Who Should Attend?

All new marketing personnel, as well as professionals in career transition, moving into a marketing role. This course is ideal for all marketers looking to gain a clear understanding of the core concepts of marketing, and how they can apply them in today's changing business world.

About the Programme

This course provides key insights into the essentials of marketing in a clear, simplistic manner that conveys a comprehensive understanding of how the elements of 'the marketing mix' are used to build a competitive advantage.

It explains the difference between 'marketing' and 'selling', and highlights the skills required to be a successful marketer. The programme offers many ideas for developing creative and innovative marketing solutions.

Through the use of various analytical tools, participants will gain an insight into how to develop an effective marketing plan for their own product / company. A full set of customised marketing activities will create a deeper thinking of marketing strategy development, and implementation, which participants can bring back to their own organization.

Course Objectives

• To help delegates understand the importance of marketing in today's highly competitive marketplace
• To understand the importance of situational analysis and market research, as a base for preparing a successful marketing plan
• To understand the different marketing strategies available and how to apply them
• To be able to develop the right marketing mix to support the overall marketing strategy and objectives
• To understand the components of a marketing plan and formulate one that is specific to each delegate's business
• To know how to implement and measure the success of a marketing plan

What You Will Gain

• A clear understanding of the art of marketing and the impact of marketing strategies
• New approaches to marketing and how they will link to achieving the company's overall objectives
• Your own draft marketing plan to take back and implement at work

Programme Contents

DAY ONE
• What Is Marketing?
  > The Difference Between Sales & Marketing
  > Defining The Marketing Mix
• Defining The Product
• Marketing Objectives
  > What Is Strategy?
  > Organizational Mission & Corporate Objectives
• Situation Analysis
  > Marketing Environment
  > Micro & Macro Issues
• The Consumer
  > Customer Focus
  > Types Of Buyers
  > The Buying Decision Process
• The Market
  > Defining The Market
  > Market Segmentation
• Market Research
  > Types Of Market Research
  > Sampling Methods

DAY TWO
• Product - Service Positioning
• GAP Analysis
• The Product Lifecycle
  > Effects Of Extension Strategies
• Product Portfolio
  > Extended Boston Consulting Matrix
  > Competitive Forces
  > Competitive Positions
• Competitive Strategy
• Ansoff's Matrix Strategies
• Porter's Generic Forces
• U.S.P.'s (Competitive Advantage / Unique Selling Proposition)
• Developing The Right Marketing Mix
• The Product
  > Sequence For New Product Development
  > Time Adoption Of Innovations
• Reasons Why Products Fail
• Brands
  > What Is A Brand?
  > The Branding Process

DAY THREE
• Review Of The Marketing Mix
• Reasons For International Failures
• Forecasting & Financial Analysis
  > Market Sales Potential & Forecasting
  > Cost Benefit Analysis
  > Marketing Budget
• Implementation
  > Process
  > Strategy Versus Tactics
• Evaluating Success
  > Controlling & Evaluating
  > Performance Standards Or Metrics
• The Marketing Plan

3 Days - Non-Residential

Delegate spaces available on the following course dates: