Event Date/Time: Apr 13, 2004 End Date/Time: Apr 15, 2004
Registration Date: Apr 12, 2004
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The Fundamentals of Marketing program explores the contemporary methods successful marketers employ to view and engage their customers while examining how these methods enhance the quality of overall business decisions.

The program emphasizes the importance of making strategic choices and tactical decisions based upon the 4 P's of contemporary marketing-Product, Price, Place, and Promotion-within a framework that encompasses a detailed understanding of the 4 C's of contemporary marketing: Customer, Company, Competition, and Collaborators.

Designed by academic experts and leading practitioners in the area of marketing, the curriculum focuses on a wide variety of real-world illustrations that concern service, manufacturing, consumer, and non-profit sectors. The instructors provide extensive examples drawn from business to business, public, private, and international markets in order to ensure that all participants develop the ability to apply effective principles and techniques to the marketing challenges they face.


321 Nineteenth Avenue South, Suite 2-250
United States

Additional Information

  • Develop an understanding of the key drivers of a successful customer and market focused business model.
  • Develop a process and a checklist of questions to help you improve your customer and market focus.
  • Learn to ask the right questions to identify and evaluate customer and market focused business opportunities.
  • Learn to formulate marketing strategies to respond to the best business opportunities.
  • Explore the current technology based enhancements of traditional marketing strategies, including database and relationship based marketing and electronic commerce applications.

Who Should Attend

This program provides an excellent introduction to basic marketing principles. It is designed for: managers and executives who do not possess a formal background or training in the field of marketing; those who seek an intensive review of marketing principles; and/or those who simply require a more comprehensive understanding of the pivotal role marketing plays within their organization.

Key Topics
  • Creating Value for the Customer
  • Electronic Commerce
  • Developing New Products & Services
  • Pricing and Market Dynamics
  • Measuring Customer Satisfaction
  • Voice of the Customer
  • Market Segmentation
  • Targeting & Positioning
  • Integrated Marketing Communications
  • Market Research


Carlson Executive Development Center
Carlson School of Management
University of Minnesota