Fundamentals of Marketing

Overview

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 your organisation's performance through effective marketing activity.

Benefits to you and your organisation

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 enhance your skills and practical application of marketing and support your future career development.

By developing an understanding of key principles and practice, marketing staff will better work together to develop a customer and market-driven approach. This understanding of an integrated marketing approach will benefit your organisation in terms of efficiency and ensure effective performance in the marketplace.

Who this course is for

If you are newly appointed to a marketing function (less than two years' experience), or work within another function but want to understand your relationship with the marketing department and contribute to marketing strategy, this workshop is for you.

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

What you will learn

• 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.
• Market 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).

Learning approach

• An interactive style.
• Key concepts supported with examples.
• Activities to reinforce the learning.
• Discussion amongst the delegates is encouraged to share experience and examples of good practice.