Principles of Marketing

Course Objectives

Students should be able to know:

  • The importance of professional and ethical marketing
  • How to apply market segmentation, identify potential market segments, select a target market to approach
  • How to develop a positioning and marketing mix for each target segment
  • To be cognisant of buying decision process and factors affecting buyers’ decision
  • How to explain the methods to qualify prospective customers
  • The importance of marketing research in gathering consumer information to facilitate planning of marketing mix and strategy

Course Outline:

Marketing concepts

  • Professional and ethical marketing
  • Marketing mix
  • Factors affecting buyers’ decision and behaviour

Sales Process

  • Having the right mental attitude
  • The importance of first impressions
  • Telephone techniques
  • Prospecting
  • Identifying needs
  • Closing sales

Managing Customer Service

  • Key skills for quality customer service
  • Communication with customers
  • Addressing customers’ needs and behaviour styles
  • Resolving service breakdowns

Emotional Intelligence

  • How to improve your emotional intelligence
  • How to improve internal communication in the workplace
  • Stress Management and Emotions Management


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