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 psychology and strategy behind why customers buy. In the competitive broadband landscape, understanding the consumer is the key to growth.
This course goes beyond simple advertising to teach the full scope of the marketing process. Students will analyze how broadband companies conduct research to identify target segments, develop Customer Value-Driven Strategies, and manage the full Product Life Cycle. The curriculum combines traditional textbook principles with real-life case studies, covering everything from Pricing Strategies and Distribution Channels to the ethics of Sustainable Marketing and the rise of digital/social media.
Who Should Attend:
- Marketing Coordinators
- Sales Managers
- Product Managers
- Business Owners
What You Will Learn
Upon completion, students will be able to design integrated marketing campaigns, analyze consumer behavior, and measure the Return on Investment (ROI) of marketing efforts.
Core Competencies:
- Strategic Planning: Define marketing’s role in the broader business strategy, partnering with other departments to build lasting customer relationships.
- Consumer Behavior: Analyze the environmental forces (Micro/Macro) and psychological factors that influence buyer decisions for both consumers and businesses.
- Segmentation & Positioning: Master the steps of designing a strategy: Market Segmentation, Targeting, Differentiation, and Positioning.
- The Marketing Mix: Manage the four Ps—Product (branding/development), Price (strategies/adjustments), Place (distribution channels/logistics), and Promotion.
- Integrated Communications (IMC): Coordinate advertising, public relations, personal selling, and direct marketing to deliver a consistent brand message.
- Digital & Global: Navigate the digital landscape (Online, Mobile, Social Media) and understand the complexities of the global marketplace.
Certification and Benefits
From Theory to Practice
This course offers significant academic value, providing 3 hours of college credit, while equipping professionals with the analytical tools to drive revenue.
Additional Benefits:
- Industry Recognition: Receive the NCTI Certificate of Graduation.
- Ethical Framework: Understand the social responsibility of marketing and how to build sustainable, ethical campaigns.
- Actionable Skills: Learn to translate abstract theories into concrete marketing plans.
Course Outline
Module 1: Strategy and Environment
- Creating Customer Value and Engagement.
- Strategic Planning and Marketing ROI.
- Analyzing the Marketing Environment (Micro/Macro).
Module 2: Consumers and Products
- Managing Marketing Information to gain insights.
- Buyer Behavior: Consumer vs. Business markets.
- Product Strategy: Branding, New Product Development, and Life-Cycle strategies.
Module 3: Pricing and Distribution
- Pricing: Understanding customer value, costs, and competitor strategies.
- Channels: Supply chains, retailing, and wholesaling.
Module 4: Promotion and Ethics
- IMC: Advertising, PR, and Personal Selling.
- Digital: Direct, Online, and Social Media marketing.
- Global & Sustainable: International trade and social responsibility.