Marketing is the business’s link to its actual and potential consumer and business-to-business customers. Its functions include an analysis of changes in the external environment to find opportunities and counter threats to meet its objective of satisfying market needs. It positions the company and uses the marketing mix to attract the segment(s) of the market whose needs it is best suited to meet and profit by.

The seminar begins by looking at the dynamic environment in which the business operates and the behaviour of consumers and businesses as they attempt to satisfy their needs. It briefly looks at how marketing research helps the business identify the opportunities that exist for it and the groups to which it should target its efforts. In addition, this seminar looks at how the marketing mix is used to attract the target segment and finishes by integrating the concepts in an exercise that applies discussions of the marketing plan.

Upon completion of this seminar, candidates should be able to:

• Understand the role and importance of marketing in a business organization.
• Identify opportunities and challenges for an organization in the business environment.
• Identify potential markets for a business’s offering.
• Understand how the marketing mix is applied to target market segments.
• Create and present an abbreviated marketing plan.

REFUND POLICY

You are eligible for a full refund for cancellation, withdrawal or transfer request received in writing up to 14 days before the start date.

You are eligible for a refund or transfer to a future offering minus an administration fee of $100.00 plus tax for requests received in writing with less than 14 days’ notice and up to the day before the start date. Thereafter, no refund will be available. Transfer credits are valid for 12 months from the initial payment date. If not used within 12 months the credits will expire.