Marketing Skills (2 day)

This course focuses on the nuts and bolts of marketing from understanding the structure of the marketing process to an appreciation of the tools and techniques for analysis, planning and implementation. Introduction to Marketing is the practical antidote to gut instinct and theory.

Audience

This programme serves as a practical insight for staff with technical, sales, financial, creative or support background who now need to work in or with the marketing function. It is also ideal for new marketing recruits and those with little formal training in marketing.

Skills Gained

By the end of the course participants will be able to:

• recognise the role and scope of marketing
• apply analytical tools within their own organisation
• make a positive contribution to marketing strategy in meeting the organisation's objectives
• utilise common marketing terminology and theory
• assess and implement the most practical communication tools via a structured methodical approach

Course Outline

Role and scope of marketing

• 3 missions of corporate marketing
• strategic and operational marketing
• marketing and branding

Identifying opportunities

• 7 models to audit your current situation
• models and benefits of customer segmentation
• impact of new media
• the Product or Service Life Cycle and its implications

Marketing objectives and strategies

• setting meaningful marketing objectives
• developing a marketing plan
• marketing strategies best practice

Tactics and implementation

• developing the marketing mix
• focus on pricing
• branding
• review models
• marketing information systems

Evaluation

• key performance indicators in marketing
• evaluating marketing performance through sales figures and other data