The CBA® Marketing course provides a comprehensive overview of all aspects of marketing including:
- The marketing plan
- Strategic planning
- Marketing research
- Feasibility studies
- Customer relationships and understanding the consumer
- Segmentation, target marketing and positioning
- Product planning, development, pricing and distribution
- Promotion management including digital marketing
These concepts are especially important for those helping small businesses, as marketing is often a mystery to small business owners and managers. In today's competitive environment, your clients likely need to make plans and implement them, while simultaneously monitoring rapid changes in competition, regulations, legislation, the economy, society and technology.
This course is composed of nine (9) modules:
- Session 1: Introduction to Marketing
- This module provides an overall perspective on what marketing is, the processes it involves, and carious philosophies of marketing.
- Session 2: Strategic Planning and the Marketing Plan
- Organizations cannot succeed without planning, and marketing plans must support the organization's mission, vision and objectives.
- This module looks at strategic planning and mission, key marketing strategies, analysis necessary for such planning and the basics of a marketing plan.
- Session 3: Marketing Research, Feasibility Studies, and Sales Forecasting
- Marketing thrives on information.
- This module looks at the knowledge that is crucial to understand the environment, the consumer, the competition, the likelihood of a project's success and potential profitability, and the evaluation of the organization's marketing efforts.
- Session 4: Customer Relationship Marketing (CRM) and Consumer Behavior
- Marketing centers on consumers.
- Firms cannot succeed if they do not understand consumers fully and deeply and provide them with value and satisfaction.
- This module looks at how companies accomplish these tasks.
- Session 5: Market Segmentation, Market Targeting and Positioning
- Organizations cannot be "all things to all people (or to all businesses)."
- In almost all cases, both consumers (and businesses) have different needs, wants, and desires such that they cannot be satisfied by one option.
- This module examines the ways in which marketers divide the market into different interest groups (segments), select one or more segments to target with an appropriate marketing mix, and position the product or brand in the marketplace to appeal to the target market.
- Session 6: Product Management
- Consumers seek solutions to problems and marketers help to solve those problems by the products and services they offer.
- This module looks at products and services (and how they differ in terms of marketing), the importance of customer service in providing value to the consumer, the process of developing new products/services, and the need to build a strong brand.
- Session 7: Price Management
- Pricing the product or service is an important part of the marketing mix, as price is the only thing that generates revenue.
- This module examines price, costs, break-even analysis, and various approaches to setting and adjusting prices.
- Session 8: Place Management
- Products and services need to move from the providers to the consumers in a timely, efficient, and effective manner.
- This module discusses Channels of Distribution and Supply chain Management with a focus on satisfying the goals of the channel members and the consumer.
- Session 9: Promotion Management
- Firms must be able to reach their target audience with information about the company, brands, and products.
- This module focuses on the promotion element of the Marketing Mix, with a good understanding of our target market's values and media exposure habits, and our goals and objectives, with a special emphasis on digital and social media marketing.
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