Marketing Fundamentals

Marketing Institute of Singapore - Executive Development

Course introduction

The complex and rapidly changing environment in the marketplace impact all organisations. In this dynamic environment, marketing has become an increasingly important engine to drive the organisation's products and services to success in the marketplace. However, to be effective, marketing must make an impact and lead to measurable results. That does not necessarily mean expensive and fanciful marketing that put a strain on your budget but does not go far in terms of results. This two-day course aims to provide an understanding of what innovative marketing is all about. At the end of the course, participants will comprehend the significance of innovative marketing as a key differentiator in the competitive marketplace.

Course Pre-Requisites

  • Be equipped with a clear understanding of the marketing concept and their importance to your company's long-term success in the marketplace
  • Be familiarised with the key requisites of innovative marketing and how it can create impact and lead to measurable results
  • Have the opportunity to apply selected tools and techniques in case-studies in a collaborative learning environment

Target Audience

  • Non-marketing executives who desire to have an understanding of what marketing is all about.
  • Executives who play supporting roles to the overall marketing efforts of their companies/organisations.
  • Marketing Executives and Managers who need to keep abreast of current issues and best practices in modern marketing.

Course Outline

What is Marketing?

  • Key fundamentals of marketing
  • Going beyond buzzwords and jargons
The Marketing-Oriented Organisation
  • What marketing orientation means
  • Is my organisation marketing-oriented?
Analysis of the External Environment
  • The key external influences on the organisation’s business
  • Emerging trends and their impact on the organisation
Analysis of the Internal Environment
  • Assessing the internal environment
  • Developing the SWOT Matrix
Market Segmentation, Targeting & Positioning
  • Developing the Segmentation & Targeting Strategy
  • Developing the Market Positioning Strategy
Deploying the Marketing Mix
  • The marketing toolbox
  • Applying the marketing toolbox

Available Course Sessions

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Trainer Profile

Dr Bob Foo

Since 1990, Dr Bob Foo has provided consulting and training services in professional selling, key account management, sales management, strategic marketing and negotiation dynamics throughout the region.

Prior to this, Bob spent over 10 years in senior regional management positions with multinational corporations. In his corporate career, Bob has travelled widely throughout Europe, the US and the Asia-Pacific region.

Bob has a Ph.D from the University of Nottingham, a M.Sc. in International Marketing from the University of Strathclyde as well as professional qualifications in Administrative Management, Business Administration, Accounting & Finance and Public Relations. He is also a Fellow of the Chartered Institute of Marketing (FCIM) as well as a Chartered Marketer.

He writes and speaks on breakthrough business concepts for the 21st century. His articles have been published in Asia 21, Singapore Marketer and Today's Manager.

Dr. Bob Foo is a qualified Instructor for Higher Education Teaching and a qualified Higher Education Instructional Leader certified by National Institute of Education (NIE) and Singapore Institute of Management (SIM).