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Impact Marketing in the Workplace

Marketing is not simply an investment your company makes; it is an entity in itself. To be truly effective, marketing requires a top-down, big picture perspective, with every employee in the organization involved in a team effort. This training prepares trainees with fundamental marketing principles and how they relate to organizational structure, procedures and systems.  

When individuals can understand how marketing works as a well-oiled machine instead of observing pieces in isolation or silos, they are empowered to make good decisions, substantially raising their value as an asset to themselves and any organization.  

This course will train employees with little to no prior experience in marketing to an intermediate/advanced level in marketing and business fundamentals, market research, social media, marketing funnels and campaign optimization.

COURSE OUTLINE

5 Days - 9 am to 4 pm

Module 1 – Marketing Fundamentals

DAY 1 (9 AM TO 11 PM) Instructor-led

(1 PM TO 4 PM) Activities & Exercises

Module 1 – Marketing Fundamentals (120 min) Trainees will learn and equip themselves with basic marketing principles and will be able to deconstruct ad creatives and determine the psychology behind simple marketing decisions. This information will help them lay the groundwork for developing marketing campaigns and ad creatives to achieve a desired purpose and direction. This will be further refined in later modules.

  • What is marketing?
  • The Marketing Mix – key marketing principles
  • Marketing mediums and channels (online and offline)
  • Unique Selling Position (USP)
  • Introduction to branding

Lunch Break (60 min)

Question & Answers (60 min)

  • Questions & Answers on Social Media and Content Marketing
  • Question & Answers on Cyber Security and Privacy

Activities (60 min)

    Build a simple and high-level marketing ecosystem

Exercises (60 min)

    Assessing existing businesses - marketing deconstruction exercise.  

 

Module 2 – Market Research and Knowing Thyself - Equipping Yourself for Success

DAY 2 (9 AM TO 11 PM) Instructor-led

(1 PM TO 4 PM) Activities & Exercises

Module 2 – Market Research and Knowing Thyself - Equipping Yourself for Success (120 min) Trainees will be well equipped to perform a thorough audit of a business, conduct market research,  as well as develop a competitor espionage strategy that goes above and beyond. This will empower them to construct a powerful marketing strategy in the following modules.

  • Market Research Basics - Industry Trends, Demographics, Psychographics
  • CRM
  • Self-Audit - (sales and after-sale audit, social media audit, website audit, communications/PR audit, operations audit, management audit, HR audit, financial audit)
  • SWOT (Strength Weakness Opportunities Threats) analysis
  • Positioning

Lunch Break (60 min)

Question & Answers (60 min)

  • Questions & Answers on Social Media and Content Marketing
  • Question & Answers on Cyber Security and Privacy

Activities (60 min)

    Analyze the marketing mix for the different companies

Exercises (60 min)

  • Complete a market research report
  • Complete a thorough self-audit report

Module 3 – Knowing Your Client

DAY 3 (9 AM TO 11 PM) Instructor-led

(1 PM TO 4 PM) Activities & Exercises

Module 3 – Knowing Your Client (120 min)Trainees will understand the true importance and critical requirement of knowing your target market and clients inside and out. Trainees will learn to develop thorough and useful client personas. These  will help guide all strategic and creative decisions in campaigns moving forward as long as the personas continue to be valid and representative of your market segment. Knowing your client will allow trainees to find an appropriate market fit for their organization.

  • Segmenting and Targeting
  • Client Personas - Demographics, Sociographics, Psychographics
  • Marketing Channels – Go to where they are
  • Building Customer Loyalty
  • Marketing Strategy
  • The Promotion Mix
  • Pricing
  • Distribution Channels

Lunch Break (60 min)

Question & Answers (60 min)

    Questions & Answers on Knowing Your Client

Activities (60 min)

  • Develop a marketing plan
  • Develop client personas

Exercises (60 min)

    Building simple campaigns and strategies targeted towards each client persona

Module 4 – Social Media and Content Marketing

DAY 4 (9 AM TO 11 PM) Instructor-led

(1 PM TO 4 PM) Activities & Exercises

Module 4 – Social Media and Content Marketing (60 min)

Trainees will understand the true importance and critical requirement of knowing your target market and clients inside and out. Trainees will learn to develop thorough and useful client personas. These  will help guide all strategic and creative decisions in campaigns moving forward as long as the personas continue to be valid and representative of your market segment. Knowing your client will allow trainees to find an appropriate market fit for their organization.

  • A whole new way of looking at social media
  • Top of Funnel, Middle of Funnel, Bottom of Funnel Content
  • The power of user generated content
  • Choosing the right channels
  • Copywriting
  • Digital metrics

Module 5 – Cyber Security and Privacy (60 min)

  • Cyber Security Fundamentals
  • Safeguarding Measures and Strategies - eg. 2FA
  • Phishing Attacks
  • Social Engineering Attacks, Fake Login Pages, Credential Harvesting
  • Privacy Implications

Lunch Break (60 min)

Question & Answers (60 min)

  • Questions & Answers on Social Media and Content Marketing
  • Question & Answers on Cyber Security and Privacy

Activities (60 min)

  • Develop a pillared marketing strategy
  • Develop a simple funnel
  • Provide recommendations based on analytical results - exercise

Exercises (60 min)

  • Safeguarding Measures and Strategies
  • Spotting the Phish
  • Dodging the Attack

Module 6 - Sales

DAY 3 (9 AM TO 11 PM) Instructor-led

(1 PM TO 4 PM) Activities & Exercises

Module 6 - Sales (60 min)In Unit 6, trainees will learn perhaps the most crucial part of the sales funnel and buyer’s journey: the sales process. Without sales, businesses flat-out would not survive. In this unit, trainees will be introduced to sales principles and philosophies and will be able to craft sales offers and pitches on their own to close more sales effectively and with integrity.

  • The Exchange Process
  • Why do people buy?
  • Buyers Journey and Sales Funnels
  • Inbound vs outbound sale
  • Irresistible offers
  • Selling to existing customers

Module 7 - Diversity/Inclusion and Marketing Ethics

  • How to be more diverse and inclusive in your marketing and targeting efforts
  • Inclusive communication
  • Privacy
  • Ethics
  • Social corporate responsibility

Lunch Break (60 min)

Question & Answers (60 min)

  • Questions & Answers on Sales
  • Question & Answers on Diversity/Inclusion and Marketing Ethics

Activities (60 min)

  • Course work will be very discussion based and interactive
  • Analysing third-party case studies
  • Trainees will be able to apply their own knowledge and rational thinking to scenarios to determine solutions to problems.

Exercises (60 min)

    Trainees will work on strategies and material based on their own ideas and understanding of the course material to flex their creative muscles in the world of marketing and will learn to present their ideas to others in a way that is simple and effective.

Course Instructor: Vaythiare DeLuque
Experienced Program Coordinator with a demonstrated history of working in the higher education industry, Vaythiare is recognized as a leader in Advertising, Marketing, Entrepreneurship, and Communication.

Strong community and social services professional with a Bachelor's Degree focused in Communication, Social Media and Business Studies. 

Impact Marketing in the Workplace

Fee per Participant: $8,900

Certification Awarded:  Wealth Capital’s Impact Marketing in the Workplace Certification

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