Marketing Fundamentals

Overview

Marketing Fundamentals is an intensive two-day workshop that will give you real insight into key marketing principles. It also puts marketing into a broader business context, helping attendees become better marketers in the process.

You'll learn how to formulate ideas into winning strategies and get maximum value from your marketing spend. Best of all, you'll come away ready and able to put what you have learnt into practice straight away.

A New Education Partnership

From 2011 The University of Auckland Business School (UABS) will deliver Marketing Association (MA) Short Courses as part of an exclusive education partnership.

The Marketing Association will continue to develop the highly regarded short course series and content, with the assistance of leading marketing experts, while the operational excellence of delivery will pass into the hands of the UABS, leaders in this space. Both the MA and UABS are passionately committed to providing incomparable professional development opportunities and see the merging of respective skills, through this unique partnership, as testament to this committment.

Click here for the full press release.

Topics Covered

• The Marketing Concept and Challenge
  Pseudo versus Real marketing. How the two differ.
• The Marketing Plan
  Why plan? Overview on planning. The marketing plan flow chart.
• Buyer Behaviour
  The decision making process. Key points about buyer behaviour.
• Market Research
  Pros and cons of various tools. What research can do. What it often can't do.
• Market Segmentation
  What is segmentation? Methods of segmentation.
• The Product
  The customers perspective. Branding and packaging. Sources of new product ideas.
• The Service
  The customers perspective. How to create the "wow" factor.
• Marketing Communications
  Why 50% of spending is wasted. How to avoid that wastage.

Who should attend

Marketing Fundamentals is designed for people who:

• Are new to marketing or wanting to refresh their marketing knowledge
• Work closely with the marketing team, for example in sales, fundraising, or customer service roles
• Own or manage a small business and are looking to enhance their ability to market their products or services effectively
• Are planning to take the Certificate of Direct Marketing and who want an understanding of basic marketing before they begin.