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Fundamentals of Marketing: Your Action Plan for Success (Live Online)

A powerful, four-lesson workshop that delivers all the essentials for a break-out marketing career!
Master the basic skills and techniques necessary to become the marketer your company needs—a professional with the know-how to position your organization’s image, products and reputation ahead of the competition. And you’ll take the necessary steps to develop these marketing skills right at your keyboard! 

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Upcoming Sessions

Date City Times Course# 65512
  • Nov 7, 2017
    - Nov 16, 2017
    Live Online 2:00 PM
    - 5:00 PM
    Add to Cart

Do you need a different date or location? We offer Courses On Request.

Course Details

What You Will Learn

Marketing Overview
  • Define marketing 
  • Identify the role of marketing 
  • Strategic business plans vs. annual marketing plans
Market Analysis
  • Describe approaches to gathering marketing information 
  • Identify macro-environmental trends that impact a business 
  • Define key differences between B2B and B2C markets 
  • Conduct a competitive analysis
Market Analysis (cont’d)
  • Develop a SWOT analysis
Segmentation, Targeting, and Positioning 
  • Write SMART marketing goals 
  • Compare mass marketing to segmentation marketing 
  • Analyze customer segments in order to select target audiences 
  • Write a positioning statement
Marketing Mix
  • Explain how the four Ps align with one another 
  • Describe how a product itself can impact marketing efforts 
  • Explain various pricing objectives and strategies
  • Discuss how channels of distribution impact marketing decisions 
  • Define objectives and strategies for core modes of communication
Creating Customer Value 
  • Describe how to create customer value, satisfaction, and loyalty 
  • Define net promoter score as a measure of customer loyalty 
  • Identify ways organizations cultivate customer relationships 
  • Create an approach to developing marketing action plans and budgets

How You Will Benefit

  • Acquire the basic marketing tools and expertise 
  • to identify, evaluate and overcome tough marketing challenges
  • Understand the components that make up 
  • compelling marketing plans and succeed in creating improved customer perceptions in a competitive environment
  • Discover creative ways to apply marketing 
  • principles and practices to compete successfully in a crowded marketplace
  • Understand the “whys” behind basic marketing 
  • practices and strategies
  • Begin to think—and act—like a world-class marketer 

Additional Details

Four 3-hour sessions run over a 2 week period

Live Online courses are delivered in partnership with the American Management Association.

These courses offer the high-calibre faculty and quality content that Canadian Management Centre is known for, but in a live online format— delivered in easy-to-manage lesson installments that won’t disrupt your work week. Learn new skills, sharpen existing ones and enhance your career journey!

  • Interactive, instructor-led course in a user-friendly platform
  • Talk and text with faculty and peers via chat and VoIP
  • Share files and work in breakout group activities
  • Access live, 24/7 customer support throughout your AMA learning experience
  • Lessons are divided into manageable 3-hour blocks


  • $1,900 Member         
  • $2,100 non Member

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Who Should Attend

Newly appointed marketers; product, brand and advertising managers; business professionals and non-marketers who need to understand marketing’s role in generating profits. More experienced marketers needing a refresher in traditional methods—and in a fast-changing marketing environment—will also benefit from attending.