Marketing Foundations Training

Through a combination of assignments and one-on-one training, this course provides the participant with the training they need to design and implement a marketing plan to grow the revenues of their business. It provides a road map for understanding all of the foundations of good marketing and the applied assignments required to apply this knowledge to their company.

Instructional Objectives:

This module covers the following topics: 
  • The 5 elements of effective marketing;
  • Identifying your target markets;
  • Analyzing your competition;
  • Strategic positioning: understanding your customer’s needs;
  • How marketing, sales, PR, customerservice and even HR all link together to make or break your marketing strategy results;
  • What is a brand and how to differentiate yours;
  • Elements of an effective marketing plan;
  • Overview of common offline and online promotional strategies and how to assess which are the best fit for your business;
  • Measuring marketing results (CRMs and other tools); and
  • An action plan for building your marketing strategy.

Measurable Learning Outcomes:

By the end of this module, participants will have the skills and knowledge to:

  • Plan and implement marketing strategies, goals and timelines for each of the target markets and marketing objectives identified in their plan;
  • Implement a CRM system (or optimize their existing one) for more effectively tracking leads, converting leads into customers, and measuring success of marketing campaigns;
  • Understand the difference between online and offline marketing strategies and when to use them;
  • Implement key direct marketing strategies including newsletters, special events, and others related to their marketing plan;
  • Create and implement systems to monitor, measure, and optimize the effectiveness of their marketing strategies and adjust marketing budgets accordingly; and
  • Understand how to logically scale their marketing plan and team for maximum effect and least time and money wasted.

Assessement Methods:

Our instructors are continuously assessing the student’s comprehension and ability to apply their learning through assignments, case studies, and interactive classroom activities that check for understanding. This is crucial in today’s fast-paced business environment as each new skill participants not only learn, but are able to apply in the workplace will have a huge positive impact on the business’s ability to thrive. Unlike structured public courses at colleges and universities that provide more general knowledge and must follow a rigid timeline, our on-site group training format allows our instructors to take the time to ensure that participants are able to take the skills and knowledge they gain in class and apply it to their unique situation to get the results they want in their work and business. We assess the student’s learning and progress using the following methods:

  • Application assignments for in between each training session to apply what was learned in their role in the business. (These assignments are sent in to the instructor in between each session so that the instructor can review them and provide further feedback if the student has not completed the assignment correctly.)
  • Interactive exercises, questions and discussion during the training sessions to ensure that the student understands how to apply the concepts in their role and/or business.
  • Student self-evaluation of their learning at the beginning and end of the program. (This is a brief 5 minute paper survey that the student takes at the beginning and end of each module to provide them with a measure of the knowledge they have gained from the training).
  • (Note: Our instructors are always available via phone and e-mail in-between training sessions should students need assistance with their assignments. This ensures that students are able to complete assignments and be fully prepared to build on their learning in the next session.)