M03 - Principles of Marketing and Selling

Management & Professional Development Skills Courses (3 CPD Hours)

From this course participants will learn the basic principles of marketing, selling and advertising. This knowledge is useful for any small business owner that wishes to distinguish his or her business in a competitive business environment.

The table of contents for this course is the following: Marketing and the marketing concept

The marketing concept
  • Evolution of the marketing concept
  • Reading: Origins of the marketing concept
  • Importance of the marketing concept
  • Customer satisfaction
  • Summary of marketing and the marketing concept
  • PowerPoint slides from summary of marketing and the marketing concept
  • Script from summary of marketing and the marketing concept
Market segmentation, targeting and product positioning
  • Market segmentation
  • Target marketing
  • Target marketing strategies
  • Product positioning
  • Product positioning process
  • Reading: Customers and marketing
  • Summary of market segmentation, targeting and positioning
  • PowerPoint slides from summary of segmentation, targeting and positioning
  • Script from summary of segmentation, targeting and positioning
The marketing mix
  • The marketing mix defined
  • Product file Price
  • Promotion
  • Place
  • Selling defined
  • The sales call
  • The sales process
  • Sales pipeline tool
  • PowerPoint slides from the sales process
  • Script from the sales process
  • What is advertising and why advertise?
  • The cost of advertising
  • The advertising process
  • The advertising process - part 2
  • Advertising effectiveness
Internet marketing
  • Description
  • Benefits
  • Getting online
  • The purpose of your website
  • Promoting your website
From the course you can download relevant notes and documents for your own use, you can also link to other relevant websites and resources.

Course author:  Dr. John Wall, Head of School for Education and Professional Development, 3rd Level Institute

About the author: 
Dr. John Wall is Head of School of Education and Professional Development in a leading Irish Third Level Institution. He has vast experience in designing and delivering courses in business related subjects. John also has a particular interest in the delivery of continuing professional development through an elearning platform and has recently completed his doctoral thesis in this area.