Introduction to Marketing
Learn the theory and then put it to the test
Course Summary
Using a combination of case studies, group activities and input sessions, this interactive course will provide you with a comprehensive understanding of the principles and practice of business to business and consumer marketing. You will also participate in a competitive computer based business project throughout the programme, enabling you to simulate marketing decisions and implement an effective marketing plan.
Who should attend?
This course is designed specifically for those about to assume some form of marketing responsibility for the first time or those who do not work directly in marketing but require a broad understanding of the roles and responsibilities of the marketing function.
By attending this course you will understand how to…
- Implement essential marketing concepts and related techniques
- Undertake marketing research and segmentation strategies - evaluate research consultancies, define the research programme, and identify your target audience
- Evaluate the elements of the marketing mix - review your organisation's strategy and define the required marketing mix
- Develop effective marketing communications - establish objectives, evaluate media and methods and use a checklist to appraise marketing and public relations agencies
- Plan new products or services and develop existing ones - at what stage of the Product Life Cycle are your products and services and what are the implications?
- Select appropriate distribution channels - understand the options and select the best methods for your product or service
- Apply the techniques of marketing management - plan, implement and evaluate a marketing strategy using a computer simulated business case study.