Delivery: Online | College Credit: 3 Credit Hours | Est. Length: 32 Seat Hours
Price: $890.00
Course Overview
The NCTI Introduction to Marketing course explores the cornerstone concepts that influence customers’ buying habits. In an industry driven by connectivity, broadband companies must aim to understand consumers, develop rigorous marketing strategies, and conduct research to target key market segments.
This comprehensive curriculum combines textbook principles with online exercises and industry-specific case studies to demonstrate how marketing theory applies to everyday business. Students will cover the full spectrum of the marketing mix, from creating new products and implementing pricing strategies to managing distribution channels and integrating communications through advertising, sales promotion, public relations, and personal selling.
Who Should Attend:
- Customer Service Personnel
- Sales Staff
- Supervisory Staff and Management
- Anyone needing a clear foundation in how marketing works
What You Will Learn
Upon completion, students will be able to identify customer needs and create value-driven strategies that adapt to a changing landscape.
Core Competencies:
- Strategic Planning: Describe how strategic planning shapes marketing’s role and guides the business portfolio to drive performance.
- Consumer Insights: Analyze how consumer and business buyer behaviors influence decision processes and digital engagement strategies.
- Market Strategy: Formulate segmentation, targeting, differentiation, and positioning strategies to align with marketing goals.
- Product & Price: Evaluate new product development and lifecycle decisions, and determine pricing strategies by weighing internal policies and ethical considerations.
- Digital & Global: Design digital marketing strategies that integrate omnichannel alignment and describe global decisions regarding market entry in an international context.
- Promotion: Assess integrated marketing communication tools, including advertising and public relations, to design effective promotion strategies.
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Certification and Benefits
Foundation for Business Growth
This course equips professionals with the knowledge to generate customer insights while meeting ethical and public policy standards.
Additional Benefits:
- Academic Credit: Earn three hours of college credit upon completion.
- Industry Recognition: Receive an industry-recognized NCTI certificate of graduation.
- Sustainability: Assess sustainable marketing practices, social criticisms, and organizational pathways to sustainability.
Course Outline
Module 1: Strategy and Environment
- Creating Value: Understanding the marketplace, customer needs, and capturing value.
- Company Strategy: Partnering to build customer relationships and ROI.
- Environment: Analyzing micro/macro environments (Demographic, Economic, Technological, Political).
- Insights: Managing marketing information, research, and ethics.
Module 2: Buyers and Products
- Buyer Behavior: Consumer and business decision processes.
- Targeting: Market segmentation, differentiation, and positioning.
- Products: Branding strategy, building strong brands, and services marketing.
- Development: New product strategies and managing the product life cycle.
Module 3: Pricing and Distribution
- Pricing: Major strategies, adjustments, public policy, and internal/external considerations.
- Channels: Supply chains, logistics, channel design, and management decisions.
- Retail: Omnichannel marketing (In-store, Online, Mobile, Social) and wholesaling.
Module 4: Promotion and Global Markets
- Engagement: The promotion mix, advertising, and public relations.
- Sales: Personal selling processes and sales force management.
- Digital: Omnichannel strategy, campaign planning, and public policy issues.
- Global: Deciding whether to go global, market entry, and global organization.
- Sustainability: Social responsibility, social criticisms, and sustainable marketing pathways.