Introduction to marketing

A toolkit of practical marketing techniques

Introduction

This course covers the principle theory and practice of marketing, and includes practical examples and exercises to aid understanding. Participants will be equipped to assess the marketing process in their business, understand how their products are positioned, and work more effectively with suppliers and agencies.

Objectives

Obtain skills to segment, profile and target customers for increased return on investment
Develop the ability to create effective promotion, advertising and direct marketing campaigns
Establish the tools to give you a competitive advantage by identifying the benefits and unique selling points of your product or service

Course Content

Definitions and origins of marketing
Differences between product-led, sales-led and marketing-led organisations
Free markets: supply and demand
Marketing orientation in your organisation
The four P’s and the extra P’s
Competitive advantage and unique selling points – Features, advantages, benefits
Forecasting life cycles, the Boston Matrix, Ansoff & Porter models
Relationship marketing and Pareto’s law
Marketing planning: the marketing audit, SWOT and planning process
Segmenting and positioning in the market
Pricing processes and strategies
Customer driven marketing strategies
Consumer behaviour: hierarchy of needs, why people buy
Getting the most from advertising/research agencies
The communications mix
How advertising works and advertising terminology – push and pull strategies