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Innovative Marketing Ideas is a Course

Innovative Marketing Ideas

Feb 28 - Feb 28, 2020

$110 Enroll

Full course description

Innovative Marketing Ideas

8;30 am - 3 pm

February 28, 2020

The Enterprise Center at Salem State University


The marketing mix is also called the 4 P's of marketing. The 4 P's are product, price, place, and promotion. Marketers use these tools to attract and satisfy their customer base. Each element of the marketing mix is linked to the others, and they all need to be carefully integrated and coordinated to be effective. If the marketing mix is handled correctly, it will satisfy the target audience and create support for the brand.

Market funnels are traditional tools used by marketers. The marketing funnel contains the stages that a customer takes on the way to purchase your product. The funnel may vary slightly, but there are basic stages in the AIDA funnel that remain the same. These stages are awareness, interest, desire, and action.

When communicating with consumers, the message shouldn’t be all about better or lower prices; it should be about the value and service you can offer. Only 1/3 of customers completely base purchases on price. Most customers are looking for value. In order to sell value to customers, you need to understand what it is they value. Knowing your target market is essential to this process

Understanding customers is essential to marketing success. Many companies, however, still make the mistake of not listening to customers. Demographics and basic market research, however, is not listening. Marketing that is only based on this information will not be the most effective.

Module One: Getting Started
Workshop Objectives

Module Two: What is Marketing?
What is a Market?
Marketing is Not Selling
Understanding Customer Needs
Defining Your Product or Service

Module Three: Common Marketing Types (I)
Direct Marketing
Active Marketing
Incoming Marketing
Outgoing Marketing

Module Four: Common Marketing Types (II)
Guerilla Marketing
B2B Marketing
B2C Marketing
Promotional Marketing

Module Five: The Marketing Mix
Product
Price
Promotion
Place

Module Six: Communicating the Right Way
The Marketing Pitch
Sell Value Not Price
Fun and Entertaining is Powerful
Choosing the Right Media

Module Seven: Customer Communications
Give Your Customers a Voice
It’s Not About You, It’s About Them
Every Interaction Counts
Answer Questions Honestly

Module Eight: Marketing Goals
Brand Switching
Repeat Purchases
Brand Loyalty
Inform and Educate

Module Nine: The Marketing Funnel
Awareness
Interest
Desire
Action

Module Ten: Marketing Mistakes (I)
Not Taking Social Media Seriously
Not Having a USP
Cross Cultural and International Translations
Not Building a Relationship

Module Eleven: Marketing Mistakes (II)
Not Having a Plan
Aiming at Everyone
Not Tracking Metrics
Not Listening to Your Customers

NOTE: A parking permit will be emailed to all registered/paid participants shortly before the class date. 

REFUND POLICY:
In-Person Class Refund Policy: 100% refund before the first class meeting; 50% before the second class meeting. No refunds after the second class meeting.

Online Class Refund Policy:  In the case of a Salem State Online class, 100% refund before the scheduled start date. No refunds once the Salem State Online class begins. For all other online classes (Gatlin, Ed2go, or MindEdge) no refunds of any kind will be issued). Please call Andrea DiVirgilio at 978-542-6302 for more information

Each element of the marketing mix is linked to the others, and they all need to be carefully integrated and coordinated to be effective. If the marketing mix is handled correctly, it will satisfy the target audience and create support for the brand.

Market funnels are traditional tools used by marketers. The marketing funnel contains the stages that a customer takes on the way to purchase your product. The funnel may vary slightly, but there are basic stages in the AIDA funnel that remain the same. These stages are awareness, interest, desire, and action.

When communicating with consumers, the message shouldn’t be all about better or lower prices; it should be about the value and service you can offer. Only 1/3 of customers completely base purchases on price. Most customers are looking for value. In order to sell value to customers, you need to understand what it is they value. Knowing your target market is essential to this process

Understanding customers is essential to marketing success. Many companies, however, still make the mistake of not listening to customers. Demographics and basic market research, however, is not listening. Marketing that is only based on this information will not be the most effective.

Module One: Getting Started
Workshop Objectives

Module Two: What is Marketing?
What is a Market?
Marketing is Not Selling
Understanding Customer Needs
Defining Your Product or Service

Module Three: Common Marketing Types (I)
Direct Marketing
Active Marketing
Incoming Marketing
Outgoing Marketing

Module Four: Common Marketing Types (II)
Guerilla Marketing
B2B Marketing
B2C Marketing
Promotional Marketing

Module Five: The Marketing Mix
Product
Price
Promotion
Place

Module Six: Communicating the Right Way
The Marketing Pitch
Sell Value Not Price
Fun and Entertaining is Powerful
Choosing the Right Media

Module Seven: Customer Communications
Give Your Customers a Voice
It’s Not About You, It’s About Them
Every Interaction Counts
Answer Questions Honestly

Module Eight: Marketing Goals
Brand Switching
Repeat Purchases
Brand Loyalty
Inform and Educate

Module Nine: The Marketing Funnel
Awareness
Interest
Desire
Action

Module Ten: Marketing Mistakes (I)
Not Taking Social Media Seriously
Not Having a USP
Cross Cultural and International Translations
Not Building a Relationship

Module Eleven: Marketing Mistakes (II)
Not Having a Plan
Aiming at Everyone
Not Tracking Metrics
Not Listening to Your Customers

NOTE: A parking permit will be emailed to all registered/paid participants shortly before the class date. 

REFUND POLICY:
In-Person Class Refund Policy: 100% refund before the first class meeting; 50% before the second class meeting. No refunds after the second class meeting.

Online Class Refund Policy:  In the case of a Salem State Online class, 100% refund before the scheduled start date. No refunds once the Salem State Online class begins. For all other online classes (Gatlin, Ed2go, or MindEdge) no refunds of any kind will be issued). Please call Andrea DiVirgilio at 978-542-6302 for more information