General Marketing Skills

Understanding the basic principles of marketing, and how market research is actually used in the client company is a great asset to any researcher. This course takes a pragmatic approach to applying the most common and useful marketing theories and models to real live marketing situations.
You will come away with a clear understanding of the marketing process, and a useful 'toolkit' of models and techniques to use throughout your career.
Objective
To gain a solid understanding of marketing principles and feel confident in the use of key marketing theories and techniques.

Learning outcomes
By the end of the course, delegates will:

• Have a clear understanding of what marketing is and does
• Be aware of how to tackle a marketing audit and prepare a SWOT analysis
• Understand how to tackle market segmentation
• Gain a good understanding of how to approach product positioning (the 7 Ps of marketing)
• Have a clear strategy for recommending different marketing communications (marcoms) approaches, including on-line marcoms (Advertising, PR, Sales Promotion, Merchandising)
• Understand how an integrated marketing communications approach can add value

Who will benefit?
Researchers from client companies and agencies at the start of their career, and more experienced researchers who want to 'brush up' on basic marketing skills and techniques.