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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).

Course Outcomes

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, Place, Promotion

• 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.