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Introduction to Marketing (2 Days)

Course Outline
This is a highly practical, interactive course will give you a ‘hands on’ experience of what works in the marketing tool kit and how to effectively market your product or service.

Who should attend
Anyone who is new to Marketing and needs to know how it works from a practitioner’s point of view

Course Objectives

  • Have an overview of the marketing process
  • Be able to prepare a marketing plan
  • Understand the role of the marketing mix elements
  • Clearly identify the segmentation criteria
  • Be able to adopt a marketing approach
  • Become a customer champion
  • Provide a sound basis for future study

Course Overview

As the marketing disciplines are adopted across more and more industries there is a need for a sound understanding of the subject to enable practitioners to fully understand the scope and breadth of the subject. Whether you have been recently promoted into marketing or are hold a qualification in the subject this course will provide a practical insight into marketing practice.

Marketing or product led
  • understanding the drivers of your company
  • identifying the best approach to your business
  • the key elements of a marketing oriented company

The Marketing Mix

  • The essential ingredients of the marketing mix
  • The role of product, price, place, promotion, people, process and physical evidence
Marketing planning
  • Using the tools of analysis
  • A planning matrix
  • Integrating marketing with the other business disciplines

Segmentation, targeting and positioning

  • Identifying the segments within your market
  • Choosing the segments you wish to target
  • Creating your market position
Market research
  • Establishing a market research framework
  • Reviewing the techniques available
  • Choosing the most appropriate technique
  • Building an effective database of information

Pricing and distribution strategy

  • Setting the most appropriate pricing strategy
  • Selecting the preferred routes to market
Marketing communications
  • Understanding the communications process
  • Selecting the best communications mix
  • Preparing an integrated communications strategy

Evaluating the plan

  • Putting in place the measurement tools
  • Building the future plan

Course Methodology
'The course uses a variety of stimuli including case studies, group and individual exercises, tutor input and class discussion. This mix ensures that each participant can learn at their own pace and in their preferred learning style. Benchmarking with best practices is also used to bring to life the theories and tools.


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