15% off all virtual courses booked before 31 July, plus an additional 15% off for members. Valid on courses delivered from now until 30 September 2022. Use code DISCOUNT15. T&Cs apply.



Organisations are increasingly recognising the importance of marketing’s role and contribution in achieving sustainable growth and profitability. This course will introduce you to the key marketing concepts, tools, models and requirements of modern-day marketing; the foundations on which to plan and implement marketing strategies that will deliver success in the marketplace. The course is supported with case studies and best practice examples demonstrating how to improve marketing effectiveness.

Who should attend?

If you are new to marketing or you work within another function and want to understand your relationship with the marketing team and the role and importance of marketing in your organisation. 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


A great course and tutor, all content was explained well and questions answered thoroughly.

Sam Briggs, Postgraduate Recruitment Officer University of Lincoln

The trainer was very knowledgeable and provided real life case studies, putting all principles into practice.

Hannah Carlton, Development and Alumni Officer University of Lincoln

Course Dates

Start Date Duration Location
25 Jul 2022 1d Virtual
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23 Sep 2022 1d Virtual
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28 Oct 2022 1d Virtual
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15 Dec 2022 1d Virtual
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Course Director

Richard Mayer

Richard has been actively involved in marketing training and education for over 20 years working for a range of clients across multiple sectors both in the UK and internationally including HSBC, Heinz, Microsoft, Jaguar Land Rover, Ford and Sony. Richard is passionate on the central role and contribution that marketing can play in delivering business performance. His main interest lies in improving professional marketing standards for individuals, marketing teams and organisations with a specific focus on marketing strategy, marketing planning and execution, brand management and marketing communication.

Virtual delivery

Our virtual delivery format is designed to deliver engaging and interactive experience using short bursts of content delivery, group breakouts, interactive polls, multimedia case histories and how-to-do workshops.


To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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