Marketing Fundamentals

Marketing Fundamentals is an intensive two-day workshop that will give you real insight into key marketing principles. It also puts marketing into a broader business context, helping attendees become better marketers in the process.

You’ll learn how to formulate ideas into winning strategies and get maximum value from your marketing spend. Best of all, you’ll come away ready and able to put what you have learnt into practice straight away.

Marketing Fundamentals is designed for people who:

- are new to marketing or wanting to refresh their marketing knowledge
- work closely with the marketing team; for example in sales, fundraising, or customer service roles
- own or manage a small business and are looking to enhance their ability to market their products or services effectively
- are planning to take the Certificate of Direct Marketing and who want an understanding of basic marketing before they begin.

Course content:

- The marketing concept and challenge
Pseudo versus Real marketing. How the two differ.

- The marketing plan
Why plan? Overview on planning. The marketing plan flow chart.

- Buyer behaviour
The decision making process. Key points about buyer behaviour.

- Market research
Pros and cons of various tools. What research can do. What it often can't do.

- Market segmentation
What is segmentation? Methods of segmentation.

- The product
The customer's perspective. Branding and packaging. Sources of new product ideas.

- The service
The customer's perspective. How to create the "wow" factor.

- Marketing communications
Why 50% of spending is wasted. How to avoid that wastage.

Event listed by Marketing Association

View their other events or contact promoter