An Introduction to Marketing - The Essential Marketing Toolkit

Overview

Master the key concepts and skills of marketing to enhance your knowledge and confidence when taking part in the marketing decision-making process.

Who is it for?

Suitable for anyone working in a marketing role who may not have had any formal training and wishes to understand the fundamentals of marketing.

Description

By the end of this course you will be able to:

• Develop knowledge of key marketing principles, tools and techniques.
• Discover the importance of product positioning.
• Learn how to communicate effectively with customers.
• Gain confidence in dealing with marketing issues.
• Measure the effectiveness of marketing actions.

What will it cover?

Introduction to Marketing

• Identifying the role and scope of marketing
• The key marketing principles and terminology
• The different marketing techniques
• Overview of concepts:
• e-marketing
• benchmarking
• relationship marketing

Understand the Market and the Customer

• Using quantitative and qualitative market research
• Using market segmentation
• Creating the differential advantage
• Identifying your customers' needs and profiles
• Developing competitors' analysis

Understand the Marketing Mix: The Four Ps

• Identifying and developing new products
• Selecting and developing appropriate promotional activities
• Choosing the right price to generate sales and profits
• Maximising service and staff potential

Master Key Elements of Marketing Planning

• Analysing a product portfolio:
• lifecycle
• new development
• Identifying market gaps and opportunities for positioning
• Choosing appropriate communication tools:
• advertising
• sales promotion
• Understanding the impact of branding
• Working with sales channels
• Setting pricing policies

Monitor Results Effectively

• Analysing sales reports
• Identifying and interpreting key performance indicators
• Identifying trends and forecasts
• Setting new objectives and adjusting your policy