Introduction to Marketing

Benefits

Marketing: Part of the Process

Understanding the importance of marketing
Marketing plan vs. marketing initiatives
Marketing vs. branding
Marketing vs. advertising
Marketing vs. sales
Marketing in a new business ecosystem

Building a Foundation for Marketing Success

Conducting a situational analysis of customers, company, business and competition
Understanding the product features vs. benefits
Defining your problem or opportunity
Developing your research plan
Collecting and analysing data
Knowing your target audience

Developing and Launching Your Marketing Strategy

Establishing a strategic direction that meets your business objectives
Crafting a call to action
Tactics: the marketing mix focused on the 7Ps (product; people; position; physical evidence; place; price; and promotion)
Activation: communication channels to engage your target audience
Defining success factors
Creating a marketing calendar: strategic imperatives
Launching your strategy for success

Measuring and Monitoring Progress

Leveraging analytical tools for website conversions
Analysing data (in relation to your business objectives)
Comparing performance vs. success factors
Revisiting objectives and adjusting marketing tactics
Personal assessment - What will you implement from this learning?
Action planning

Face-to-face training

Training is held in our modern, comfortable, air-conditioned suites.

Lunch, breaks and timing

A hot lunch is provided at local restaurants near our venues:

• Bloomsbury
• Limehouse

Courses start at 9:30am.

Please aim to be with us for 9:15am.

Browse the sample menus and view joining information (how to get to our venues).

Refreshments

Available throughout the day:

• Hot beverages
• Clean, filtered water
• Biscuits

Virtual training

Regular breaks throughout the day.

Learning tools

In-course handbook

Contains unit objectives, exercises and space to write notes

24 months access to trainers

Your questions answered on our support forum.