Marketing Principles

Overview

Every organisation understands the importance of marketing and its contribution to achieving growth and profitability. Through marketing, organisations can build awareness, generate interest, and foster customer loyalty. This course introduces the key marketing concepts, tools and models to ensure that your marketing investment can establish a strong market presence, build relationships with customers, and achieve success in a competitive landscape. The course is supported with best practice examples demonstrating how to improve marketing effectiveness from across B2C, B2B, NFP and the public sector.

Who should attend?

No prior knowledge of marketing is required. Suitable for those working in B2C, B2B, NFP and the public sector.

Learning outcomes

• The core principles of marketing: concepts, models and techniques 
• How marketing builds customer relationships and value 
• Review marketing planning frameworks, including SOSTAC® 
• How to use market research in different marketing contexts 
• The importance of brand positioning and proposition development 
• Profiling, segmentation and targeting strategies  
• How to manage customer experience and the customer journey  
• Product, pricing, channel management and customer service 
• How to ensure your marketing is ethical and legally compliant 
• How to measure the effectiveness of marketing campaigns