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Introduction to Marketing - OCT

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40 Trinity Square




United Kingdom

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Refund Policy

Refunds up to 7 days before event

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This course will increase your understanding of the essential marketing toolkit so that you can return to work confident that you can make a greater contribution to the marketing decision process.

Who should attend? (Is it right for me?)

Suitable for anyone working in a marketing role (Marketing Assistant – Senior Brand Manager) or who is new to marketing who may not have had any formal training and wants to get to grips with the essentials. Also suitable for those who have worked in marketing for a while and needs a refresher on the core principles.

Learning Outcomes

  • Develop knowledge of key marketing principles, tools and techniques.

  • Discover the importance of product positioning.

  • Learn how to communicate effectively with customers using conventional, digital and social media.

  • Gain confidence in dealing with marketing issues.

  • Measure the effectiveness of marketing actions.

Course Content

Introduction to Marketing : Market Orientation

  • 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: Strategy

  • Using quantitative and qualitative market research

  • Using market segmentation, Targeting and Positioning (STP)

  • 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

Choosing Appropriate Communication Channels

  • Creating a Brand

  • Advertising – Right Message, Right Target , Right Time

  • Sales Promotion

  • Digital channels

  • Media selection and being Media Neutral

  • Online and offline choices – Integrated Media Plan

Master Key Elements of Marketing Planning

  • Analysing a product portfolio:

  • lifecycle

  • new development

  • Identifying market gaps and opportunities for positioning

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

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Date and Time



40 Trinity Square




United Kingdom

View Map

Refund Policy

Refunds up to 7 days before event

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