Marketing Essentials
Course Specifications
Course number: 088782
Course length: 1.0 day(s)
Course Description
Without marketing, the fact that you've built a better mousetrap might go unnoticed. In fact, the whole notion of what constitutes a better mousetrap is dependent on marketing insights. Your engineers may have an elegant design that consumers reject as irrelevant or too cumbersome to use. Marketers are key in coordinating those who make product and design decisions with sales personnel and, ultimately, with consumers. Their marketing strategies can enable companies to remain ahead of the competition and attract customers whose loyalty will be the foundation of a successful venture. In this course, you will develop essential marketing skills. 
Course Objective: You will develop strategic and tactical skills to create, execute, and evaluate a marketing plan.

Target Student: This course is designed for business people with little or no knowledge of marketing practices, as well as inexperienced marketing professionals.

Prerequisites: To ensure your success, we recommend you first take the following courses or have equivalent knowledge: 
•	Project Management Skills for Non-Project Managers 
•	Getting the Results Without the Authority 
Delivery Method: Instructor led, group-paced, classroom-delivery learning model with structured hands-on activities.
Hardware Requirements
•	A Pentium III with 500 MHz (or better), or Macintosh Intel-based or PowerPC G4 (or better) processor. 
•	At least 512 MB of RAM. 
•	A monitor capable of 1024 x 768 screen resolution and 32-bit color display. 
Platform Requirements
•	Microsoft Windows Vista, Windows XP (Professional or Home Edition), Windows 2000, or Apple Mac OS X 10.4 (or higher). 
Software Requirements
•	Microsoft Internet Explorer 7 (or higher), Mozilla Firefox 2 (or higher), or Apple Safari 2 (or higher), with pop-up blocking turned off. 
•	Adobe Flash Player 8 (current version recommended). 
Performance-Based Objectives
Upon successful completion of this course, students will be able to: 
•	analyze your market. 
•	position your product. 
Course Content
Lesson 1: Analyzing Your Market 
Topic 1A: Determine Your Sales Objectives 
Topic 1B: Analyze the Market 
Topic 1C: Isolate Your Market Segment 
Topic 1D: Analyze Your Product
Lesson 2: Positioning Your Product 
Topic 2A: Position Your Product 
Topic 2B: Price Your Product 
Topic 2C: Brand Your Product 
Topic 2D: Develop Your Advertising Tactics 
Topic 2E: Organize Your Marketing Efforts 
Topic 2F: Conduct a Marketing Audit