Training Course on Discovering and Winning Your Target Market
1Summary
Every product succeeds or fails on one question: does it reach the right customer? Marketing management exists to answer that question systematically — researching markets, segmenting audiences, and understanding consumer behaviour well enough to deliver the product or service customers actually value, instead of guessing.
Through interactive discussion, real case studies and hands-on exercises, this course from the Arab British Fellowship Training Academy equips professionals at every level with the research skills, segmentation techniques and marketing strategy tools needed to identify a target market and engage it effectively.
2Objectives and target group
Course Objectives
- Understand the key principles of marketing management and why they matter, and learn effective methods for conducting market research.
- Master segmentation techniques to identify target audiences, and analyse consumer behaviour to inform marketing strategy.
- Develop competitive analysis and positioning skills, and turn market insights into actionable marketing plans.
- Adapt marketing strategies as market conditions change.
Target Audience
- Marketing managers and professionals looking to sharpen their management skills.
- Business owners, entrepreneurs and product managers responsible for targeted marketing strategy.
- Students and anyone pursuing a career in marketing, research or consumer analysis.
3Course Content
Module 1: Finding Your Target Market
- Defining target markets and why they matter in marketing strategy.
- Segmentation criteria — demographics, psychographics, behaviour and geography — and techniques for applying them.
Module 2: Researching the Market and the Customer
- Qualitative versus quantitative market research, and the tools used for each.
- Factors influencing consumer behaviour and decision-making, and analysing customer needs and preferences.
Module 3: Positioning Against the Competition
- Conducting competitive analysis to identify market gaps.
- Developing a unique value proposition and brand positioning.
Module 4: From Insight to Strategy
- Turning market insights into actionable marketing plans, with clear objectives and KPIs.
- Applying the marketing mix (Product, Price, Place, Promotion) and choosing the right channels for your audience.
Module 5: Measuring and Adapting
- Measuring the effectiveness of marketing campaigns.
- Adapting strategy based on feedback and market trends.
Module 6: Marketing Management Fundamentals and Real-World Practice
- An overview of marketing management principles and the role of the marketing manager.
- Real-world case studies and group exercises in developing marketing strategies from market insight.