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Certificate in Sales and Marketing

By London Academy of Professional Training

  • 4.6 Rating
  • (6 Reviews)
  • 3 Students enrolled
  • 120
  • Course Includes
  • Training by an expert facilitator
  • Small interactive classes
  • Specialized online ebooks
  • End of course assessment by LAPT
  • LAPT Qualification Certificate


What you will learn

  • Recognize what we mean by the term “marketing.”
  • Discover how to use low-cost publicity to get your name known.
  • Know how to develop a marketing plan and a marketing campaign.
  • Use your time rather than your money to market your company effectively.
  • Develop a budget for your marketing activities, based on the amount of dollars you have available, and stick to your bud...
  • Identify strategies for finding and keeping customers.

Requirements

  • This course is delivered through Virtual Instructor-led Training (VILT). We have the following mode of training for our courses- 1. Instructor-led Training (ILT) 2. virtual instructor-led training (VILT) 3. E-Learning 4. Blended Learning- We offer following type of blended learning options A. ILT + E-Learning B. VILT+ E-Learning C. ILT+VILT+Elearning D. ILT+VILT

Description

A small marketing budget doesn’t mean you can’t meet your goals and business objectives – you just have to be more creative in your marketing tactics. This course will show you how to get maximum exposure at minimum cost. Learn effective, low-cost, and non-cost strategies to improve sales, develop your company’s image, and build your bottom line. 

 

ü    Introduction and Course Overview

ü    Pre-Assignment Review 

ü    Defining Marketing

ü    Recognizing Trends

ü    Market Research

ü    Strategies for Success

o   Top Ten Strategies

o   Identifying Opportunities, Part I

o   Identifying Opportunities, Part II

ü    Your Own Marketing Strategies

ü    Brochures

ü    Trade Shows

o   Why Attend a Trade Show?

o   Preparing for a Trade Show

ü    Developing a Marketing Plan

o   The Four P’s

o   SWOT Analysis

o   A Simple Marketing Plan for Small Budgets

ü    Increasing Business

ü    Saying No to New Business

ü    Advertising

ü    Networking    

Course Content

Chapter 1 Ebook

Learning Objectives

  • Recognize what we mean by the term “marketing.”
  • Discover how to use low-cost publicity to get your name known.
  • Know how to develop a marketing plan and a marketing campaign.
  • Use your time rather than your money to market your company effectively.
  • Develop a budget for your marketing activities, based on the amount of dollars you have available, and stick to your budget.
  • Identify strategies for finding and keeping customers.
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Exercises
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exercise
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form exercise

detail

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Download Assignment
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Student Workbook
This is a complete Student Work E-Book
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Exercise File

This is a complete Student Exercise File

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Chapter 2 Ebook
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Chapter 3 Ebook

Session Three: Defining Marketing

 

Sales and marketing must evolve from being product focused to more customer focused. It all boils down to building a relationship with your audience. With a relationship comes credibility. With credibility comes trust. And with trust, when the time is right, the customer will buy. One of the rules we live by is that people buy products and services from people they trust. And you can’t establish trust without establishing a relationship first.

 

Marketing means finding out what your customer wants and needs, and then directing all your business efforts to making sure you can meet, or exceed, your customers' expectations.

 

This is where the actual 'doing' comes in. Marketing is the name given to the specific steps that you take to put your philosophy (your marketing orientation) into practice.

 

More specifically, it is a series of activities directed towards:

  • Finding out what your customers (both existing and prospective) need or want.
  • Directing the efforts of your entire business towards making sure your customers get what they need or want, and that their expectations are fulfilled or exceeded.

 

The Best Marketing

 

The best marketing is not about our products or services and their features or benefits. The best marketing isn’t even about our companies at all—not our unique selling points or our competitive advantages over other companies. Instead, really good marketing is about how what you offer your prospects and your customers will change their lives for the better.

 

The average person doesn’t give a darn about our products or services, except when our products or services can help them. If you can show your potential clients and your present clients how doing business with you will make them happier, richer, wiser, or healthier, then they will be interested. But don’t fall for the old myth that building a better mousetrap will bring the world to your door. There are lots of better mousetraps out there. However, if they are too expensive, or if the world doesn’t hear about them, we may just continue to use the mousetraps we already have and feel comfortable with.

 

And while it is important that we direct our message to our target market, it is even more important to figure out what to say and how to say it so people listen and are moved to buy. We should spend enough time getting our message right, so it will persuade others to want what we are offering. Once we have it right, we will want to repeat that message again and again, so people will hear it, remember it, and act upon it.

 

“In North America, there are more than twenty thousand different ways of earning a living and effective speech is essential to every one of them.”

- Andrew Weaver

Glossary of Terms

 

  • Market Segment: A clearly defined subgroup of customers or potential customers with common characteristics relevant to the marketing of your product. (Example: Two couples with expendable income of $40,000-50,000.)
  • Mission Statement: A short statement of the philosophy and fundamental nature of your business. It answers the questions: "What business are you in?" "Who do we serve?"
  • Objectives: Concrete, measurable, realistic targets you want to achieve. (Example: "Increase sales of highest priced widgets by 10% vs. the previous year," not "Increase sales.")
  • Plan of Action: A clear road map for carrying out all the tactics necessary for the marketing strategies in your plan. It specifies who, when, how long, and budget or other resources required for each tactic, and coordinates them in chronological order where necessary.
  • Strategies: The general approach you will take to achieve an objective. (Example: "Increase widget sales through sales calls, direct mail campaign and sales incentives.")
  • Tactics: The specific actions, decisions, and resources required to implement your strategies. (Example: "Tactics for Sales Calls. Hire full-time salesperson in the first two months of planning period; creative visual aid and large-size demonstration widget for sales calls; buy list of purchasing agents at companies in 20-mile radius of us.")
  • Targeting: Channelling marketing efforts and resources to specific MARKET SEGMENTS that have the highest payoff potential.
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Chapter 4 Ebook

Session Four: Recognizing Trends

 

We can anticipate trends just by analyzing what we see on television. Television programs have a great influence in our lives. Watch them with a marketer's eye. Reading trade journals and publications for your field can also give you that "edge.”

 

How can we distinguish a fad from a trend?

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

What are some trends you see changing the world today?

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

What changes do you see in your industry?

 

 

 

 

 

 

 

 

 

 

 

 

How are these trends changing your industry?

 

 

 

 

 

 

 

 

 

 

 

 

How can you take advantage of these trends?

 

 

 

 

 

 

 

 

 

 

 

 

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Chapter 5 Ebook

Session Five: Market Research

 

Many sales and marketing professionals don’t consider research as something they must think about. They think research is very expensive and is only done by huge companies who can afford such an expense. However, Jay Conrad Levinson, author of the “Guerrilla Marketing” series and a renowned marketing expert, has ten questions he likes to ask. When a company can answer “Yes” to all of them, you can forget about research.

 

1)      Will your business grow profitably on pure momentum?

2)      Will your business grow without improvements?

3)      Do you know everything that your competitors can possibly do to hinder your growth?

4)      Are you convinced you can’t lose customers or gain new ones?

5)      Are you convinced that nothing can happen to cause your products/services to become obsolete?

6)      Are you sure your business isn’t subject to changing trends?

7)      Are you sure you’re the only one who’d be good in generating ideas about how to grow your business?

8)      Are you clairvoyant?

9)      Do you get tomorrow’s stock market prices in today’s newsletter?

10)  Have you contracted for sale of your business that will make you millions?

 

Sometimes the type of information you want about your potential customers is not readily available, and cannot be obtained simply by observing the world around you. When that happens, you may have to conduct some original market research. There are really only two kinds of research: primary and secondary.

 

Primary Research

 

If no existing material contains the information you are looking for, then you may have to conduct some primary research yourself. Local universities and colleges might be looking for some real life research projects for the benefit of their students. However, you may want to gather information yourself through personal interviews, focus groups, mail or e-mail surveys, telephone surveys, and in-house customer surveys.

 

Often our strong opinions on what will or will not work keep us from going out and asking our customers and our potential customers what they want and need. Open your mind. Start listening to your customers. You may be surprised at what you’ll learn.

 

At least once a week, try to talk with your customers. They may know some things you don’t know about how to make your business grow.

 

 

Ask yourself these questions the next time you are considering a marketing initiative and think you don’t need customer feedback.

  • If I’m wrong, how much will it cost me?
  • Have I asked for some input from people who have no stake in whether I succeed or fail?
  • Have I asked customers and prospects what they need and want from me and my business?
  • Do I know if my customers think I am giving them what they want and need?
  • What else can I provide my customers so they’ll pay me more and be happier about it?

 

It won’t cost you a fortune to tap into the best advice you will ever get.

 

What are some things you are doing to listen to your customers?

 

 

 

 

 

 

 

 

 

 

 

 

 

What are some more things you might do?

 

 

 

 

 

 

 

 

 

 

 

 

 

Secondary Research

 

Secondary research involves collecting data that already exists. Information may already be available from published external sources such as:

 

  • Statistics organizations (such as the Census Bureau)
  • Tourism statistics collected by your local tourism agency
  • Information compiled by industry associations
  • Federal, provincial, or municipal statistics
  • Directories and lists
  • General publications
  • Institutional publications
  • Trade Association newsletters and reports
  • Trade journals and periodicals
  • Chamber of Commerce
  • Economic Development Commission
  • Customers
  • Competitors
  • Suppliers
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