Marketing Essentials

One of the crucial components of success when running a business is effective marketing. Do you want to learn more about it? No problem! Join this course and learn how to research markets, gather information from customers and how to understand their behavior, and most importantly how to develop and execute viable marketing strategy. A substantial part of the course is focused on creating your own marketing plan for actual business use.

Acquired skills

  • Understand what marketing is and where it fits with business strategy
  • Understand the importance of gathering, analysing and mining market intelligence
  • Be able to gather primary information using questionnaires
  • Appreciate the importance of understanding buyer behaviour
  • Understand the uses, advantages and disadvantages of off-line and on-line promotional techniques
  • Develop marketing strategies
  • Produce an integrated off- and on-line promotional strategy
  • Write a marketing plan. Be aware of ethical and legal issues in marketing

General information

Course term: 312.08. - 23.08.

Free seats: 10

Price: 800 €

Category: Bussiness & Marketing

Status: Available

Deadline: 30.04.2019

Description

One of the crucial components of success when running a business is good marketing. Want to get it right? No problem. Join this course and you will learn how to research markets, gather information from customers and how to understand their behaviour. Later on you can try to develop a marketing strategy.Part of the course is focused on creating own marketing plan for actual business use.

Schedule

    Course is running: Monday - Friday, 9:00 - 14:00

    Lecturer

    Dr. Patrick Szillat

    CV

    Fontys International Business School, Venlo, Netherlands

    Bio

    Patrick is Senior lecturer at Fontys International Business School, former Head of Marketing, Marketing manager and E-Commerce & E-Marketing Enthusiast.Specialties: Analysis, Competitive Analysis, CI, social media, strategic marketing, experience in ICT, Social Media Marketing, Social Networks, B2B marketing, strategy, business development, marketing, cross marketing, direct marketing, ambient, viral marketing, branding, brand management, communication , operational marketing, HR marketing, employer branding

    Course outline

    DAY 1
    Principles of Marketing
    The marketing mix
    The marketing mix in the services sector
    Company strategy and marketing
    Principles of communications
    Types of markets
    Market segmentation
    Positioning
    The impact of the external and internal environment of the firm

    DAY 2
    Consumer behavior

    DAY 3
    Marketing research – Quantitative / qualitative, Primary / secondary, Questionnaires ,Focus groups
    Information systems – MI, CRM
    Workshop on questionnaires
    Ethics in market research

    DAY 4
    Brand Management & Global Branding

    DAY 5
    Pricing
    Ethics in pricing
    Distribution

    DAYS 6 & 7
    Promotional techniques – Advertising, Promo, PR, Packaging, POS, Sales & Personal selling
    Online marketing – Websites & blogs, Social media, Content marketing, ‘viral’ marketing, Video marketing
    Mobile marketing
    Latest trends – Experiential marketing, Flashmobs

    DAYS 8 & 9
    Ethics in promotional activities
    Developing a marketing strategy
    Choosing marketing techniques

    DAY 10
    Preparing a marketing plan
    Integrated Marketing Communications

    *Program/Course Outline is subject to change.

    Credits

    You will receive an official Certificate of Attendance upon completion of your course. Please inform the organizing staff if you require any extra supplements, such as Transcript of Records. The student is eligible to receive up to 5 ECTS credits, however please follow the instructions here and consult the acknowledgment process with your university in advance.

    Assessments

    • attendance in class 15%
    • team assignment 40%
    • individual assignment 35%
    • exam 10%

    Course time total 125 hours

    1. Total time of in-class work = 50hours
    2. Preliminary assignment = 10hours
    3. Preparation = 65hours

    Price

    Course fee includes the application fee, study materials, Prague public transportation ticket for 2 weeks, afternoon/evening social activities and events, welcome drink and goodbye graduation party. Other expenses, such as meals, accommodation, insurance, personal expenses, extra activities (such as trips outside town over the weekend and entrance fees), and required equipment (i.e. pencils, paper for illustrations) are not included in the price.

    Accommodation

    For accommodation options, please visit the dedicated page

    *Program/Course Outline is subject to change.

    Prerequisites

    • Students must have very good written and spoken English (B1-B2)
    • For tasks to be performed in class a laptop is needed.

    Testimonial

    "Besides a lot of information in Marketing which helped me to improve my marketing skills, I met lot of nice and lovely people around whole world. Cultural mix in Summer School was amazing it was 30 nationalities there! I gained an unforgettable experience during summer school in Split. It was lot of fun, many activities and city Split is wonderful! There was always what to do – morning swimming, exercise, learning, city exploring, sightseeing, barbecue, volleyball, and other activities 🙂 Big thanks!"