Marketing – the Road to Success
An exciting, real-life overview, anchored in sound theoretical principles

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This workshop is aimed at all organizational role-players in the areas of marketing, sales, service, production, admin and service back-up.  In short, anyone who adds customer value to your organization’s offerings will benefit from attending this course.

Course outcomes include:

• Understanding what marketing is really about, and its core concepts
• How marketing differs from selling
• Different kinds of markets and the environments around marketers
• The importance of marketing research
• Understanding how consumers make decisions, and how they behave
• Segmentation, targeting and positioning of products and services
• Knowledge of the value of brands
• Understanding distribution and pricing strategies, including e-marketing
• How to communicate using advertising, sales promotion, direct selling and the Internet
• How to retain those valuable customer relationships which cost so much to develop

PROGRAMME
Introduction to marketing	What is marketing? Marketing Myopia The evolution and history of marketing
Core concepts of marketing	Exchange Competitive advantage Needs, wants and demand Offerings and brands Customer centricity
Marketing environments	Macro environment Micro environment Analytical tools
Customer value and consumer behaviour	Buying decisions Psychological Social Cultural
Competition	Competitive positions and strategies Marketing research uses and methods
Segmentation, Targeting and Positioning	Segmentation variables and levels Targeting profitable segments Positioning communication
Products and services	The levels of a product Types of products Service industries marketing Product line width & depth - Sony, Nokia Product line extensions Product life cycles, and appropriate strategies<
Brands and branding	Global South African Brand positioning
Marketing and distribution channels	Channel levels Channel strategies Retailing Franchising On-line distribution channels
Pricing	Pricing factors and influencers References, cues and inferences Pricing strategies
Communication	Communication processes Promotion mix Advertising
Advertising	Sales promotion Public relations Celebrities Events and experiences Product placement Direct marketing Personal selling Online and e-marketing
Customer relations	“It costs five times as much to gain a new customer, as it does to retain an existing one…”

ABOUT YOUR PRESENTER

Andrew Joubert holds business degrees from the universities of Cape Town and the Witwatersrand, including an MBA at Wits Business School. His corporate experience includes retail, transport, property, banking, IT and insurance, with major organisations like Foschini, Avis, Investec, IBM and Liberty Life. Today Andrew lectures and facilitates for various business schools to corporate and government audiences in the fields of corporate governance & ethics, marketing, environment of business, finance and economics.

Andrew's articles have been published in Finweek and Business Day. He has a keen interest in current events at global and local level, and is an engaging and entertaining facilitator. His workshops are spiced with real-life situations, and robust debate in breakaway sessions.