Anyone who runs a business of any kind, will know that
the true question is not whether we need marketing, but
how much we need? An organisation can develop the best
products on the market or develop products that no-one
else is able to offer, but it will fail if the product
has no market or if the market doesn’t know about
the product. This is where marketing comes in.
Marketing is the function in an organisation that: determines
customer needs and wants; identifies market segments;
matches product development to needs and wants; targets
and positions product offerings; determines where customers
will obtain the product and at what price; ensure customers
are aware of the product and want to purchase it –
whether it is a physical or abstract product (service).
Unfortunately marketing is a massive field of study,
with dozens of sub-fields and areas of expertise, e.g.
event management, CRM, brand management, customer service,
sales, market research, merchandising, business-to-business
marketing, services marketing, direct marketing, strategic
marketing, outdoor advertising, above-the-line advertising,
e-marketing, below-the-line advertising, ambush marketing,
multi-level marketing, guerrilla marketing, etc. This
means that any short course cannot deal with every single
aspect of marketing, nor deal with any single aspect in
too much detail. What this course will do is provide delegates
with a good general understanding of marketing and the
most important marketing principles and ensure that delegates
can prepare a marketing plan.
We will look at:
• Marketing and the Marketing Concept
• The Marketing Environment
• Consumers and Customers
• Marketing Research
• Segmentation, Targeting and Positioning
• The classical Marketing Mix: Product, Price,
• Marketing Strategy and the Marketing Plan
Who should attend?
This course is written at a high level and is therefore
suitable for any manager, executive or small business
owner who needs a thorough understanding of marketing.
It is also suitable for anyone working in a marketing
environment or marketing related environment, but who
has not undertaken formal marketing studies.