Marketing
35 Hours
I. COURSE DESCRIPTION
This course is designed for all people who are interested in doing by their own
business and for Credit agents of NGOs, micro finance institutions, and government
departments in charge of development and /or improvement of partners small ad medium
size businesses. This course is also providing the real practice from each of the
participants.
II. COURSE OBJECTIVES
After completing this training course, participants will be able to:
1. understand the what is the Marketing concept,
2. Gathering the information from the customers about the goal s;
3. understand the market trend , buying trend;
4. Know how to prize products;
5. know the way how to make a plan and product strategy;
6.
Advertising and promotion.
III. COURSE OUTLINE
Workbook 1: Introduction to Marketing concepts.
Training Topic.
A. The marketing concept:

The product approach.

The selling approach.

The customer approach
B. Customer satisfaction:

Needs, wants and demands.

Customers buy benefits.
C. The Marketing plan
D. Module review.
E. Workplace action plan.

What is a workplace action plan.

How to complete the workplace action plan.

What to do with the workplace action plan.

The next step.
Workbook 2: About customers: Gathering information.
A. The Importance of finding out information about customers.
 Overview
 Know your customers
B. Customer buying behavior
 Cultural factors.
- Culture.
- Subculture.
- Social classes.
 Social factors.
- Reference groups.
- Family.
- Roles and status.

-
Personal factors.
Age & stage in life cycle.
Occupation.
Finance situation.
Lifestyle.
-
Psychological factors.
Motivation.
Perception.
Learning.
Beliefs and attitudes.

C. Business buying behavior.

Characteristics of business buyers
- Characteristics of business buyers (Business market).
- Characteristics of final customers (Consumer market).
- Few buyers & large number of buyers.
- Derived demand.
- Professional purchasing.
- Closer supplier - customer relationships.
- More direct buying.


-
Role played in the business process
Factors that influence business buying
External environmental factors.
Internal environmental factors.
Interpersonal factors.
Individual factors.
B. Workbook overview.
C. Work place action plan.

What is a workplace action plan.

How to complete the workplace action plan.

What to do with the workplace action plan.

The next step.
Workbook 3: Gathering information on purchasing process & trends.
A. Gathering data about customers
 Secondary data.
 Types of secondary data.
- External data.
- Internal data.

Primary data.
B. The customer buying process
 Problem recognition.
 Information seeking.
 Evaluation of alternatives.
 Buying decision.
 Post-purchase evaluation.
 Promotion customer buying
C. The business buying process
 Problem recognition.
 General need description.
 Product specifications.
 Supplier search.
 Request for proposals.
 Supplier selection.
 Order routine specification.
 Performance review.
D. Forecasting buyer needs & trends.
 What people say.
 What people do.
 What people have done.
E. Workbook review.
F. Workplace action plan.
 What is a workplace action plan.
 How to complete the workplace action plan.
 What to do with the workplace action plan.
 The next step.
Workbook 4: Production planning & development.
A. Understanding a product
 Three levels of product
 Consumer and industrial product
- Consumer product.
- Industrial product.
B. Making product decisions.
 Product attributes.
 Branding.
 Packaging.
 Product support service.
C. Product management.
 Role of product manager.
 Developing new products
E. Workbook review.
F. Workplace action plan.
 What is a workplace action plan.
 How to complete the workplace action plan.
 What to do with the workplace action plan.
 The next step.
Workbook 5: Pricing and pricing strategy.
A. Factors that affect pricing

Internal factors that affect pricing.
- Marketing objectives.
- Marketing mix strategy.
- Costs.

External factors that affect pricing.
- Market & demand.
- Competitors.
- Other external factors.

Factors affecting high prices and low prices
B. General approaches to pricing
 Cost-based pricing.
 Competition-based pricing.

Value-based pricing.
C. New product pricing strategies.
 Market skimming pricing.
 Market penetration pricing.
D. Workbook review.
E. Workplace action plan.
 What is a workplace action plan.
 How to complete the workplace action plan.
 What to do with the workplace action plan.
 The next step.
Workbook 6: Promotion and advertising.
A. The elements of promotion strategy.
 Setting promotion objectives
 The four tools in the promotion mix
B. Selecting the right for promotion tools.
 Type of product and market
 Push strategy versus pull strategy
 Buyer readiness stage
 Product life-cycle stage.
C. Creating an advertising program.
 Advertising objectives.
 the advertising message.
 Making media decisions.
 Selecting advertising media
D. Workbook review.
E. Workplace action plan.
 What is a workplace action plan.
 How to complete the workplace action plan.
 What to do with the workplace action plan.
 The next steps