Professional Development

Price includes refreshments, lunch and course materials.

Level: Foundation

Key issues:

Organisations are increasingly recognising the importance of marketing’s role and contribution in achieving sustainable growth and profitability. Marketing is critical in delivering high quality and differentiated products and services that deliver value to targeted intermediaries and end users.

As marketers in these complex and dynamic sectors, this requires marketing skills and knowledge that combine marketing strategy and tactics to successfully manage and deliver best marketing practice.

The purpose of this course:

The workshop highlights the growing importance of marketing in organisations today. It will introduce you to the key principles of marketing and demonstrate how these can be applied to improve marketing effectiveness and your organisation’s performance.

Who this course is for:

If you are newly appointed to a marketing function (less than two years’ experience), or within another function wanting to understand your relationship with the marketing department and help them to contribute more to the marketing strategy, this is the workshop for you.

Directors and managers of smaller firms will gain an insight into the value of marketing for their situation.

Benefits for your organisation:

Marketing staff will work together to develop a customer and market-driven approach. An integrated marketing approach will benefit in terms of efficiency and ensure effective performance in the marketplace.

Benefits for you as an individual:

Understand what marketing is and how it improves your organisation’s profitability and competitiveness. Participate with increased confidence in the work of your department, by understanding the role and importance of marketing within your organisation. The knowledge of marketing principles can be used to support your future career development.

You will learn how to:

• Apply the basic concepts and principles of marketing to become more customer and market-driven
• Understand marketing terminology
• Segment your market
• Understand and develop an analysis of the marketing environment
• Source and use market research
• Understand the marketing mix; distribution channels, price structures, advertising, sales promotion and the relationship between sales and marketing
• Discriminate between good and bad marketing practice
• Contribute more effectively to the marketing activities of your organisation

Course content:

• Introduction to the marketing concept
• Know your market, know your customer
• The marketing environment (SLEPT)
• The marketing process
• Marketing segmentation, targeting and positioning
• Product and service marketing management. Development and differentiation of the product and service offer
• The marketing mix (price, promotion and place)

To take away from the course:

A textbook on the Principles of Marketing

Professional Standards

All of our marketing courses are based on CIM's Professional Marketing Standards, ensuring that marketers at all levels of seniority gain the practical skills that employers require to improve business performance. Review our Professional Marketing Standards framework