Marketing Essentials

Marketing Essentials
Marketing is too often viewed purely as a management function, rather than a philosophy that is the driver for all successful businesses. Consequently, regardless of position held within an organisation, there is a need for all managers to have a firm grasp of the essentials of marketing and the creation of a customer focus. The speed of change in the external world makes it more vital than ever that businesses align their activities around an understanding of this environment.
The course will look at the key marketing concepts and principles, whilst cutting through the jargon and mystique that often serves to confuse understanding of the discipline. It will explain the purpose of the primary marketing tools whilst giving tips on how to use them successfully. Delegates will able to contribute with more confidence to the achievement of their organizations†objectives following attendance.

Course Objectives

• Understanding the role of marketing in an organisation
• Establishing a framework for assessing the business, marketplace, customers and opportunities
• Developing a marketing strategy to deliver long-term growth
• Practical advice on how to use the tools of marketing successfully
• Enabling a fuller contribution to the marketing process

Who Will the Course Benefit?
All managers and directors wishing to further their understanding of marketing and how it can benefit them and their organisations. This will embrace those who are making a move into a marketing position for the first time, but also those who work with the marketing function and would like a better insight into its activities. It will also benefit directors and owners of small companies.

Course Duration
1 Day

Course Content

• The Marketing Concept
• What Marketing is and is not
• Marketing†s Role in an Organisation
• Developing a Framework
• The Role of Market Research
• Undertaking the Marketing Audit
• Understanding the Business, Marketplace and Customers
• The SWOT Analysis
• Developing a Strategy
• The Concept of Segmentation
• Establishing Target Markets
• Identifying Sources of Competitive Advantage
• Creating a Positioning
• The Role of Brands
• The Marketing Mix and their Roles
• Developing the Marketing Plan
• Evaluation

PL2275 - Marketing Essentials.pdf