Marketing and product management
Marketing essentials
Outcomes
- Understand what marketing means in the context of a 21st-century organization, why a market focus is vital and directly impacts the success of the organization and how to develop such an approach
- Appreciate what is involved in knowing and understanding the marketplace and what drives the market, having gained an overview of the marketing audit process
- Understand the key principles of market research and gathering customer data
- Understand what is involved in developing a competitive edge and a value proposition
- Explore the benefits and the importance of segmentation
- Apply the marketing mix - looking at proposition development through pricing and marketing communications to service environment
- Understand the key concept of product management and the relevance and application of the Product Life-cycle model
- Understand marketing communications and its position in the mix
- Understand some of the key principles of marketing planning, its importance and the major elements in relation to the content of the marketing plan
Indicative Content
- Marketing definitions – presentation from the trainer
- The marketing process – strategic marketing and tactical marketing
- Research in marketing – its role purpose and application in relation to strategic development and to include the role of the marketing audit and PESTEL
- The basic principles of segmentation as a part of strategic marketing, its role and purpose and its key benefits
- Developing a value proposition
- The tactical marketing mix – what this means and what is involved
- The key elements of product and product management, the PLC and why we need to understand how the PLC has changed
- Price and basic issues around price, how to manage price and a brief introduction to value based pricing.
- Place and channel management, what this means in a BtoB technology context and what it means to Suunto
- Promotion and the promotional mix – how this is driven by the strategy and the key tools in marketing communication and how they work
