Introduction To Marketing

Who is it for
All those new to the marketing function will benefit from attending, as will members of staff who are customer facing and need to be aware of consumer and marketing principles


What is it about

• Increase returns on investment by successfully segmenting, profiling and targeting your customers
  
  
• Maximise the effectiveness of promotion, advertising, direct marketing and other campaigns
  
  
• Establish competitive advantage by identifying the benefits and unique selling points of your product or service

What will i get out of it
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. 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.


Course overview

• Definitions and origins of marketing



• Differences between Product-led, Sales-led and Marketing-led organisations
  
  
• Free markets: supply and demand. External influences Â- what is marketing?
  
  
• Marketing orientation in your organisation
  
  
• The four Ps: Product, Pricing, Place and Promotion
  
  
• The extra Ps: the service marketing mix
  
  
• Competitive advantage and unique selling points
  
  
• Features, advantages, benefits (FAB): understanding your customers
  
  
• Forecasting life cycles, the Boston Matrix, Ansoff & Porter models
  
  
• Relationship Marketing and ParetoÂ's Law
  
  
• The Marketing process: planning, visions, missions and objectives
  
  
• Marketing Planning: the Marketing Audit, SWOT and planning process
  
  
• Segmenting and positioning in the market
  
  
• Planning and research: socio-economics, profiling, primary and secondary research
  
  
• The pricing process and price strategies
  
  
• Customer driven marketing strategies
  
  
• Consumer Behaviour: hierarchy of needs, why people buy
  
  
• Getting the most from advertising/research agencies
  
  
• The communications mix: PR, Advertising, Sales Promotion, Direct Marketing, Sponsorship
  
  
• How advertising works
  
  
• Push and pull strategies
  
  
• Advertising terminology
  
  
• Awareness, image and perceptions
  
  
• Creative themes, copywriting and strap-lines