Marketing – An Introduction

2 Days

Introduction

Marketing has been defined in many different ways. Stated simply, marketing is concerned with the creation of ‘value’ and exchange of these ‘values’ between marketers and their customers. Hence, marketing refers to everything that a firm needs to place its products, services or ideas in the hands of its potential customers.

Marketing is an essential element for every business. It can be that one missing piece of the puzzle, and when it fits, the big picture is revealed. This course will provide an introduction to marketing and its benefits. If you are not marketing your business you will not grow, and if you do not grow you will not succeed.

This introduction to marketing course will provide the basic knowledge to you and to build and grow your business. Marketing has changed a lot recently and having a new perspective will give you new information to assist in your marketing decisions. No matter what your product or service is, your business will benefit with a better understanding of marketing.

Programme Objectives:

• Define your market.
• Know the different types of marketing and ways to use them.
• Learn effective ways of communicating with the customer.
• Know how to set marketing goals and strategies.
• Recognize common marketing mistakes and know how to avoid them.

Method and Approach

This programme will involve the use of slides, handout material, work manual with all instructor notes and slides, examples of best practice, appropriate videos and appropriate video material.

The use of flip-charts, syndicate workshops and reporting back sessions will encourage a fully participative and enjoyable event. Delegates will be encouraged to participate actively in relating previous work experiences.

Who Should Attend

The course will suit employees in a number of roles, including those in a leadership role with responsibility for revenue targets, in sales or marketing role who have no formal marketing-related qualifications or who manage a team that is accountable for target achievements.

Course Content

This two-day workshop will cover the following subjects:

Module One: Getting Started

• Introduction to the course
• Workshop Objectives
• Pre-Assignment
• Action Plans

Module Two: What is Marketing?

• What is a Market?
• Marketing is Not Selling
• Understanding Customer Needs
• Defining Your Product or Service
• Case Study
• Module Two: Review Questions

Module Three: Common Marketing Types (I)

• Direct Marketing
• Active Marketing
• Incoming Marketing
• Outgoing Marketing
• Case Study
• Module Three: Review Questions

Module Four: Common Marketing Types (II)

• Guerrilla Marketing
• B2B Marketing
• B2C Marketing
• Promotional Marketing
• Case Study
• Module Four: Review Questions

Module Five: The Marketing Mix

• Product
• Price
• Promotion
• Place
• Case Study
• Module Five: Review Questions

Module Six: Communicating the Right Way

• The Marketing Pitch
• Sell Value Not Price
• Fun and Entertaining is Powerful
• Choosing the Right Media
• Case Study
• Module Six: Review Questions

Module Seven: Customer Communications

• Give Your Customers a Voice
• It’s Not About You, It’s About Them
• Every Interaction Counts
• Answer Questions Honestly
• Case Study
• Module Seven: Review Questions

Module Eight: Marketing Goals

• Brand Switching
• Repeat Purchases
• Brand Loyalty
• Inform and Educate
• Case Study
• Module Eight: Review Questions

Module Nine: The Marketing Funnel

• Awareness
• Interest
• Desire
• Action
• Case Study
• Module Nine: Review Questions

Module Ten: Marketing Mistakes (I)

• Not Taking Social Media Seriously
• Not Having a USP
• Cross Cultural and International Translations
• Not Building a Relationship
• Case Study
• Module Ten: Review Questions

Module Eleven: Marketing Mistakes (II)

• Not Having a Plan
• Aiming at Everyone
• Not Tracking Metrics
• Not Listening to Your Customers
• Case Study
• Module Eleven: Review Questions

Module Twelve: Wrapping Up

• Words from the Wise
• Lessons Learned
• Completion of Action Plans and Evaluations