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Training Course Summary:

This programme is designed for people who have not had any formal marketing training and who need to gain an understanding of what marketing is and how it can be applied to make their business more successful. It shows how marketing techniques can be used to overcome problems and take advantage of business opportunities. The practical approach used on the course, should enable those who attend to make immediate improvements when they return to work.

Who Should Attend:

People from a non-marketing background, who need to gain an overall understanding of the subject and who need to apply practical marketing solutions in their day to day work. The programme is applicable to all types of businesses including not-for-profit organisations.

Training Course Overview/Content:

Introduction & Objectives

The marketing concept
• Explanation of the principles on which effective marketing is based
• Identify customers and other important decision makers
• How customers make their buying decisions
• Profiling customers so that we fully understand their needs
• Identifying the factors which cause people to buy or not buy

Using market research to guide marketing decisions
• What information is available and how it can be used
• How to obtain the information you need
• How to achieve a 360º view of your customers
• Using a marketing database to improve performance
• How to make the best out of customers' lifetime value

Developing the Marketing mix
• Identifying the 7P’s of marketing and how they should be
combined
• How to create and launch products
• Using the product life cycle and other concepts
• How to create added value for customers
• Creating and maintaining the brand
• How to construct a pricing strategy and its impact on the brand
• Finding, developing and supporting channel partners
• Using the media and other communication tools
• Creating the right message
• How people and processes are used in marketing

How to structure a marketing plan
• How to set SMART marketing objectives
• The marketing planning process
• Analysing the internal and external environment
• Determining the market
• Developing push pull and profile strategies
• What a marketing plan should contain

Measuring effectiveness
• Why measurement is necessary and what the measurement criteria should be
• How to track the impact of different marketing actions
• How CRM systems enhance the tracking and measurement process

• Review of Programme