they have affected the way marketers reach their audiences. Finally, it looks at and how organizations can apply ethical marketing standards to e-marketing, as well as more traditional efforts.
Target AudienceAnyone who wants to develop or refine their marketing skills
Expected Duration (hours)1.0
Lesson Objectives Marketing Essentials: Marketing and Ethics
Identify types of societal expectations that corporations should address along with traditional organizational concerns Identify examples of deceptive, offensive, and objectionable marketing practices Match each example with the stage of ethical development it represents Identify guidelines for creating an ethical marketing environment Classify examples of various e-marketing ethical issues according to the variable of the marketing mix they affect Course Number:
mkt_01_a06_bs_enus Back to ListCompetitive Marketing Strategies: Conducting an Internal Analysis
Overview/DescriptionWhen developing competitive marketing strategies, one of the most important steps is carrying out effective research and analysis. As well as assessing the external competitive environment, you need to look inward. In other words, you need to assess your organizational capabilities – what unique skills and resources does your organization have and how can it effectively deploy these to deliver a sustainable competitive advantage? In addition, you need to consider your marketing activities – how relevant are your marketing objectives, given your organizations current and potential capabilities? And what kind of profile does the marketing function have in your organization? Addressing questions like these will help you improve and develop strategies that reflect your unique capabilities. This course describes how to conduct an internal analysis as part of the process of developing competitive marketing strategies. It explains the types of questions you may need to ask about your organizational resources and capabilities. And it describes areas to consider when doing a marketing audit, including innovation activities.
Target AudienceManagers and strategic planners who want to refine their skills for developing and implementing competitive marketing strategies
Expected Duration (hours)1.0
Lesson Objectives Competitive Marketing Strategies: Conducting an Internal Analysis
Define the role of internal analysis in the development of competitive marketing strategies Recognize the steps in identifying important organizational competencies Categorize examples of resources and competencies important for creating and maintaining competitive advantage Recognize important questions to consider when conducting an internal marketing audit Identify examples of what you should consider when conducting an innovation audit Course Number:
mkt_02_a01_bs_enus Back to ListCompetitive Marketing Strategies: Analyzing Competitors
Overview/DescriptionTo formulate successful competitive marketing strategies for your organization, you need to understand your competitors. Who are your key rivals and what drives their marketing decisions? What do they do well and where do they miss the mark? Gathering and analyzing this kind of information is the starting point for developing effective strategies that can increase your competitive advantage and build market share. This course describes a process for developing a competitor intelligence system that enables you to better understand what youre up against and how you can use information about competitors to design your own marketing strategies for maximum effectiveness.
Target AudienceManagers and strategic planners who want to refine their skills for developing and implementing competitive marketing strategies
Expected Duration (hours)1.0
Lesson Objectives Competitive Marketing Strategies: Analyzing Competitors
Recognize the value of competitive intelligence Assess how effective an individual is in identifying competitors for a given scenario Recognize examples of the guidelines for gathering information about competitors Match guidelines for analyzing information about competitors to the section in a sample analysis to which they apply Course Number:
mkt_02_a02_bs_enus Back to ListCompetitive Marketing Strategies: Selecting and Implementing Strategies
Overview/DescriptionCompetitive marketing strategies can help your organization gain market share, minimize the impact of competitors, and increase revenues. These outcomes can only be achieved, however, if organizations understand how to translate their competitive advantages into winning strategies. This course describes the different types of competitive advantages that can help an organization distinguish itself from the competition. It outlines how to choose the most appropriate competitive marketing approach based on those advantages. It also explains the key components of a competitive marketing plan, which shows how strategies can be put into action. Finally, the course describes how to approach the implementation of competitive marketing efforts in order to ensure buy-in and support from key stakeholders.
Target AudienceManagers and strategic planners who want to refine their skills for developing and implementing competitive marketing strategies
Expected Duration (hours)1.0
Lesson Objectives Competitive Marketing Strategies: Selecting and Implementing Strategies
Describe how to select competitive marketing strategies effectively Match types of competitive advantages to their examples Match the components of a strategic marketing plan to their examples Recognize examples of guidelines that can help in making the implementation of competitive marketing strategies successful Course Number:
mkt_02_a03_bs_enus Back to List
Marketing Essentials & Competitive Strategies
This self-paced online training course introduces individuals to the critical concepts of marketing essentials &
competitive strategies. Marketing is a core business process that helps companies develop strong relationships with
consumers – it is used to identify the right consumers, anticipate their wants and needs and ultimately create value
for them and for your organization.
CBT Direct’s Marketing Essentials & Competitive Strategies, examines one of the most important steps when
developing competitive marketing strategies, carrying out effective research and analysis on the competitive
environment. As well as assessing your organizational capabilities, what unique skills and resources your
organization has and how can it effectively deploy them to deliver a sustainable competitive advantage?
Benefits of CBT Direct’s Online Marketing Essentials & Competitive
Strategies Training
CBT Direct boasts the most beneficial online training on the market. With CBT Direct’s online training, you have
the flexibility to study on your schedule, and with the speed and reliability of the internet, CBT Direct’s Marketing
Essentials & Competitive Strategies training course is accessible anywhere you have an internet connection. Convenience
finally costs less with CBT Direct - the most affordable online training solution today.
The unique design of CBT Direct’s Marketing Essentials & Competitive Strategies course emphasizes learner initiative,
self-management and experiential learning. CBT Direct’s online course design begins with the definition of user-focused
performance objectives and then proceeds to the selection and implementation of instructional strategies and learning
activities appropriate for those objectives. This effective instruction model for CBT Direct’s Marketing Essentials &
Competitive Strategies training course ensures the greatest level of comprehension and retention.
Who Benefits from CBT Direct’s Online Marketing Essentials & Competitive
Strategies Training?
Our self-paced online training is designed for professionals who want to develop or refine their marketing skills.
What Professionals Will Learn from CBT Direct’s Online Marketing Essentials & Competitive Strategies Training
This self-paced online course examines key insight on marketing as a key business process, its link to overall corporate
strategy and how online and social media marketing is changing the face of marketing by bringing companies and customers
closer together than ever before through new technologies. This course will also address the traditional Marketing Mix,
its evolution and its critical role in marketing planning and execution.
This course examines the importance of linking marketing activities to an organization’s overall strategic objectives;
and exactly how the planning process is carried out. Learners will explore the difference between marketing strategies and
marketing tactics, as well as how strategy and tactics should complement each other in any marketing activity. Finally,
this course will offer insight into key planning activities such as research, budgeting, development and evaluation.
Click here to see a detailed curriculum outline.
CBT Direct’s training course will identify key insight into the importance of product and price within the modern
marketing mix. This course will introduce learner to the product and development process, the concept of product
differentiation in today's marketplace, and what this ultimately requires from marketing professionals and companies
in order to be successful. Our course explores essential insight into the concept of product lifecycle, as well as
examining how to approach product pricing and the factors that affect a product's price.
Our self-paced online training course will explore the advantages of building a strong, efficient distribution
network that is aligned with organizational and marketing goals, as well as product characteristics and target markets.
Students will discover key distribution strategies, distribution relationship systems, as well as how to select and
manage distributors. Finally, the course discusses online distribution opportunities and the benefits associated
with e-marketing.
Learners will identify key characteristics of different forms of advertising and promotional vehicles, including the
reach, benefits and cost of both traditional and more modern approaches such as social media networking and other forms
of online marketing. This course will also discuss the concept of return on investment (ROI) in promotion, approaching
ROI for both traditional and online promotional efforts, and how this type of evaluation can help you plan and execute
your promotional efforts more effectively.
Students will learn about societal marketing, the dangers associated with unethical and deceptive marketing practices.
This course examines how to build and sustain strong ethical marketing standards and practices within an organization. The
course also addresses the growth of new communication technologies and how they have affected the way, marketers reach
their audiences. Finally, it looks at and how organizations can apply ethical marketing standards to e-marketing, as well
as more traditional efforts.
This course describes how to conduct an internal analysis as part of the process of developing competitive marketing
strategies. Our course explores the types of questions you may need to ask about your organizational resources and capabilities.
In addition to, describing areas to consider when doing a marketing audit, including innovation activities.
CBT Direct’s online training course describes a process for developing a competitor intelligence system that enables
you to better understand what you're up against and how you can use information about competitors to design your own
marketing strategies for maximum effectiveness.
Learners will identify the different types of competitive advantages that can help an organization distinguish itself
from the competition. This self-paced online course outlines how to choose the most appropriate competitive marketing
approach based on those advantages. Our course explores key components of a competitive marketing plan, which shows how
strategies can be put into action. Finally, the course describes how to approach the implementation of competitive marketing
efforts in order to ensure buy-in and support from key stakeholders.
Marketing Essentials & Competitive Strategies
