Marketing Toolkit Programme, The
Study marketing concepts and processes in a flexible programme format
Course Ref: 0018 | CPD Hours: 23 | Price: £ 2250(exc. VAT) | Member Price: £ 2025(exc. VAT)
3 day course combining online study with a three day practical workshop. Workshops at Moor Hall are residential and include full board, tuition and materials. Workshops held in London are non-residential and include lunch, refreshments and materials.
We can also train a group, or customise a training course to your specific needs, please email us for further information.
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Clearly, as marketing becomes ever more important to organisations in an increasingly competitive environment, those joining marketing teams need to be able to make informed contributions as early as possible in their career. Equally, as marketing impacts on many other organisational functions, these personnel may want a solid understanding of what marketing is and does.
The long-term aim of course is to increase knowledge and skill levels resulting in greater professionalism, efficiency and effectiveness albeit at a basic, introductory level. This raising of skills threshold can only be of benefit to the marketer, marketing team and organisation as a whole. It will lay the foundation for further training and skills/knowledge assimilation whilst also acting as a signpost for personnel on where their career development could lie.
New programme format – this course includes an element of self-study, whereby individuals cover the marketing theory (core concepts and tools of marketing) via a series of online tutorials. This is followed by a three day practical workshop where delegates can put this knowledge into practice.
Your employee will be more able to contribute to marketing activity in a professional way, gaining experience of analysing markets and developing marketing plans.
Following successful completion, 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 learn the language and be able to implement the tools of marketing, so that they can be integrated into planned marketing activity.
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Define and assess the role of marketing activity in your organisation
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Develop a customer focus based on customer 'needs' rather than business features
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Divide a 'market' into useable smaller markets that can facilitate business development (known as segmentation)
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Conduct a marketing audit using both field and desk research sources
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Rationalise audit information using SWOT analysis to identify useful market segments
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Develop a marketing mix, including strategies for managing products and services, solutions, pricing, channels, marketing communications and backup programmes
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Combine all the elements of research, marketing audits, planning and segmentation to create a competitive edge
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Build a plan related to your own organisation
Following the workshop part of the programme you will be invited to submit a written marketing plan based on the course SOSTAC model. This will be reviewed and returned to you with comments from the course tutor.
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What marketing is and what it does Understanding customer ‘needs’
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The crucial concept of market segmentation
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Conducting a marketing audit and its related tool of marketing research
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Using SWOT to rationalise the audit and identify strategic options The marketing mix or 7 Ps, its components, development and management
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Competitive edge, value propositions and other concepts to open the winning route
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Using the SOSTAC formula to build a marketing plan
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Online self study materials and exercises
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A relevant course book
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An opportunity (should you wish) to prepare your own marketing plan and submit it to your tutor for appraisal and comment
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.
Support/Practitioner
All of our marketing training is based on the CIM's Professional Marketing Standards framework, ensuring that marketers at all levels of seniority gain the practical skills that employers require to improve business performance. Please take your time to review our standards framework, if you have not already done so.