Who Should Attend?

All new marketing personnel, as well as professionals in career transition, moving into a marketing role. This course is for all marketers looking to gain a clear understanding of the core concepts of marketing, and how they 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 and marketing mix' are used to build a competitive advantage.

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

Through the use of various analytical tool, participants will gainan 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

• Defining Marketing
• Marketing Vs Selling
• The 10 'P's Of Marketing
• Marketing Research
• Customer Research
• > The Buying Decision Process
  > Market Segmentation
• Competitive Positioning
  > Porter's Five Forces Model
  > Competitive Strategies
  > Ansoff's Growth Strategy

DAY TWO

• Defining The Product
• Product Lifecycle
• Diffusion Of Innovation
• SWOT Analysis
• Product Portfolio
• GAP Analysis

DAY THREE

• Mission Statements
• Marketing Objectives & Strategies
• Marketing Planning
• Developing The Right Marketing Mix
  > Advertising & Promotion
  > Pricing
  > Place
  > People
  > Branding
• Marketing Across International Borders
• Forecasting & Budgeting
• Implementing & Evaluating

3 Days - Non-Residential

Delegate spaces available on the following course dates: