Courses Details
Course Overview
The CBP Marketing course is geared towards those interested in pursuing a career in marketing or improving their marketing skills. This course provides the essential information and skills required by professionals who have to make marketing decisions that are important to the direction and performance of an organization or business. Provided in this course is a practical approach to marketing in any environment. 
In the first part of the course marketing challenges are introduced as are some essential skills necessary to address these challenges and have success at marketing. It also directs the student how to develop a marketing plan, understand consumer behavior, assess both the product and the market, segment a market, and instruct students about the importance of positioning. Students will learn how to create an effective marketing strategy. 
The second section of the course covers the importance of effective communication with potential and current customers and setting appropriate communication goals. It also gives direction regarding product presentation, pricing, and distribution. Finally, the course instructs students about technology in marketing including the use of web sites, e-mail marketing, search engine marketing, and social media marketing. 
After completing this Marketing course, students will understand why and how marketing affects business and be able to implement a successful marketing plan of their own. 
This course prepares candidates to take, the Certified Business Professional exam – E30-708 
Course Schedule
Target Audience
This course is recommended for individuals aspiring to gain expertise in marketing.
Course Prerequisites
1.  The candidate must have a commitment to the pursuit of excellence. 
2.  The candidate must have completed or be in the process of completing a high school or secondary school diploma or similar educational standards. 
Course Outline
Module 1: Introduction To Marketing 
Marketing and Its Components 
The Eight Components of Marketing 
Marketing Framework 
Marketing Analysis 
Market Research 

Module 2: Consumer Behavior 
Define Consumer Behavior 
Consumer Buying Decision Process 
Consumer Behavior and its Effect on 
Four Behaviors Consumers Exhibit 
Prior to Purchase 
Consumer Behavior and its Effect On Marketing Plans 
Factors That Influence Consumer Behavior 

Module 3: Developing A Marketing 
Attributes of a Marketing Plan 
Types of Products 
Product Life Cycle 
Pricing Strategies 
Product or Service Distribution 
Importance of Promotional Strategies 

Module 4: Introduction To Product And Market Assessment 
Importance of Analyzing Your 
Product Assessment Cycle 
Reasons for Creating a Marketing Plan 
Eight Elements of a Market Analysis 
Trends Help Marketers Target the 
Demographics in Marketing

Module 5: Target Marketing And Segmentation 
Target Marketing 
Key Factors of Market Segmentation 
Why and How to Segment Markets 
Common Market Segments 
Module 6: Brand Positioning 
Brand Positioning 
Develop Your Own Brand Position 
Customer Emotions Role in Positioning 
Strategy for Implementing Position 
Module 7: Marketing Strategy 
Developing a Market Strategy 
Market Strategy Linked to Sales 
Building or Taking Market Share 
Selecting a Competitive Strategy 
High Pricing Versus Low Pricing Strategy 
Problems and Opportunities 
Module 8: Communication Goals 
Communication Plan and Their affect on Market Behavior 
Communication Objectives 
Communication Tools 
Communication Goals 
Module 9: Product Planning 
Goal of Product Planning 
Importance of Understanding 
Customer Preferences 
Selecting Product Name 
Naming Techniques 
Product Presentation 
Importance of Knowing Your Audience 
 Types of Product Presentation
Course Outline: CBP™ Marketing 

Module 10: Pricing 
Price as it Pertains to Marketing 
Cost Factors 
Pricing Strategies 
Reasoning Behind Pricing Strategies 
Discount Pricing 
Guidelines for Competitive Pricing 

Module 11: Distribution 
Distribution Process 
Distribution Strategies 
Direct Channel Distribution 
Indirect Channel Distribution 
Physical Distribution Process 
Inventory Management 
Order Processing

Module 12: Technology In Marketing 
Role of Technology in Marketing 
Four Segments of Internet 
  Creating a Web Site 
  Email Marketing 
  Search Engine Marketing 
  Social Media Marketing 
Social Media as a Marketing Tool 

Module 13: Marketing Stategy Evaluation 
Why a Marketing Plan Evaluation is 
Type of Marketing Evaluations 
Identifying Strengths and Weaknesses 
 Evaluation Process Checklist