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    A State of the Art Trainning Solutions.
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    Internationally recognized health and safety qualifications.
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    Covering a wide range of disciplines and industries.

Sales & Marketing

Fundamentals of Marketing


This Fundamentals of Marketing training course gives the participants an understanding of how to apply the essential principles, concepts, theories, tools, and techniques of marketing in their roles. Whether you are new to marketing or want a refresher on the fundamentals, it provides a clear understanding of the essential principles as well as best practices.

The participants will leave with an understanding of how to think, act, and speak like a marketing professional. They will develop a winning marketing plan and be able to explain, to executives and other team members, how it can create value for customers and the organisation.

This training course will highlight:

  • Identifying and understanding customer needs and demands
  • Choosing which markets to enter
  • Developing products and services that satisfy your target markets
  • Clearly explaining the benefits of your products and services
  • Persuading potential customers to purchase what you sell
  • Proving your efforts have led to improved revenues, profits and market share


By the end of the training course, participants will be able to:

  • Explain the key marketing concepts and how marketing fits within their organisation
  • Apply the marketing mix in their role and team
  • Understand the factors that influence B2B and B2C customer behaviour
  • Share how customers make buying decisions and influence marketing activities
  • Explain pros and cons of the communication tools and choose the most effective for engaging customers

Target Audience

This training course is a suitably wide range of professionals but will significantly benefit: 

  • Media Relations
  • Community Relations
  • VIP Relations & Protocol
  • Digital Marketing
  • Advertising
  • Event Management
  • Investor Relations and Financial PR
  • Employee Internal Communications
  • Corporate and Government Affairs
  • Brand Management
  • Corporate Communications
  • Product Publicity & Sales Promotions

Sales & Marketing Outline

The course covers the following topics:

Day 1: Principles of Marketing

  • Role and Function of Marketing within Different Organisations
  • Applying the 8 Key Marketing Concepts in Practice
  • Definition of Marketing, Markets, and Marketplace Orientation
  • Understanding the Micro and Macro Marketing Environments Impacting Your Business
  • The 4 Key Marketing Stages
  • Overcoming Communication Barriers in the Marketing Planning Process
Day 2: Applying the 4P of the Marketing Mix
  • Developing, Testing and Launching New Products and Services
  • Managing Products and Services throughout their Life Cycle
  • Selecting and Managing Marketing Channels
  • Designing Pricing Strategies and Programmes
  • Designing Effective Publicity and Promotion Campaigns
Day 3: Listening to the voice of the customer
  • Defining the 6 Different Types of Customers
  • Methods for Segmenting Customers and Approaches for Effective Targeting
  • Decision-making Units and Stages in the Buying Process for B2B and B2C Customers
  • Creating and Growing Relationships through a Marketing Funnel and Customer Touchpoints
  • Techniques for Continually Hearing the Customers Voice
  • Formulas for Measuring Customer Satisfaction and Corrective Actions

Day 4: Communication and Engagement in Practices

  • Stages in Developing Effective Customer Communications
  • Developing Clear Messaging and Appeals
  • Advantages and Disadvantages of Digital Communication Tools
  • Advantages and Disadvantages of Traditional Communication Tools
  • Leveraging Social Media Apps to Increase Marketing Effectiveness
  • Scheduling using Production Timescales and Posting Calendars

Day 5: Essential Personal SKills for Marketing

  • Enhanced Active Listening and Questioning Skills
  • 12 Golden Rules of Writing All Journalists Learn
  • Relationship Building Rapport, Trust and Credibility
  • Dealing with Distractions and Managing Time
  • Public Speaking: Expressing Ideas Clearly, Confidently and with Impact
  • Developing and Sustaining Relationships with Suppliers


Ref Location From To Cost
SM14 Kuwait 19-7-2020 23-7-2020