Marketing fundamentals part one: understanding marketing principles

This one-day course is perfect for anyone new to a marketing role. It's especially suited to support staff who have not taken any formal marketing qualifications and those outside the department who nonetheless deal with marketing issues.

It gives attendees an overview of the whole marketing process, and equips them with an understanding of the marketing concepts (and jargon) they are likely to encounter. As a result, it will give them an improved ability to communicate with colleagues on marketing issues and a clearer understanding of the role they can play in the marketing of the organisation.

Course content

Session one: marketing explained

• What is marketing?
• The importance of marketing.
• The marketing process.

Session two: your organisation's place in the world

• Understanding market forces: what affects your organisation?
• Understanding competitors: what are the implications of what they do?
• Understanding your own organisation: how do other areas connect with marketing?

Session three: customers

• Customers: how and why to place them at the centre of your activity.
• Customers: who are they? (The principles of segmentation).
• Customers: what makes them buy?

Session four: tools and techniques

• The four P's of marketing: product, price, place and promotion.
• The extra three P's of services marketing: process, physical evidence and people.
• The marketing toolkit: advertising, public relations, personal selling, direct marketing, electronic marketing.

Session five: summary and objectives setting

This final session gets delegates to set their own objectives as a result of the course - what can they do different tomorrow morning that will help the organisation's marketing efforts?

Course delivery

This course will be tailored to your organisation, including the inclusion of the issues you identify that you are facing. This makes the day more meaningful to the delegates and more valuable to them and your organisation.