Marketing fundamentals part two: applying marketing principles

This one-day course builds on 'marketing fundamentals part one' by helping delegates turn their knowledge into marketing plans. It is therefore perfect for marketers who are looking to play a bigger role in the planning process.It is also ideal for people in 'non-marketing' roles who nonetheless are heavily involved in product or service delivery.

It broadens attendees' perspective on the marketing issues faced by their organisation and their department. It also provides them with marketing planning templates so that they can apply their learning in real customer-focused activity.

Course content

Session one: marketing in more detail

• What's the difference between marketing and sales?
• Understanding customer requirements, including through market research.
• Competitor analysis techniques.

Session two: branding and innovation

• Branding and positioning.
• Marketing innovation, including case studies form Swatch to eBay.

Session three: the 'APIC' marketing planning framework

• Analysis. Where are we now and what's going on 'out there'? Including 'PEST' factors, competition and customers.
• Planning. Where do we want to get to? Including segmentation, targeting, positioning and objective-setting.
• Implementation. How will we get there? Including making decisions on the seven P's of marketing.
• Control. How will we measure success?

Session four: creating your marketing plan

• A review of the marketing concepts in context.
• Beginning the completion of marketing planning templates for each area.
• 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. In particular, it involves identifying issues for additional research and exploration.

Course delivery

The sessions will be interactive, combining presentation, discussion and group exercises. This all helps to ensure that topics of particular relevance to your organisation are delivered.