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Introduction to Marketing

Duration:2 Days
Cost:€940 + VAT
Ref:PM

This marketing course gives you a basic toolkit of practical marketing skills to help you boost bottom line performance

Book now >

Cost €940.00 Duration 2 days Code PM

Hear what people say

Who is it for

All those new to the marketing function will benefit from attending, as will members of staff who are customer facing and need to be aware of consumer and marketing principles

What is it about

A comprehensive awareness of marketing principles is useful for anyone keen to create and maintain customer relationships. This course covers the principle theory and practice of marketing, and includes practical examples and exercises to aid understanding. Following this course, delegates will be equipped to assess the marketing process in their organisation, understand how their products are positioned, and work more effectively with suppliers and agencies.

Course Overview

Definitions and origins of marketing
Differences between Product-led, Sales-led and Marketing-led organisations
Free markets: supply and demand. External influences what is marketing?
Marketing orientation in your organisation
The four Ps: Product, Pricing, Place and Promotion
The extra Ps: the service marketing mix
Competitive advantage and unique selling points
Features, advantages, benefits (FAB): understanding your customers
Forecasting life cycles, the Boston Matrix, Ansoff & Porter models
Relationship Marketing and Pareto's Law
The Marketing process: planning, visions, missions and objectives
Marketing Planning: the Marketing Audit, SWOT and planning process
Segmenting and positioning in the market
Planning and research: socio-economics, profiling, primary and secondary research
The pricing process and price strategies
Customer driven marketing strategies
Consumer Behaviour: hierarchy of needs, why people buy
Getting the most from advertising/research agencies
The communications mix: PR, Advertising, Sales Promotion, Direct Marketing, Sponsorship
How advertising works
Push and pull strategies
Advertising terminology
Awareness, image and perceptions
Creative themes, copywriting and strap-lines

What will I get out of it?

Increase returns on investment by successfully segmenting, profiling and targeting your customers
Maximise the effectiveness of promotion, advertising, direct marketing and other campaigns
Establish competitive advantage by identifying the benefits and unique selling points of your product or service