Marketing Plan Fundamentals

Marketing – which includes branding, advertising and customer retention programs – is a complete university curriculum. Often each element of marketing is degree program in itself. Marketing is absolutely necessary to a successful business. Simply put, if potential customers don’t know you exist and what you sell, they don’t come to purchase. This four hour course introduces the student to essential marketing fundamentals necessary to write a solid business plan. The curriculum outline includes:

What is Marketing?

  • Marketing and Market
  • Marketing systems exist at two levels
  • The functions of marketing
    • A Marketing Plan for Your Enterprise is Unique

  • Classification and Sector
  • Capturing the Market
    • The Certified Business Plan – Section 4 – Marketing Plan
  • Understanding the market
  • Understanding the competition
  • Targeting the Market
  • Promotion
  • Sales
    • Understanding the Market

  • Marketing Strategy – two distinct steps
  • Where is the primary market for your product?
  • Primary Research
  • Secondary Research
    • Understanding the Competition

  • The need of a competitive analysis
  • What the competitive analysis drives
    • Targeting the Market

  • Growth stage considerations
  • Setting the strategic direction
    • Strategic Approach

  • Getting the right product or service to the right market
  • Market size
  • Evaluating your current situation: outreach and growth
  • Barriers to entry for competitors
  • SWOT Analysi
  • Product, Placement, Promotion and Price
  • Pricing, Budgeting and Return on Investment
    • Promotion
  • Promotion strategy drivers
  • The importance of communicating about your product/service
  • Marketing Communications Plan
  • Customer Retention Management
    • Sales
  • How will you sell the product/service?
  • The cost of your sales approach
  • The Sales Cycle
  • Public Relations and sales
    • Selling to the Government
  • The rules of engagement
  • Spending the ‘people’s money’ responsibly
  • Why sell to the government?
  • Benefits to specific ownership types
  • Avenues of selling to the government

    • Dates Courses Offered:

     September 28, 2009 6:00pm - 9:00pm OR September 29, 2009 1:30pm - 4:30pm

    Radisson Hotel
    1211 East Garvey Steet
    Covina, CA 91724
    626-915-3411

    Who is teaching this class?



    Sponsors




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