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Fundamentals of Marketing: Your Action Plan for Success

at American Management Association - Arlington

Course Details
$2,195 100 seats left
Start Date:

Thu, Aug 25, 9:00am - Aug 26, 4:30pm Eastern Time (2 sessions)

2345 Crystal Dr Suite 200
At Crystal Dr
Arlington, Virginia 22202
Class Level: All levels
Age Requirements: 21 and older
Average Class Size: 20

What you'll learn in this marketing class:

As a marketing professional, you need to have a clear understanding of your markets and what drives your customers' decisions to buy. In this course, you’ll get modern techniques for analyzing markets and quantifying customer needs, wants, and preferences (NWP). Learn tactics to utilize the 4 Ps of Marketing (Product, Price, Place, and Promotion) and proven tools and methods to avoid the most common marketing mistakes. In hands-on activities, you’ll discover how to implement the right approach for your company’s unique needs.

Who Should Attend

Newly-appointed marketers; product, brand, and advertising managers; business professionals and executives who need a clearer understanding of marketing’s role in generating profits.

How You Will Benefit

  • Recognize the wide-ranging marketing roles and functions within different organizations
  • Apply modern techniques for conducting marketplace analysis
  • Utilize insightful marketing tactics to pinpoint why customers buy or don’t buy
  • Align the 4 Ps with your products, services, and customer wants 

What You Will Cover

  • Identifying your key marketing challenges
  • Defining crucial marketplace data and implementing market research
  • Understanding the components of each of the 4 Ps
  • Relating stages of the product lifecycle to marketing strategy
  • Conducting a product SWOT analysis
  • Positioning your organization’s product(s) and/or service(s) in the marketplace
  • Exploring different marketing communication vehicles and channels used for promotion
  • Developing a marketing plan for your organization


Learning Objectives

  • Recognize the Widely Varying Roles and Functions of Marketing Within Different Organizations
  • Apply Modern Techniques for Conducting Marketplace Analysis
  • Utilize Insightful Marketing Tactics to Identify and Quantify the Key Factors That Drive Your Customers’ Purchase Decisions
  • Determine How to Utilize the Four Ps of Marketing (Product, Price, Place, and Promotion) to Align Your Offerings with the Customers’ Key Purchasing Factors

Marketing Overview

  • Identify Your Key Challenges and Concerns in Marketing
  • Recognize That the Roles and Functions of Marketing Vary Widely Within Organizations
  • Define Marketing in a Way That Is Relevant to Your Organization
  • Describe the Four Essential Elements for Effective Marketing and Rate Your Ability

Marketplace Analysis

  • Define Market Research
  • Identify Multiple Sources for Insightful Marketplace Information
  • Define Crucial Marketplace Data
  • Recognize the Primary Macro-Environmental Trends That Influence Organizations’ Success

The Marketing Mix—Product/Price/Place/Promotion

  • Define Each of the Four Ps and Describe the Components of Each
  • Relate Stages of the Product Life Cycle to Marketing Strategy
  • Collect Accurate Product Data and Determine Customers’ Needs, Wants, and Preferences (NWP)
  • Conduct a Product SWOT Analysis
  • Position Your Organization’s Product(s) and/or Service(s) in the Marketplace
  • Recognize the Factors That Impact Price and Develop a Pricing Strategy
  • Describe the Factors Related to Determining Place
  • Explain the Marketing Communication Vehicles and Channels Used for Promotion

Your Action Plan for Success

  • Measure Your Professional Growth During the Course and Identify Further Development Options
  • Develop a Marketing Plan Outline for One of Your Organization’s Products or Services

Still have questions? Ask the community.

Refund Policy
Transfer, Cancellation and Refund Policy:

For Classroom, Live Online, Express Skills Courses and Webinar programs, you may transfer to a future session, send someone to take your place or cancel without penalty at any time up to three weeks prior to your program. If you provide AMA with less than three weeks’ notice, or fail to attend, you will be liable for the entire program fee. 

Programs included in AMA On Demand offerings are not eligible for substitution, transfer, cancellation, return, or refund. We appreciate that this is an important investment for you and your company and would like to accommodate your needs the best we can. Therefore, please email CourseHorse.

Pricing, Offers, and Discounts Policy:

AMA-delivered programs are eligible for AMA member pricing, GSA pricing, special offers, and discounts as applicable, according to the terms of the specific pricing, offer and/or discount. Third party-delivered programs available through AMA and Express Skills courses are excluded from all discounted pricing, offers, and discounts offered by AMA, including but not limited to AMA member pricing, GSA pricing, AMA Seminar Savings Pass redemptions, AMA SLS Contract pricing, AMA Annual Pass/All-Access Pass, and complimentary registrations of any type.


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Start Dates (1)
Start Date Time Teacher # Sessions Price
9:00am - 4:30pm Eastern Time TBD 2 $2,195
This course consists of multiple sessions, view schedule for sessions.
Fri, Aug 26 9:00am - 4:30pm Eastern Time TBD

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School: American Management Association

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The American Management Association, International (AMA) is the global leader in talent development. Founded in 1923, AMA supports the goals of individuals and organizations through a complete range of educational products and services, including instructor-led classroom and virtual seminars, webinars,...

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