Marketing: The Basics - Seminar / Kurs von Haufe Akademie GmbH & Co. KG

An overview of marketing fundamentals


Marketing Insight

  • Transition from a seller`s market to a buyer`s market.
  • Importance of relationship marketing.
  • Marketing objectives.
  • Customer satisfaction and its importance.
  • Differences: B2B/B2C markets.

Market research

  • Create market transparency with market research.
  • Managing market research projects.
  • Low-budget market research.
  • Methods for obtaining your own data: primary research, focused on effective customer surveys.
  • Methods for obtaining existing data: secondary research.

Marketing concept

  • Importance, objectives, content.

Tools for analysing markets and marketing strategies

  • Analysis of the company, environment and market, focused on competition analysis and customer needs analysis.
  • SWOT analysis.
  • Segmenting markets and target groups.
  • Perceiving and developing unique selling propositions (USPs) to ensure competitive advantage.
  • Developing marketing strategies.

Marketing mix

  • Product, performance and programme decisions: From product innovation to product elimination.
  • Service decisions: designing added services for the pre, at, and after sales phases.
  • Pricing decisions: practically-oriented options.
  • Communication decisions: use of traditional tools such as advertising, sales promotion, public relations, sponsorship, trade fairs or event marketing, and the use of new tools such as guerrilla marketing, ambush marketing, ambient marketing, online communication, social media marketing etc.
  • Distribution decisions: direct/indirect distribution channels, e-commerce, multi-channel marketing and outbound logistics.


You will

  • gain basic marketing knowledge in order to make important marketing decisions,
  • be familiar with elementary market research practices to get to know your market and, above all, your customers,
  • learn to analyse markets, to segment them and to work successfully with marketing tools,
  • receive a wide range of tips for your marketing practice and a guideline for the creation and implementation of a marketing concept,
  • through exercises on your own concept, checklists, practical examples and case studies, you will be able to quickly implement what you have learned.


Professionals, executives and entrepreneurs, even from non-commercial branches, who want to acquire basic marketing knowledge. All those who are regularly confronted with marketing tasks and want to make proficient marketing decisions.

Termine und Orte

Datum Uhrzeit Preis
Köln, DE
07.10.2020 - 08.10.2020 09:00 - 17:30 Uhr Jetzt buchen ›

SG-Seminar-Nr.: 5345061

Anbieter-Seminar-Nr.: 61185210


  • 07.10.2020 - 08.10.2020

    Köln, DE

Preise inkl. MwSt. Es können Gebühren anfallen. Für eine exakte Preisauskunft wählen Sie bitte einen Termin aus.

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Datum Uhrzeit Preis
Köln, DE
07.10.2020 - 08.10.2020 09:00 - 17:30 Uhr Jetzt buchen ›