Course Outline · 2 Days
marketing essentials
Marketing coordinators, brand managers, business owners, entrepreneurs, sales professionals transitioning into commercial marketing, and department heads seeking structured commercial alignment.
This two-day training programme aims to help you transition from thinking like a consumer to thinking more like a marketer. It takes a step-by-step approach to clearly outline the whole marketing process from market research to putting together a marketing strategy and a marketing plan. Fundamental marketing concepts will be clearly explained through discussions, examples, and activities. In this programme, we also explore the dramatic changes in marketing driven by new advancements in technology, social media, and digital connectivity.
At a glance
- Duration — 2 Days
- Who it’s for — Marketing coordinators, brand managers, business owners, entrepreneurs, sales professionals transitioning into commercial marketing, and department heads seeking structured commercial alignment.
- Delivery — Interactive, in-person and hands-on
Delivery methods
- Self-discovery and critique
- Group exploration and facilitator-led discussions
- Game-based learning
- Practical marketing strategy and planning exercises
- Best practice marketing theory exploration
- Understand what marketing is and clearly differentiate between sales and marketing.
- Describe key marketing concepts, frameworks, and terminology.
- Prepare to commission research and put together a professional research brief.
- Demonstrate knowledge and practise the steps needed to create a complete marketing strategy.
- List the essential components of a working marketing plan and measurement controls.
- Recognise today’s changes in marketing in response to the rise of technology, connectivity, social media, and the internet.
Marketing Primer
- What is marketing?
- Marketing vs. Selling
- Key marketing concepts and value exchange
- The new marketing realities and modern customer expectations
Marketing Research
- Why marketing research is essential
- Problem identification and problem-solving research
- Types of research data (primary, secondary, qualitative, quantitative)
- Putting together a research brief and preparing to commission research
The Marketing Strategy
- Defining the Mission and strategic ambition
- External influences and PESTLE analysis
- SWOT analysis — Strengths, Weaknesses, Opportunities and Threats
- Setting quantifiable marketing objectives
- The marketing strategy and the marketing mix (4Ps: Product, Price, Place, Promotion)
The Marketing Plan
- Why is a structured marketing plan necessary?
- Core contents of an actionable marketing plan
- Implementation roadmap — making the marketing plan work across teams
- Marketing plan evaluation, KPI tracking, and operational control
Marketing in a Connected World
- Major changes in today’s connected marketplace
- The power of the “F” Factor (Friends, Family, Facebook, Fans, Followers)
- Connectivity as the ultimate game-changer of modern marketing
- Transitioning from traditional broadcast to digital and conversational marketing
Competitive review game — An exciting review challenge (PowerPoint Game) to end your training on a high note!
Tell us your team size, dates and objectives and we’ll tailor the delivery to your business.