Course information

Marketing is a powerful business tool used to help you better understand your consumer and sales landscape. It includes every element of how you communicate your business, product or service, whether you work for a corporation, government or for yourself, in a B2B or B2C context.

In this marketing training course, you’ll learn the importance of clearly defining your marketing objectives to reach your consumer. You will learn about brands and brand positioning as part of your marketing mix within today’s core online and traditional marketing landscape. This interactive workshop-style course will equip you with a range of marketing tools and templates to help you think like a marketer, and demonstrate how clearly defined objectives and effective communication can really influence your organisation’s bottom line.

By the end of this course, you should be able to:

• discuss the theory behind marketing and the latest buzzwords
• identify how marketing activities fit within businesses and organisations of all sizes and sectors
• identify clear marketing objectives and their importance for your brand, business or organisation
• recognise the key components of the marketing mix and how these can be utilised to meet marketing or organisational goals
• feel confident applying a range of marketing tools and templates in your day-to-day work.

Introduction to marketing

• What is marketing
• Marketing in different sectors
• Brands and branding
• Trends and changes in marketing
• What drives our buying decisions
• Understanding your consumer better
• Buzzwords, industry terminology and jargon

Understanding brands

• What is a brand and why have one
• Branding and brand positioning
• Differentiation and unique selling points (USPs)
• What makes strong brands

Market segmentation and target markets

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

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 (service marketing)
• online and traditional marketing tools within the changing landscape
• understand the power of effective integration of your marketing mix
• the Marketing funnel – getting to know your consumers.

• Junior marketers within organisations from SMEs to corporations, small business, not-for-profit and government.
• Anyone wanting a broad understanding of the key aspects of product and service marketing.
• Anyone with a non-marketing background who is working in marketing, and/or those with new marketing responsibilities.
• External stakeholders who work with marketers and seek an overall understanding of the discipline.

• Face-to-face, presenter-taught workshop/lecture
• Online workshop/lecture via the platform Zoom

Delivered as a combined lecture and interactive workshop. You'll be encouraged to share your ideas and background to broaden class discussions.

A course workbook is distributed electronically using Dropbox.

Before the course

Bring along an example of marketing that you have seen. It might be something you really like, or something you don’t like. Examples might be a billboard, print or TV ad, a shop you frequent which uses marketing well, or a new product launch.