Master the key concepts and skills of marketing to enhance your knowledge and confidence when taking part in the marketing decision-making process.
Is it right for me? Suitable for anyone working in a marketing role or who is new to marketing who may not have had any formal training and wants to get to grips with marketing essentials. What will I learn? 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
The course either has new dates in data loading, or is only run as a dedicated or In Company course.