Marketing (Foundations) VBS109

Develop your understanding and skill in marketing. Marketing is a cornerstone of every modern business. A lack of marketing knowledge is frequently the reason why a good business concept does not succeed. This course deals with all aspects of marketing from presentation and packaging, to advertising and selling. It will help you to develop an acute awareness of what is needed to achieve and maintain a good market share.

Course Outline

This course is designed as a program to help you firstly understand the marketing world; then assist you in making decisions and developing skills in marketing.

Marketing Involves...

• ATTRACTING CUSTOMERS
• PERSUADING THEM TO BUY
• SELLING
• KEEPING CUSTOMERS SATISFIED (so they come back!)
  ... BY USING THE ABOVE ACTIVITIES

Throughout this course emphasis is placed on profitability and efficiency!

Course Structure The content the ten lessons is as outlined below:

1. Marketing and the Business What is marketing, and its significance, Considering alternative approaches to business & marketing, Alternative enterprises (e.g. goods or services based, sole proprietor or partnership etc.)
2. Scope of Marketing Understanding basic economics (e.g. supply & demand); the difference between the potential market, available market, target market, and penetrated market for a product/service of your choice; Different advertising approaches, Controlling Growth, Improving Results in Business, etc.
3. Target Marketing Understanding the market place; Stages that sellers move through in their approach to a market, What is targeting, Advantages of target marketing as compared to mass marketing and product-differentiated marketing
4. The Marketing Mix and Managing the Marketing Effort Product, price, place, and promotion; Affects and interactions between marketing and other operations of a business.
5. Product Presentation and Packaging Importance of product knowledge, Core, tangible and augmented products; Differences in packaging & presentation for different products.
6. Promotion Communication skills, Merchandising, Shop Floor Layout, Displaying Products, Signs, Understanding Selling and Increasing Sales, Sales Methods, Publicity Marketing,
   Structuring an Advertisement or Promotion, Advertising budgets, etc.
7. Product Pricing and Distribution Pricing, Profitability Ratios, Increasing Turnover, etc.
8. Customer Service Methods of assessing customer satisfaction; Significance of Customer Service; Different types of customers in the market place, and how best to approach each; Difference between selling, publicising, marketing and advertising, etc.
9. Market Research The research process, What to research, Surveys, Developing and conducting a market research program, where to find useful statistics,
10. Organisations - Structures and Roles Business law; Financial Management, Business Structures, Business terminology, etc.

Aims

• Discuss the role of marketing in different enterprises.
• Describe the scope of marketing in different enterprises.
• Define the target market for a product or service.
• Determine and manage an appropriate mix of marketing activities for a small enterprise or marketing campaign.
• Evaluate the presentation (including packaging) of a product or service.
• Determine an effective approach to promoting a product or service.
• Compare options for distribution and determine an appropriate price for a product or service.
• Evaluate customer service.
• Conduct relevant market research.
• Consider the impact of internal and external organisations (including legal authorities) upon the marketing activities of an enterprise.