Making Sense of Marketing

Overview

In organisations today different departments are working more closely together to achieve lean working practises to generate competitive advantage.

This course is designed for anyone who regularly deals with the marketing department and needs to understand the processes and philosophy of the marketing approach.

Prerequisites

Suitable for anyone who has regular dealings with the marketing function and needs to understand the role that the marketing function has, and how this role interacts with your job function. This course will provide you with the insight needed to get the most out of the two departments.

Delegates will learn how to

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

• Understand the philosophy of Marketing
• Define a customer led vs a product led company
• Relate to the impact of marketing activity on your department/function
• Use the marketing tools of analysis
• Evaluate the impact of marketing strategies
• Understand the marketing process and its contribution to business effectiveness

Course Outline.

The Marketing Process and Philosophy

• Marketing definition
• Customer led vs product led
• Whose job is marketing?

The Marketing Mix

• The original 4p’s of marketing
• The additional 3P’s of service marketing
• The interaction of the marketing mix with other departments

Marketing Planning

• Marketing plan structure
• Developing marketing objectives
• Integrating marketing plans with business plans

Market Analysis

• Using the tools of analysis
• Interpreting the data
• Building a marketing information system

Segmentation, targeting and positioning

• The key criteria for segmenting markets
• Targeting the most appropriate markets
• Understanding the prime role of product positioning

Pricing Strategy

• Setting the price and determining profit
• Some approaches to pricing strategy
• Understanding the issues of price and cost

Distribution

• Determining the most appropriate distribution strategy
• Reading the distribution statistics
• Using ecommerce to meet customers’ needs

Marketing Communications

• Getting the message across to prospects and customers
• Choosing the right media
• Developing a brand image

Marketing Metrics

• Measuring the marketing outcomes
• Setting up the means of measurement
• Feeding the results into future actions

Marketing Audit

• Undertaking a marketing audit
• Acting on the audit results
• Using the audit across the business