Principles of Marketing Course

Is it right for me?

What will I get out of it?

Participants will be introduced to industry recognised marketing models and tools. They will examine the purpose of the marketing audit, the marketing mix and communication mixes and how a campaign is planned and presented.

By the end of this course you will be able to:

• Define what marketing means and where it begins
• Recognise the need and principles for a market audit and strategic plan
• Consider elements of the marketing mix
• List the steps of a customer’s decision making process
• Apply industry recognised models and techniques to smooth your path to an effective marketing campaign
• Structure a marketing plan

What does it cover?

Definition of marketing

Organisational philosophy and mission statements

The marketing process

The market audit

• Market research
• Competition and rivalry
• Position swapping
• SWOT analysis
• Critical success factors

The marketing plan

• Why you need one
• What to include
• Importance of timing
• Cost implications
• Monitoring success

Product development

• Market differentiation and segmentation
• Image and branding
• Product life cycle
• Market growth vs market share

Key factors to consider

• The marketing mix – 7 Ps
• The promotional mix
• Features, advantages or benefits
• Distribution channels

Presenting a marketing plan

• Presentation tips
• Planning and/or practice

Action planning

• Planning to apply key learns from the course