Marketing Specialist

Course Details


Learning Path: Marketing

Duration: 5 Day(s).

Course Overview

In this course, you will learn the required skills to help define your organization’s marketing strategies. We will review the most current marketing best practices and explore the mechanics for delivering marketing support. Also, a portion of this course will help you develop the essential workplace skills you need to accomplish your daily responsibilities and achieve long-term career success. These skills include communication dynamics, professionally interacting with co-workers, contributing to teams, and maintaining professional ethics.

The course is designed to prepare learners for the KWP Certified Marketing Specialist test and earn the designation, Certified Marketing Specialist, KWP-MS. The goal is for the learner to be job-ready for an entry level position in marketing as defined in the KWP Standard Job Description. 

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Learning Objectives

The course establishes the foundation for all career competencies and skills across the primary categories. You will:

  • Demonstrate understanding of marketing strategy, the marketing cycle, and performance metrics to fulfill your role as a marketing specialist.
  • Define and use the primary marketing elements, including brand management, demand generation, marketing collateral, and trade shows.
  • Define and use the primary digital marketing elements, including web design, digital communications, content, and social media.
  • Demonstrate understanding and explain marketing campaign analytics -- how to monitor, measure, and report to make recommendations for future campaigns.
  • Demonstrate marketing mechanics proficiency to develop effective marketing materials and campaigns to -- support sales, attract and keep customers, reinforce the brand, and meet business objectives.
  • Define and use the tools of the trade.
  • Demonstrate professional workplace behaviors and interpersonal skills.

Course Outlines

Unit 1: Foundations of Marketing
The Role of Marketing in the Enterprise
The Marketing Cycle
Elements of a Marketing Budget
Marketing Costs
Unit 2: Developing Core Mission and Vision
An Organizations' Mission Statement
Vision Statements
Your Organization's Values
Unit 3: Foundations in Branding
What Is Branding?
Position Your Brand
Identify Your Products and Features
Branding Style Guide
Characteristics of a Strong Brand
Develop Your Name, Slogan, and Visual Identity
Unit 4: Understanding Your Customer
Everyone is a Customer
Knowing Your Audience and Connecting with Your Customers
How Is Your Market Segmented?
Customer Personas
Customer Journey, Experience and Buying Cycle
Customer Feedback
Unit 5: Fundamental Marketing Channels
Marketing Communication Channels
Advertising Myths
Outbound and Inbound Marketing
Marketing Promotion and Tactics
Popular Internet Marketing Strategies
Trade Show Marketing
Unit 6: Creating Compelling Marketing Collateral
Features, Advantages, and Benefits
Setting Goals for Your Marketing Pieces
Focusing Your Messages for Impact
Creating Marketing Collateral (moved down)
Unit 7: Designing Your Web Site
Designing the Home Page
Tips for the Site Hierarchy
Unit 8: Understanding Web Site Performance
Understanding Search Engine Optimization (SEO)
Optimizing Keywords
Understanding Primary Performance Metrics
Understanding Google Analytics
Unit 9: Online Advertising
Popular Online Advertising Techniques
Pay-Per-Click (PPC) or Keyword Advertising
Unit 10: Leveraging Social Media
Social Media Websites
Using LinkedIn to Advantage
Using Twitter to Advantage
Unit 11: Email Marketing
What Is Email Marketing?
How Does Email Marketing Work?
Email Marketing Tools
Email Marketing Policies
Unit 12: Content Marketing
Writing for the Web and Online Channels
Creating Blogs and Content That Engages
The 4Cs of Writing
Enhancing Content with Video and Sound
Balancing SEO with “Word Stuffing”
Unit 13: Organizing a Marketing Campaign – A Case Study
Unit 14: Communication Dynamics
What Is Said and What Is Heard
Using Active Listening Skills
Asking Questions with Purpose
Understanding Non-Verbal Communication
Unit 15: Team work – Being a Team Player
What Is a Team?
What’s Your Team Player Style
Unit 16: Respecting Others and Embracing Diversity
Find Common Ground
Bringing Diversity into Focus
Keeping Stereotypes in Check
The 4 Pillars of Diversity
Unit 17: Managing Conflict
Types of Conflicts
The Conflict/Opportunity Test
Resolving Conflicts – A Model That Works
Toolkit for Successful Workplace Conversations
Unit 18: Problem Solving
A Six-Step Problem-Solving Process
Identifying Problems and Brainstorming Solutions
Unit 19: Professional Ethics and Accountability
What Are Ethics?
Why Worry About Ethics?
What Does It Mean to Be Accountable?
Unit 20: Productivity and Effectiveness – Organizing Your Work
The Building Blocks of a Good Organizational System
Managing Information in Six Easy Steps
Manage Your Email Messages
Prioritizing Your Tasks
Unit 21: Making the Transition to the Workplace
Your Key Performance Indicators

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