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Introduction To Marketing

Course_Reference: 
REEPM
Manufacturer: 
0
Training_Provider: 
35
Summary: 

This course is for those new to marketing. Delegates will be introduced to the importance of identifying customer needs; learn how to target customers; learn how to match their services to customer requirements and learn in detail the Four Ps of Marketing: Product, Pricing, Placing and Promotion.

Audience: 

For all those new to the marketing function as well as those who are customer facing and need to be aware of consumer and marketing principles in general.

Objectives: 

  • The corporate marketing mix
  • Definitions for practical marketing
  • Differences between Product-led, Sales-led and Marketing-led organisations
  • The marketing process
  • Customer profiling and targeting
  • The marketing planning process
  • Sub-sets of marketing
  • Direct marketing, Franchising, Distributing etc

  • Free markets: Supply and demand. External influences what is Marketing? Definitions
  • The Marketing process: The ingredients, planning, visions, missions and objectives
  • The four Ps: Product, Pricing, Placing and Promotion.
  • Features, advantages, benefits (FAB)
  • Market shares: Forecasting, life cycles, the Boston Matrix. The Marketing Audit segmenting and sectoring
  • Planning and research: Methods and sources of data. Socio-economics, profiling, primary and secondaryresearch.
  • The pricing process, discounting, positioning
  • Customer driven marketing strategies
  • Preparing a market research project: Hierarchy of needs, why people buy. Structure of a typical market research agency
  • The communications mix: PR, Advertising, Promotions, Sales promotion, Brochures
  • Briefing advertising agencies: Structure of a typical advertising agency. Advertising terminology.
  • Awareness, image and perceptions. Themes, schemes and straplines, creative briefing
  • Routes to market: Placing the offering. Sales planning, logistics. Franchising, retailing, wholesaling, tele-selling, direct marketing

Description: 

This course is for those new to marketing. Delegates will be introduced to the importance of identifying customer needs; learn how to target customers; learn how to match their services to customer requirements and learn in detail the Four Ps of Marketing: Product, Pricing, Placing and Promotion.

Keywords: 
Marketing,identifying customers needs,target customers,match customer requirements,the four ps of marketing

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