MARKETING ESSENTIALS

MARKETING ESSENTIALS

Duration:
1 day

Intended for:
Marketing Essentials cover the basics of marketing and are intended not only for people who are new to a marketing role, but just about anybody in the organisation. A basic understanding of the subject is particularly valuable to people in management, selling and customer service roles.

Contents:
Marketing Essentials will help participants understand marketing concepts and how they link to the growth strategy of the business. It will also give participants a solid grounding in market analysis and how marketing influences customers. The Marketing Essentials training course includes:
Cookies – In this activity learners are introduced to the concept of marketing by considering how a small local business should market itself.

What is marketing? – This short exercise helps learners to understand what marketing is and the wide range of business activities it involves.

Growth Strategies – Learners find out about different types of growth strategies adopted by businesses and how important it is for marketing to align to strategy.

The Marketing Mix – The Marketing Mix and the Extended Marketing mix are explained to learners.

The Marketing Triangle – Participants are provided with a logical approach to marketing using our marketing triangle.

The Marketing Triangle: Understand – The importance of market research is explained and learners find about the four elements they need to understand to market effectively. There is also a short introduction to the PESTEL analysis.

The Marketing Triangle: Solve – The importance of providing solutions based on customer requirements is explained.

The Mystery of the British Motor Cycle Industry – The British Motor Cycle industry is used as a case study to consider what can happen when products no longer meet customer requirements.

The Marketing Triangle: Communicate – Learners are introduced to the promotional mix and the various communication media available. They are then asked to apply this information in a brief activity.

Promotional Poster– An activity to consolidate key themes covered during the training.

Objectives:
At the end of this Marketing Essentials training course, participants will be able to:

  • Explain what marketing is and how it links to the growth strategy of a business
  • Identify the components of the marketing mix and extended marketing mix and explain how marketing affects all areas of the business
  • Use the marketing triangle as a logical and customer centred approach to marketing