Marketing Essentials Training Course


1 or 2 days (see below) – the course is delivered mainly through lecture, group and case discussion

Who Should Attend

New to mid - level marketing representatives and managers as well as sales managers, sales representatives and other company employees who impact or interact with the marketing function. This course assumes no previous background in marketing.


Upon completion, participants will receive a Certificate of Completion from The Performance Management Academy.





This intensive Marketing course is for all marketers, including those wanting to brush up on their skills or upgrade their knowledge, and for those without a formal marketing background. Loaded with examples and practical applications, Marketing Essentials is designed to bring you quickly up-to-speed and to provide you with the tools to make you and your organization a success.

Course Summary:

Marketing Essentials blends theory and practice to facilitate immediate implementation and impact. You will learn to develop a strategic marketing plan for organizational implementation and integration with sales and customer plans. A review of the marketing environment (social, economic, legal, regulatory, competitive, and technological forces) is used to help develop the segmentation, targeting and market positioning strategy for implementation along with the marketing mix (product, price, place and promotion). The goal is the identification and delivery of organizational competitive advantage and customer satisfaction – key to long-term revenue growth, profitability and success.

Course Outline and Key Topic Areas include:

•    Marketing Planning, Business Case and Business Strategy
•    Understanding the Business and Marketing Environment
•    Market Research
•    Understanding and Impacting Consumer Behaviour
•    Consumer Demographics
•    Business Buyer Behaviour
•    The Unique Elements of Service Marketing
•    Market Segmentation, Target Market and Positioning
•    Product Management
•    Pricing and Value Determination
•    Advertising, Promotional and Communication Planning
•    Strategic Channel Management and Distribution

How You Will Benefit:

•    Develop a marketing plan for organizational implementation and integration with sales and customer plans
•    Appreciate the impact of the market environment on the development of the marketing mix
•    Learn market segmentation techniques that result in effective targeting and positioning strategies designed to maximize market share
•    Effectively launch new products and services and achieve marketing objectives
•    Understand cost effective market research techniques
•    Learn the advantages of market segmentation
•    Learn how consumer behaviour can impact the advancement of product strategies
•    Develop appropriate pricing strategies that align with marketing objectives
•    Apply product strategies and brand management principles to guide your product portfolio through the stages of the product life cycle
•    Understand modern channel management strategies and alternatives
•    Identify the best advertising, communications and promotion options designed to achieve marketing and corporate objectives


"Having Performance Management Academy work with our team was the best decision we could make. Together, we learned the importance of being a good manager – armed with useful information, practical tools and a common language to bring forward as we work to improve the quality of our interactions with one another and our staff. Our facilitator was very skilled and took every opportunity to take our comments and questions about present day situations in our work place, and put them in the context of the useful information we were learning through the course. It was interesting, engaging, and allowed us a whole new perspective on why, as managers, “how” we do something is just as important as “what” we do. I would recommend this workshop to any organization that values its employees and workplace health and productivity."

Indigenous Management and Supervisory Skills - Management Essentials
Chief Executive Officer, Kitselas Band Council

"The presentation, material and knowledge shared provided relevant and comprehensive best practices in recruitment and selection. The candidate screening and communications techniques were particularly insightful. I would definitely recommend this session to both new and seasoned recruiters and hiring managers. "

Progressive Recruiting, Interviewing and Selection
Recruitment and Staffing Specialist, Nasittuq Corporation

"As a manager of many years in different sectors of employment (e.g.; First Nations, Federal Government, Provincial Government and Private Sector) and having attended Management Training courses over the years, this three day (3-day) course was the most informative and motivational and provided the proper tools and knowledge on how to improve as managers. The Facilitator was most accommodating and I felt that all the people who participated felt very comfortable with him. He was very down to earth and extremely entertaining with his presentation style."

Management and Supervisory Essentials
Health Care Manager, First Nations Health Board

"Thank you very much for the workshops. They were very interesting and we all gained more knowledge with the items discussed. Great workshop and well as interesting. Additionally, we had many laughs during the exercises. Thank you ThePMAC."

Management Essentials
Executive Director, Constance Lake First Nation

"Nerahten Developments Limited is committed to the training of its staff, that all of its employees perform their jobs properly and professionally in accordance with established policies and procedures. As we have stated to the Instructor on our departure, we were very satisfied with the five day management training session. The Instructor (Charles Hendriks) explained concepts and ideas effectively, facilitated discussion encouraged participation, responded to students’ questions and had thoroughly knowledge of the course material. The text book material was informative, current and classroom/ facilities was suitable. I feel that I have gained valuable skills and knowledge that will help me in my work performance. I would like to thank all the individuals who made this training session possible and would recommend this course to others. "

Management Essentials
Projects Administration, Nerahten Developments, Fort Good Hope, NT

"I will definitely apply what I learnt in this training to my current position. Thank you." "The material was relevant and appropriate." "I enjoyed the whole experience. The trainer is skilled in engaging the class and providing information in a helpful manner. I highly recommend this training!"

Indigenous Management and Supervisory Skills - Management Essentials
Virtual On-Line Training - Comments from a variety of managers from various organizations - including Treaty 3, Kenora, ON

"I am very pleased with the Indigenous Supervisor Management Skills course. The presenter was well prepared and the content is exactly what I needed to help me function well in my job!! Thank you!!"

Indigenous Management and Supervisory Skills - Management Essentials
Friendship House Association, Prince Rupert, BC

"This training was excellent. It was a great combination between skill and knowledge-basedlearning. There were opportunities to practice what was taught through roleplay and group discussions."

Indigenous Management and Supervisory Skills - Management Essentials
Policy Analyst, Ta'an Kwach'an Council, Whitehorse, Yukon