Course in Marketing Fundamentals: Your Action Plan for Success

In today’s competitive and fast-evolving marketplace, smart marketing has become the cornerstone of business success. As consumer behavior continues to shift and markets grow increasingly complex, it is essential for professionals to develop a solid understanding of marketing fundamentals and learn how to turn that knowledge into an actionable and realistic strategy.
To address this need, Geneve Institute of Business Management presents a comprehensive training program titled “Marketing Fundamentals: Your Action Plan for Success”, designed to equip participants with core marketing concepts and practical tools that enable them to build clear, result-oriented marketing plans aligned with real market needs and business goals. This program is ideal for professionals who aim to take control of their marketing efforts and achieve long-term growth through structured planning.

Target Audience

• Entrepreneurs and startup founders who need to grasp basic marketing principles and build a reliable marketing strategy from the ground up.

• Marketing and sales personnel looking to strengthen their foundational knowledge and contribute effectively to planning and execution.

• Senior managers and decision-makers seeking to lead marketing-driven growth initiatives in their organizations.

• Professionals in non-marketing roles who want to understand how marketing supports business objectives and enhances cross-functional collaboration.

• Students and recent graduates in business-related fields who are preparing to enter the job market with strong marketing skills.

Objectives

• Provide participants with a clear understanding of the essential principles of modern marketing and their relevance in today’s business world.

• Enable attendees to conduct structured market and competitor analysis to support sound marketing decisions.

• Equip participants with the steps and components needed to develop a focused and effective marketing plan.

• Strengthen strategic thinking skills by linking marketing activities directly to business objectives and customer needs.

• Develop a results-oriented mindset for monitoring performance and optimizing marketing actions based on real-time data and insights.

Course Outline

• Introduction to Modern Marketing

  • Understanding the role of marketing in business growth.

  • Differences between traditional and modern marketing approaches.

  • How marketing interacts with other departments.

  • Using marketing as a competitive advantage.

• Market and Competitor Analysis

  • Identifying target markets and market dynamics.

  • Tools and methods for analyzing competitors.

  • Understanding changes in customer behavior.

  • External factors influencing marketing strategy.

• Market Segmentation and Target Audience Identification

  • Key principles and types of market segmentation.

  • Defining high-priority segments to target.

  • Creating buyer personas to understand needs.

  • Matching products and services to segmented markets.

• Crafting a Unique Value Proposition

  • Highlighting key differentiators of your offering.

  • Building compelling and relevant messaging.

  • Understanding emotional vs. functional benefits.

  • Positioning the brand through value delivery.

• Setting Smart Marketing Goals

  • Defining measurable and achievable objectives.

  • Linking marketing goals to business KPIs.

  • Balancing short-term and long-term targets.

  • Ensuring strategic alignment and focus.

• Developing a Marketing Plan Step by Step

  • Core elements of a successful marketing plan.

  • Creating an actionable and time-bound roadmap.

  • Allocating roles and resources efficiently.

  • Evaluating internal strengths and risks.

• The Marketing Mix (4Ps)

  • Product: Aligning features with customer needs.

  • Price: Developing value-based pricing strategies.

  • Place: Optimizing distribution and accessibility.

  • Promotion: Choosing the right channels for reach.

• Selecting the Right Marketing Channels

  • Digital vs. traditional channels – when and why.

  • Using social media effectively for brand presence.

  • Email marketing as a tool for nurturing leads.

  • The growing role of content marketing in engagement.

• Measuring Performance and ROI

  • Identifying key marketing performance indicators (KPIs).

  • Using analytics to track campaign success.

  • Managing setbacks and recalibrating strategies.

  • Making data-informed decisions for future efforts.

• Continuous Improvement in Marketing Plans

  • Reviewing marketing plans at regular intervals.

  • Leveraging customer feedback and market signals.

  • Staying responsive to change and innovation.

  • Keeping the plan flexible and future-oriented.