Certified Business Professional in Marketing

Course Objectives Understand marketing fundamentals, frameworks, and strategies. Analyze consumer behavior and factors influencing purchasing decisions. Develop comprehensive marketing plans covering product, price, distribution, and promotion. Utilize modern technology and digital marketing tools (Social Media, Email, SEO) to increase sales. Evaluate and improve marketing strategies by identifying strengths and weaknesses. Course Modules Module 1: Introduction to Marketing Definition of marketing and its components. Identifying the marketing framework. Market analysis discussion. Module 2: Consumer Behavior Reasons behind consumer behavior. The five stages of the consumer buying decision process. Factors affecting purchasing behavior. Module 3: Developing a Marketing Plan Characteristics of a marketing plan. Differentiating between product types. Understanding the Product Life Cycle (PLC). Module 4: Product and Market Analysis Importance of product analysis. Five stages of the product evaluation cycle. Using demographics and trends in marketing. Module 5: Target Marketing Defining target marketing. Key factors and implementation of market segmentation. Segmentation strategies. Module 6: Branding Determining and developing brand positioning. The role of customer emotions in positioning. Recommending a brand implementation strategy. Module 7: Marketing Strategy Market share and competitive market strategies. Comparing high, low, and match pricing strategies. Identifying problems and opportunities for a concise strategy. Module 8: Communication Communication plans and influencing target market behavior. Communication tools used by companies. Defining communication goals for customers and leads. Module 9: Product Planning Understanding the goal of product planning. Importance of customer preferences and product naming. Product presentation as a sales aspect. Module 10: Pricing Cost factors and their impact on pricing. Commonly used pricing strategies. Guidelines for competitive pricing. Module 11: Distribution Direct and indirect channel distribution systems. Physical distribution and order processing. Distribution strategy examples. Module 12: Technology in Marketing The role of technology and website creation. Lead generation through Email marketing. Using SEO and Social Media to increase profits. Module 13: Evaluating Marketing Strategy Necessity and types of marketing evaluations. The three most common market plan evaluations. Creating an evaluation process checklist.