Fundamentals of Marketing

Marketing is the activity-set of institutions, and process for creating, communicating, delivering, and exchanging offerings that create value for customers, clients, partners and society at large.

This course covers the basics of marketing, concentrating on the principles and key models of marketing in an organisation. Understanding marketing segmentation and positioning principles to determine the most appropriate marketing mix will be assessed. The components of a marketing strategy to promote global competitiveness for your organisation will also be explained.

This course will benefit employees, supervisors, managers and entrepreneurs who are new to marketing, and individuals who are keen on establishing a career in marketing.

Exit Level Outcomes

Upon completing this course, you should be able to:

Explain marketing terminology, concepts and definitions

Describe the principles of customer behaviour

Describe the marketing environment

Understand market segmentation and positioning principles

Understand the marketing mix

Explain the components of a marketing strategy


A Certificate of Competence will be awarded to all participants who successfully submit and pass their assignments, and exams*

A Certificate of Completion will be awarded to all who successfully submit and pass their assignments

A Certificate of Attendance will be awarded to all who attended the training session

On successful completion of this short learning programme, the participant may be considered for exemption from the equivalent course in the respective qualification, provided that he or she meets qualification entrance criteria. Exemption fees may apply.


2-day course contact time including facilitation and group activities

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Fundamentals of Marketing

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