Training material on marketing skills
Oak Innovation’s marketing skills course offers you the fresh opportunity to download customizable training material that you can use to deliver your training courses.
From helping your audience understand the marketing environment, continually ensuring that new products are coming on stream, promoting a product, our course material is here to enable you to deliver marketing skills courses to others.
Let’s explore what you will receive.
Share your personal experiences
Several factors determine the success of a training course. Lots has to do with the content discussed and the skills of those presenting the material. Throughout the delivery of this training material, we encourage you to share your own experiences and observations. This sharing will foster more engagement. Do also understand that if some examples and experiences might seem small to you, to your audience, they’re hugely crucial to embed their learning.
Make it clear to those attending your course, that these marketing training course materials will provide them with a firm grounding on the skills and knowledge required to deliver active marketing initiatives that get results. From the content presented, your participants will learn about what is marketing. And, will explore a range of core marketing concepts. These areas are what companies are looking to see within their leadership skills development training courses.
One of the most critical things you will need to share is that marketing is a process. And that marketing covers the promotion, selling, and distribution of products or services. Next, use the content to convey the four P’s (Product, Price, Place, and Promotion). Reach out to your audience and discuss the tools and techniques necessary to build a robust marketing process. Plus, examine the product cycle and how price can impact on profits.
The Marketing Skills training program will principally address the needs of line-staff, human resource professionals, general managers, and senior executives who seek to expand their understanding of marketing.
By the end of the course, your participants will be able to:
– Identify the main obstacles
– Understand the marketing process
– Understand a range of tools and techniques
– Explain the benefits of having an effective marketing process
What you get
You will instantly receive the following training course materials to deliver your marketing skills training courses:
- 34-page participant manual
- 72 powerpoint slides
- Practical exercises
- Further reading
- Course evaluation form
- Action plan
Bonus free training materials available
You will also receive the following free training guides:
- Training icebreakers
- How to select training materials
- Training games
- How to increase participation
- Learn to improve your questioning skills
- How to improve your listening skills
- Learn how to deal with difﬁcult people
- How to evaluate training courses
Introduction – Your audience will want to be great marketers. But what exactly does it mean to possess excellent marketing skills? How can we get these skills and maintain the drive and competence required to employ these skills in our daily lives?
None of us are born as fully-fledged marketing gurus or experts. No person just emerges as the complete package. It takes time and typically years of experience. In this section, you should use the content provided to explore “what is marketing?” Then, present a range of core concepts. We suggest that you align your personal experiences with the material. This approach will also provide additional relevance and structure. Whether you share a simple series of reflections, exciting stories, or detailed industry-specific experiences, this storytelling will play a notable role in their learning.
The marketing environment – Marketing skills never happen in a vacuum. And it is vital to consider the role played by the work environment on marketing efforts. For example, some factors will influence the market within which marketing skills get used. To illustrate marketing is composed of and influenced by many entities such as:
- Socio-cultural aspects
Plus, the stereotypical image of men and women locked in boardrooms and yellow-stickies having eureka moments doesn’t always ring true. In a time when everyone is trying to maximize marketing efforts, you should use the exercises provided to explore the significant factors that demand strategic management skills. And to examine the level of control their company may have over these efforts. Use the content supplied to then focus on the main aims of marketing.
The Boston Consulting Group Matrix – Speaking about marketing skills, one great way to share these core skills is to talk about the passion and purpose needed when truly marketing a product.
To address this passion, we need first to understand the mindset behind identifying product growth opportunities. A helpful way to discuss this form of analysis with your audience is to consider The Boston Consulting group’s product portfolio matrix (BCG matrix). This matrix focuses on long-term strategic planning for products.
The ‘Boston Box’ is essentially an analytical tool for looking at the stage of the lifecycle of products in an organization’s portfolio. The four quadrants are:
- Dogs – Products with low growth or market share
- Question marks or problem child – Products in high growth markets with a low market share
- Stars – Products in high growth markets with a high market share
- Cash cows – Products in low growth markets with a high market share
Products – Knowing that a company must continually ensure that new products are coming on stream is a must for anyone in your audience that wants to develop their marketing skills.
Ensure that your audience knows that you understand where they may come from in this section of the course. Just because you’re delivering the course doesn’t mean that you’ve emotionally connected with it. Your audience will want to hear about your reflections. So, don’t be afraid to share your experiences or industry-specific reference points to embed learning further.
Make sure your audience knows that you understand where they may be coming from in this section of the course. Just because you’re delivering the course doesn’t mean that you’ve emotionally connected with it. Your audience will want to hear about your reflections. So, don’t be afraid to share your experiences or industry-specific reference points to embed learning further.
Price and place – It’s important to remember that products need to sell in some marketplace and a unique price for any company. Sometimes we immediately address these concepts with proper planning and analysis. Other times, we need to dig a little deeper.
Examine the critical areas of price and place. And the barriers to entry within specific markets. For example, from a marketing perspective, prices typically are set by the following steps:
- Consumer analysis
- Channel analysis
- Competitor pricing analysis
- Economic-capacity analysis
- Pricing objectives
Not every marketplace will be attractive. This point is essential. To be clear, you need to use the content to help your audience to answer some critical questions. For example, where exactly are you going to sell your product? What is the level of sophistication in the market? Which competitors are already there, and what market share do they have? How will you support your market? What costs will be associated with engaging in this market?
Helping your audience to answer these questions won’t just improve their marketing skills, it will also set the foundation for all future learning. And firmly register that marketing skills require a considerable understanding of business dynamics.
Promoting the product – Often, when it comes to visualizing what marketing looks like, we think of two main actions. First, it’s the process of making potential customers aware of your product and what it offers. And, second, it comprises of persuading potential customers to purchase your product. Use the content to explore the promotional mix of activities involved in a marketing campaign. And, encourage your audience to consider the following questions:
- Who are the targets?
- Where are they located?
- What is their level of knowledge?
- What message do you want to get through?
- How will you measure the success of the promotional activity?
- What budget do you have to resource the promotional activity?
In the final part of the course, use the content to explore how to sustain a competitive advantage. Being able to differentiate your product from those of the competition will achieve a level of competitive advantage. This differentiation can come from the nature of the actual product, pricing advantages, accessibility for customers (place), and the level of productive promotional activity introduced.
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Frequently asked questions from marketing skills training courses
What is marketing?
Marketing is what a business will do to promote how a product or service will be bought or sold.
List five examples of marketing activities?
Here are five of the leading marketing activities that a company can use:
- Newsletters and printed materials
- Internet marketing
- Product placement
What are the main goals of marketing?
Company owners and employees often pay the most attention to marketing activities, and flashy campaigns, forgetting that main goals that should underpin all activities. Here are some of the primary purposes of marketing:
- Increase brand awareness
- Advertize products or services
- The broad reach of your product
- Generate more leads and conversion
- Increment on sales
- Improve awareness
- Increase customer satisfaction
- Stay ahead of the market
- Upsell and cross-sell products
- Retain customers
- Acquire new customers
- Promote a new product or service
What are the core concepts of marketing?
It is essential to understand what people want and what’s important to them as consumers. As a result, you will need to understand the core concepts of marketing. Let’s list some of the most significant ideas for marketing.
- Markets and marketeers
What are the main aims of marketing?
If you want people to find and order your product or service, you have to understand the main aims of marketing. These are:
- The provision of superior customer value
- The generation of above-average profits
What are the seven Ps of marketing?
Consider the seven P's of marketing that is a cornerstone of marketing initiatives to improve your marketing initiatives.
What is the difference between selling and marketing?
Remember that people often buy services and products, without overthinking about the differences between sales and marketing. It’s essential to understand why and how these two activities are different.
Selling is converting a product or service into a monetary return.
Marketing involves learning how a product or service will meet the needs of a customer. Marketing activities include working on a product, price, place, promotion, packaging, positioning, and people.
What is a marketing plan?
A marketing plan is a detailed document that outlines the activities that the company will undertake.
A marketing plan will detail the mission statement and quantifiable goals of the organization. It will list the products and services of the company, identify the target audience(s), highlight competitors, and explore sales and marketing strategies that will be employed.
Can I edit the content and add my company logo?
Yes. You can now add your logo and customize the course content freely using Microsoft Word and Powerpoint. You can also deliver the course materials where, when, and as often as needed.
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“I’ve developed an alliance with Oak — a company that has developed a wide assortment of training “modules” that you can download immediately. When you download a course, you’ll own it forever and have permission to edit it, customize it (logos, etc.) and deliver the module as many times as you like. You receive a Word document, PDF, PowerPoint, and comprehensive participant manual, and your satisfaction is guaranteed or your money back. The modules will increase the range of products and services they can offer their clients. Oak content is also ideal for managers and employees looking to extend their knowledge of organizational, management, and employee titles.”
Tom Heck, President,
International Association of Teamwork Facilitators
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Thank you for providing such a valuable service to those of us working front-line training and development!”
Manager, Corporate Training and Development,
COUNTRY Insurance and Financial Services, Illinois, US