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Marketing basics

MARKETING BASICS

Part 1

Business-trainer: Alexander Bacca

Topic 1. What tasks does marketing solve?

10:00 – 11:00

 
  • Marketing as a discipline and its key elements
  • Marketing terminology
  • Why strategic and tactical marketing
  • The evolution of concepts in marketing and its modern model
 

11:00 – 11:15

Coffee Break

Topic 2. Consumer Decision Psychology

11:15– 13:15

 
  • Basic theory of motivation and principles of consumer behavior management
  • Creating Values ​​for the consumer and its types.
 

13:15 – 14:00

Lunch Break

Topic 3. Marketing analysis and basic assessment tools

14:00 – 16:00

 
  • The objectives and structure of marketing analysis. What does it give us?
  • We study the basic tools:
  1. Macro and micro environment of the company
  2. Assessment of the company's internal resources
  3. SWOT analysis as a universal tool for evaluating and developing a business and product
 

16:00 – 16:15

Coffee Break

Topic 4. Strategic Marketing Basics

16:15 – 17:15

 
  • What is a Strategy?
  • The main types of marketing strategies
  • Principles of consumer and market segmentation
  • Target audience definition (targeting)
  • Positioning and repositioning
 

Part 2

Topic 1. Tactical marketing

10:00 – 11:00

 
  • Marketing-mix
 

11:00 – 11:15

Coffee Break

Topic 2. Marketing communications

11:15– 13:15

 
  • Branding
  • Integrated Marketing Communications
 

13:15 – 14:00

Lunch Break

Topic 3. Promotion Methods

14:00– 16:00

 
  • Promotion
  • Advertising and PR/ What is the difference and how do these tools work?
  • The concept of internal marketing
  • Marketing plan
 

16:00 – 16:15

Coffee Break

Topic 4. Digital marketing

16:00 – 17:15

 
  • Modern trends
  • Features of using various media
  • Role of the content