Marketing Fundamentals

How marketing works to build business

2 Days - Non Residential

This is the definitive programme for those who want a full understanding of the marketing function. All aspects of marketing are covered in an interactive way with tutor led sessions and practical exercises. This course is the first choice for those who perform, or who are about to perform, a marketing role and who may not have had any formal training.

 

No other introductory Marketing course gives you more...

Delegate spaces available on the following course dates:

Non-residential Courses

The course fee includes all course materials, use of video and other training equipment as required. Lunch and light refreshments are included in the fee for all courses of one day, or longer, in duration. The number of delegates attending each course is limited in order to ensure individual participation. If overnight accommodation is required we can provide details of local hotels.

 

Programme Contents

The Elements of Marketing
- What is Marketing?
- Your Marketing Orientation
- Marketing – A Total Concept
- The Marketing Mix
- Marketing vs Selling
Marketing Research
- Internal and External Research Methods
- Qualitative and Quantitative Research
- Test marketing
Market Segmentation
- Geographic, Demographic, Psychographic
- Business to Business Classification
Marketing Management
- Strategic Pricing Policies
- Factors Affecting Price
- Forecasting
- Environment and Market Factors
- Product Development
- Product Life Cycle
- New Product Development
- Product and Market Strategies
- Portfolio Analysis                   
- Marketing Plan Strategies               
- Strategies for Dealing in Competitive Markets   
Marketing Communication               
- Advertising – Above and Below the Line   
- The Advertising Plan                   
- Marketing on the Internet
- Publicity and Press Relations               
- The Role of the Sales Force
- Sales Promotion Offers
- Direct Marketing
- Marketing Development Plans
Personal Action Plan


What you will get from this course:

• 1. Knowledge of the jargon used in marketing - and what it really means
• 2. Understanding of the key marketing management tools, as used by professional marketeers
• 3. Information on how to bring a new product or service to the market
• 4. Tips and techniques required for successful marketing communication
• 5. A Course Certificate
• 6. A CD of up to date self-development and reference materials to reinforce your learning
• 7. On going support via e-train, Spearhead’s scheduled e-communications of additional tips and advice to sustain your motivation and support your personal development when you are back at work
• 8. Access to the Spearhead telephone Help-line so you can get individual post-course support from your tutor when you want it



Description of Course:

This marketing training course begins by defining marketing and identifying the key elements. This is followed by an examination of the steps in the marketing process. The various marketing scenarios are considered i.e. business to business, and business to consumer marketing along with the key issues of marketing a product or service.

There are numerous exercises to provide delegates with a greater understanding of marketing and real life examples are used throughout this marketing training course so that delegates can relate to key marketing concepts.

The course alos covers the key marketing management tools that are used professional marketeers. The process of bringing a new product or service to the market is analysed along with how they are best managed throughout their life cycle.

Toward the end for the course delegates will explore marketing communication, including advertising. Delegates will discover the techniques required for successful marketing communication and they will also have chance to appraise current examples used by marketeers. Marketing jargon is unravelled during the whole programme.

Group numbers are strictly limited to ensure individual delegate understanding.

The marketing function of a business plays a vital role in it’s success. Whilst marketing is often considered to be a black art, there are many tools and techniques that can be use to enhance the marketing effort.

Therefore investing in marketing training will make a positive contribution to the business performance and is therefore a sound business investment.

Most of us are exposed to marketing in some form and therefore most of us have an opinion of marketing. There are many ways of going about marketing a product of a service. Which one is right or wrong; good or bad? The course considers these many issues and distils them into easy to use tools that delegates can apply to their individual situation.

We have chosen tutors that run this course that have a great amount of experience in the field of marketing. They also hold an active marketing role and are therefore in touch with current marketing ideas and concepts.

We a have a programme of constantly updating our course material. Delegates attending the course receive a CD containing detailed course notes to help them when returning to the work place. The material contains numerous tools along with useful guidelines and tips.

In addition delegates have access to the post course help line that they can use for post course support. This service includes helping delegates implement learning points into their job role; answering any additional questions that they have when returning to work; and even to provide a second opinion of marketing work they have produced.

This marketing training course therefore provides delegates with post course support to assist in their marketing efforts.

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