Marketing is a powerful management tool for growing your business and addressing key issues, whether you work for a corporate, for government or for yourself. In this practical course, you’ll discover the elements of a strong marketing plan, learn about today’s core online and traditional marketing activities, equip yourself with a range of marketing tools and templates, and see how effective communication can really impact your organisation’s bottom line.

Course Content

Introduction to Marketing

• How marketing contributes in a range of industries and organisations
• Trends and changes in Marketing
• Buzzwords, Industry Terminology and Jargon
• Ethics in Marketing

Understanding Brands

• Branding and Brand Positioning
• Differentiation and Unique Selling Points
• What makes strong brands

Consumer Behaviour

• What drives our buying decisions
• Understanding your consumer better

Market Segmentation and Target Markets

• The theory behind market segmentation
• Identifying attractive segments
• How understanding your target market can ensure your campaigns are economical and efficient

Writing a Winning Marketing Plan

• Key components of a strong marketing plan
• Developing clear key issues, strong objectives and practical action plans
• Work in small groups to write your own marketing plan either for a case study or to address a practical issue from your workplace

The Marketing Mix – Your Toolbox

Consider the elements of the marketing mix and the unique advantages and characteristics of each method, including:

• The 4 Ps; 7 Ps
• Online and traditional marketing tools
• Understand the power of effective integration of your marketing mix

Working with Different Budgets

• What to expect from different sized budgets
• How to make big and small marketing budgets work for you

Understanding the Financials

• An overview of Financials for Marketers

Course Delivery

Combined lecture and interactive workshop.

Course Outcomes

By the end of this course, participants will be able to:

1. Understand the theory behind marketing, the latest buzzwords and how marketing activities fit within a range of businesses and organisations
2. Develop strong marketing goals for their business or organisation
3. Write a marketing plan
4. Recognise the key components of the marketing mix, and how to utilise these to meet your marketing or organisational goals
5. Understand the implications of different sized budgets on achieving marketing objectives
6. Feel confident applying a range of marketing tools and templates in their day to day work.

Suitable for

• Those wanting a broad understanding of the key aspects of product and services marketing
• Organisations including corporates, small business, not-for-profit and government
• Those with a non-marketing background who are working in marketing and/or those who have marketing responsibilities.

Before the course

Identify a strategic marketing issue that your business is currently facing, for example:

• Sales in our core range are declining and we don¹t understand why
• Our advertising is less effective than it used to be
• All our competitors are discounting heavily
• We want to grow but we don¹t know where or how

Why is it important (3 – 4 dot points only)