Course Description: 

 A practical course which demonstrates how to compete effectively in a vigorous market place.

Course Objectives:  The participant will learn how to examine the market place , products, pricing, communication media, and marketing channels in a variety of ways to seek opportunity areas.

Learning Outcomes:  Students who successfully complete the course will be able to prepare a workable marketing plan.  The marketing plan will accurately describe how markets will be approached, the desired product to suit the market place, the price needed to match the market place, suitable communication messages and media, as well as be able to determine appropriate marketing channels of distribution.

What You Will Be Able to Do After Taking This Course: 1) Identify a desireable market place, 2)  Find information about the market place 3) Describe the market place in detail, 3) Explain the product needs of the market place 4) Develop products that match the needs of the market place, 5) Estimate the sales of the product, 6) Decide which promotion technique is appropriate for the product / market combination, 7) Describe the goals and objectives of the promotion, 8) Estimate the cost of the promotion effort, 9) Determine the appropriate channel of distribution for the market / product, 10) Determine the price of the product to the various levels in the channel of distribution, 11) Estimate the profit and loss associated with the market /product combination, 12) Explain the motivations for the purchase of the product, 13) Forecast the international market for the product, 14) Explain the laws applicable to the market place, 15)  Know ethical considerations of undertaking your market plan.

Course Content:  Introduce concepts, models, and methods that have promise for adding value to strategy development and process.  Among the concepts covered are:

–          marketing concept

–          marketing mix/stimuli

–          wants/needs

–          marketing research/database marketing/information systems

–          relationship marketing

–          product adoption curve/innovation diffusion

–          segmentation/market analysis

–          consumer behaviour/analysis

–          positioning/competitive analysis

–          strengths and weaknesses/performance analysis

–          product mix/services

–          product portfolios/product life cycle/product strategies

–          promotion mix/promotion strategies

–          societal, ethical and consumer issues

–          international and global marketing

Outline for Marketing Plan :

You may presume that the following plan is to be used to persuade a bank that your organization is worthy of a substantial loan to finance the marketing of the product.  Therefore, the plan should be relatively short, succinct, and to the point.

Each plan must contain each of the following sections.

 1- One paragraph summary of what is to follow. (one page)

 2- Introduction (two pages)

a- State the market you intend to serve.  State the reason why the market appears to be attractive.

b- State the basic idea (product, service, whatever) that you intend to present in this plan.

            c- State the contents (organization of the plan) to follow in words.

 3- Market Analysis (three pages)

            Define the intended market (demographics and psychographics of market).

            Be very precise! (who, how many, where, income, occupation,

                        age, psychographics, etc.)

 4- Product Description (three pages plus pictures)

            Define the product in very specific detail.

            Use pictures.

            Estimate projected sales in units.

 5- Promotion

            What message do you wish to send?

            What medium will you use to send the message?

            What will it cost?

 6- Price and pro-forma income statement (two pages plus graph)

            Describe why prices were chosen.

            State cost of goods sold, fixed costs, estimated profit, etc.

            Price to channel members.

            Price to user / consumers.

            Breakeven Graph.

 7- Channel of Distribution (two pages)

            Describe the channel of distribution.

            Name example channel members

            Describe why the particular channel (s) were selected.

Daily Schedule: Start 8:00 AM to 3:30 PM, 2 coffee breaks & Lunch Break