Marketing Essentials Training Course
This two-day training program aims to help you transition from thinking like a consumer to thinking more like a marketer.Our Marketing Essentials course has been developed to give an insight to those new to marketing an understanding of the concepts and processes involved. It takes a step by step approach to clearly outline the whole marketing process from market research to putting together a marketing strategy and a marketing plan. Fundamental marketing concepts will be clearly explained through discussions, examples and activities. In this program, we will also explore the dramatic changes in marketing due to the new advancements in technology, social media and the internet.
Marketing is one of the most misunderstood disciplines in management today. It is commonly used as a synonym for activities related to shopping, but it goes far beyond selling a product. In addition, many people believe they are experts in marketing, having shopped for various items all their lives and having been exposed to many advertisements. In this introductory marketing course, you will learn the theories of marketing through practice (examples and illustrations). This course will explain what marketing management is all about in the simplest of terms and lay the foundation to your pathway to excellence in the wonderful world of marketing.
Duration: 2 Days
Audience: Marketing professionals
The training course, ‘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.
Effective marketing is vital to ensure the survival and growth of any business. It does not matter whether the business is large or small or what products or services the business supplies, the truth is that effective marketing cannot be ignored and is essential for any successful organisation.
These training course, ‘Marketing Essentials’ will help your participants understand marketing concepts and how they link to the growth strategy of the business. They will also give participants a solid grounding in market analysis and how marketing influences customers. The Marketing Essentials training course materials include:
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
Training Course Objectives
At the end of this Marketing Essentials training course your 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
- Understand what marketing is and differentiate between sales and marketing.
- Describe key marketing concepts and terminology.
- Prepare to commission research and put together a research brief.
- Demonstrate knowledge and practice steps needed to create a complete marketing strategy.
- List the components of a marketing plan.
- Recognize today’s changes in marketing in response to the rise of technology, connectivity, social media and the internet.
Outline of topics
Marketing Vs Selling
Key marketing concepts
The new marketing realities.
Problem identification and problem solving research.
Types of research data
Putting together a research brief and preparing to commission research
Module 3: The Marketing Strategy:
Defining the Mission.
External influences / PESTLE analysis.
SWOT analysis – Strengths, Weaknesses, Opportunities and Threats
Setting marketing objectives
The marketing strategy and marketing mix (4P’s)
Module 4: The Marketing Plan:
Why is a marketing plan necessary?
Contents of a marketing plan.
Implementation – making the marketing plan work.
Marketing plan evaluation and control.
Module 5: Marketing in a connected world:
Major changes in today’s connected marketplace.
The power of the “F” Factor (Friends, Family, Facebook, Fans, Followers).
Connectivity as the game-changer of marketing.
From traditional to digital marketing
Competitive review game – An Exciting review challenge (Power Point Game) to end your training on a high note!
The Fully Customizable Training package includes:
FULLY SCRIPTED TRAINER GUIDE:
Group exploration and facilitator-led discussions
Best practice theory exploration