1. Fundamentals of Marketing
Course Content
The Marketing Environment, Marketing Research & Information systems, Target markets,
Segmentation and Targeting. Consumer behavior. Marketing Mix, Coordination & Control.
Learning Outcomes
Learning Outcome Topic One
Students will understand the concept of marketing within an organization.
1. Role
2. Importance
Learning Outcome Topic Two
Students will identify and analyze the environmental factors for marketing decisions.
1. Internal
2. External
 micro
 macro, including application of appropriate legislation
3. Ethics and social responsibility
Learning Outcome Topic Three
Students will understand factors affecting buyer behavior.
Domestic consumers/households:
 cultural
 social
 personal/psychological
Businesses/organizations:
 decision making unit/buying centre
International:
 cultural
 social
 legal/political
 financial/economic
ANZcc | Middle East Regional Office: 19/1158 ministers square, Sheraton, Cairo, Egypt.
Tele: +2022699770 - +2022699771 Mobile: +201117701897 - +201117701898
Website: www.anzcc.com E-Mail: info@anzcc.com

2. Learning Outcome Topic Four
Students will apply the concepts of segmentation, targeting and positioning for marketing
decisions.
Segmentation:
 geographic
 demographic
 personality/psychographic
 behavioral
Targeting:
 market selection criteria
Positioning
Learning Outcome Topic Five
Students will evaluate and recommend the marketing mix variables required for the
development of marketing strategies.
Marketing mix, one of:
 product-based
 service-based
Learning Outcome Topic Six
Students will understand the key components of the marketing planning process.
Marketing plan:
 objectives
 SWOT analysis
 strategies
Marketing research:
 primary
 secondary
 process
Control systems:
 budgeting
 key performance indicators
ANZcc | Middle East Regional Office: 19/1158 ministers square, Sheraton, Cairo, Egypt.
Tele: +2022699770 - +2022699771 Mobile: +201117701897 - +201117701898
Website: www.anzcc.com E-Mail: info@anzcc.com

3.  Duration : 12 hours – 2 weeks – 3 times per week
 Fee : 600 L.E
 Payment: 200 L.E registrations – 200 L.E after third Class – 200 L.E at the end of the course.
More information:
http://www.anzcc.com
Address: 19/1158 ministers square, Sheraton.
City: Cairo
Country: Egypt
Cell Phone: 01117701898 - 01117701897
Telephone: +202269970 - +2022699771
E-mail: info@anzcc.com
ANZcc | Middle East Regional Office: 19/1158 ministers square, Sheraton, Cairo, Egypt.
Tele: +2022699770 - +2022699771 Mobile: +201117701897 - +201117701898
Website: www.anzcc.com E-Mail: info@anzcc.com