Marketing Skills (5 day)

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Course Overview

This course is designed to introduce you to the purpose of marketing activity in your organisation. It will explore the concepts, tools and language used in marketing programmes, and how the tools can be used to identify and exploit opportunities to achieve your organisation's business aims.

Audience

This course will interest newcomers to marketing, whether they are new to business or migrating from another role. It will prove valuable to those working with marketing resources, wishing to develop a greater understanding of their activities.

Skills Gained

Your delegate will have the confidence to contribute to marketing activity in a professional way, gaining experience of analysing markets and developing marketing plans.

A pc-based marketing planning template used by delegates throughout this course will be available to take back to your organisation.

You will able to offer more support to your organisation's marketing processes and where appropriate create these processes on a more professional basis. You will be able to understand that language and implement the tools of marketing, so that they can be integrated into planned marketing activity.

Course Outline

• Define and assess the role of marketing activity in your organisation
• Develop a customer focus based on customer 'needs' rather than business features
• Divide a 'market' into useable smaller markets that can facilitate business development - known as segmentation
• Conduct a marketing audit using both field and desk research sources
• Rationalise audit information using SWOT analysis to identify useful market segments
• Develop a marketing mix, including strategies for managing products and services, solutions, pricing, channels, marketing communications and backup programmes
• Combine all the elements of research, marketing audits, planning and segmentation to create a competitive edge
• Build and present a marketing plan from the collation of all the knowledge gained
• Use a simple pc-based marketing planning tool to explore and build a plan to penetrate a real-life market

Marketing Skills (5 day) / 0019