ELEV-MW 005: Marketing Basics

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ELEV-MW 005: Marketing Basics

Course Number: ELEV-MW 005

Duration: One day

Course Description:

Marketing is a foundational element of business success and often the missing piece that connects strategy, growth, and customer engagement. Without effective marketing, businesses struggle to grow, compete, and sustain momentum. Understanding how marketing works allows organizations to communicate value, connect with customers, and position products or services effectively in the marketplace.

The Marketing Basics course introduces learners to essential marketing concepts and practices. Learners will explore different types of marketing, customer communication strategies, goal setting, and common pitfalls to avoid. As marketing continues to evolve, this course provides a practical perspective that supports informed decision-making and long-term business growth across industries.

By the end of this course, learners should be able to:

• Define marketing and its role in business success
• Identify different types of marketing and how to apply them
• Communicate effectively with customers
• Set marketing goals and strategies
• Recognize common marketing mistakes and avoid them

Course Modules:

Module One: What Is Marketing?

• What is a market
• Marketing versus selling
• Understanding customer needs
• Defining your product or service

Module Two: Common Marketing Types (I)

• Direct marketing
• Active marketing
• Incoming marketing
• Outgoing marketing

Module Three: Common Marketing Types (II)

• Guerrilla marketing
• Business-to-business marketing
• Business-to-consumer marketing
• Promotional marketing

Module Four: The Marketing Mix

• Product
• Price
• Promotion
• Place

Module Five: Communicating the Right Way

• The marketing pitch
• Selling value instead of price
• Using fun and engagement effectively
• Choosing the right media

Module Six: Customer Communications

• Giving customers a voice
• Focusing on customer needs
• Making every interaction count
• Answering questions honestly

Module Seven: Marketing Goals

• Brand switching
• Repeat purchases
• Brand loyalty
• Informing and educating customers

Module Eight: The Marketing Funnel

• Awareness
• Interest
• Desire
• Action

Module Nine: Marketing Mistakes (I)

• Ignoring social media
• Lacking a unique selling proposition
• Cross-cultural and international translation errors
• Failing to build relationships

Module Ten: Marketing Mistakes (II)

• Not having a plan
• Trying to target everyone
• Failing to track metrics
• Not listening to customers

The Marketing Basics course supports learners in developing a clear understanding of how marketing drives growth, strengthens customer relationships, and supports informed business decisions. Join now to strengthen marketing fundamentals, improve customer communication, and support sustainable business growth.