Introduction to marketing
Overview / who should attend and why?
A comprehensive awareness of marketing principles
is useful for anyone keen to create and maintain customer relationships.
This course covers the principle theory and practice of marketing,
and includes practical examples and exercises to aid understanding.
The course is designed for people who have not had any formal
marketing training and who need to gain an understanding of
what marketing is and how it can be applied to make their business
more successful.
Following this course, delegates will be equipped
to assess the marketing process in their organisation, understand
how their products are positioned, and work more effectively
with suppliers and agencies.
This course is applicable to all types of businesses
including not-for-profit organisations.
Course Objectives
- Understand what marketing is and how it is applied
- Learn how to research the market and identify opportunities
and to target customers specifically and avoid overspending
- Understand the tools of marketing
- Identify which tools are most appropriate to the business
and construct a co-ordinated marketing mix
- Learn the principles of effective branding and how to apply
them
- Understand how marketing databases can be used to improve
marketing performance
- Learn how to allocate a budget for each aspect of marketing
- Learn how to set up a measurement system in order to monitor
marketing success
- Put together a structured plan which can be used for practical
marketing
Course Content
The marketing concept
- Explanation of the principles on which effective marketing
is based
- Identify customers and other important decision makers
- How customers make their buying decisions
- Profiling customers so that we fully understand their needs
- Identifying the factors which cause people to buy or not
buy
Using market research to guide marketing
decisions
- What information is available and how it can be used
- How to obtain the information you need
- How to achieve a 360º view of your customers
- Using a marketing database to improve performance
- How to make the best out of customers' lifetime value
Developing the Marketing mix
- Identifying the 7P’s of marketing and how they should
be combined
- How to create and launch products
- Using the product life cycle and other concepts
- How to create added value for customers
- Creating and maintaining the brand
- How to construct a pricing strategy and its impact on the
brand
- Finding, developing and supporting channel partners
- Using the media and other communication tools
- Creating the right message
- How people and processes are used in marketing
How to structure a marketing plan
- How to set SMART marketing objectives
- The marketing planning process
- Analysing the internal and external environment
- Determining the market
- Developing push pull and profile strategies
- What a marketing plan should contain
Measuring effectiveness
- Why measurement is necessary and what the measurement criteria
should be
- How to track the impact of different marketing actions
- How CRM systems enhance the tracking and measurement process
Costs / Duration and Location
- The cost of this training course is £800 + VAT
- The duration is two days
- Various dates and locations, see course calendar or contact
us for further information
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