Principles and Practice of Marketing (5 day)

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Course Overview

In an increasingly competitive world, marketers and those associated with marketing activity need to be increasingly professional and skilled in the use of marketing practices. This is not only because of the costs involved in modern professional marketing processes but because the world and its markets are changing at an increasingly rapid rate. Anyone working in a marketing role, or with marketers, needs to become a contributing stakeholder in the quickest possible time offering both theoretical and practical support to the marketing team.

This course is designed to fast track you through the purpose of marketing in your organisation and ensure your early contribution to marketing activity. It will explore the main concepts, tools and language used in marketing and most importantly how these are, or could be, used to identify market opportunities for business development. Crucially, the content will address a practical approach to marketing planning and how to write a marketing plan.

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

Benefits for your organisation:

The essential benefit to organisations is that delegates will be 'brought up to speed' more quickly than by the traditional and outmoded learning on the job approach. Clearly, today, with the resource and time constraints imposed on most employees and teams, the opportunity to have more people making more meaningful contributions quickly is very desirable.

Benefits for you as an individual:

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 the language and implement the tools of marketing, so that they can be integrated into planned marketing activity.

You will learn how to:

• 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 marketing planning tool to explore and build a plan to penetrate a real-life market

Course Outline

• Understanding the role and purpose of marketing
• Studying markets and customers - the marketing audit
• Segmenting both B2B and B2C markets
• Identifying sources of competitive edge and value propositions
• Creating a 'sellable' marketing mix using the 7Ps
• Understanding the process of effective marketing planning
• Writing a marketing plan

To take away from the course:

• Textbook on the principles and practice of marketing
• An electronic format planning guideline and template

Principles and Practice of Marketing (5 day) / 0019