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This course is CPD Certified with each day equivalent to 6.5 hours of CPD

Marketing Essentials

Duration : 2 days 

Marketing Essentials that Positions Your Business to Satisfy Customer Needs at a Profit




Marketing and sales professionals, business development managers at all levels, entrepreneurs, business owners that want to learn and improve their marketing competency so that they can get the very best return from their marketing effort in pursuit of their targets and the organisation’s goals.  



Marketing is satisfying customer needs at a profit. Therefore, the essentials of marketing demand a customer focused approach that determines exactly: what business you are in; what you are best at; who are your customers and prospects; what they want that you have; how much they want of it; how much they are prepared to pay for it and the alternatives available to them if they decide not to buy from you. Marketing is an educated profession that requires the disciplined research and interpretation of your organisation, the market, and the competency to construct a sales approach and the tools required to repeatedly win in your chosen market. Mastery of marketing is a vital for effective selling and contribution that drives business growth. 


Marketing Essentials is a proven and very practical approach to modern marketing practice that covers the fundamentals of marketing from establishing marketing strategy to implementation and control. The program takes a holistic view of marketing that introduces the delegate to the fundamental knowledge, skills and attitude required to behave effectively and confidently as a marketing professional for great result.  


The program is well researched, knowledge-based and designed with the individual learner at the centre of the learning process which means that the course is extremely interactive and practical. 




By the end of this course delegates will be able to: 

  • Determine marketing, sales and the modern marketing mix  
  • Determine the strategic marketing process and how to establish a winning brand  
  • Determine how to apply the 7P’s of modern marketing to establish a sales approach and priorities  
  • Develop key marketing skills, tools and techniques to establish a marketing strategy that excite your organisation, customers and prospects to buy from you 
  • Practice new knowledge and skills learnt before returning to work. 
  • Produce drive to self-develop in marketing  
  • Produce positive impact on the overall performance of each delegate and the organization  





Understanding the relevance and importance of marketing 

  • Agree definitions: marketing, sales, strategy, tactics 
  • Benefits of Effective Marketing 


Marketing Competency 

  • Knowing your strengths and weaknesses 
  • Exercise – Characteristics of Great Sales Negotiators, Self-assessment. 
  • Overcoming Your Limitations 


Marketing and Business Strategy 

  • Generic Strategy and Marketing (Porter’s)  
  • Value Creation 
  • Product life cycle (Boston Matrix) 
  • The Power of the Brand 
  • Marketing Mix – 7 P’s 


Marketing Process 

  • Situation Analysis 
  • Industry (Porter’s 5 Forces)  
  • Consumer Analysis 
  • Consumer’s Buying Decision Process  
  • Cultural and Buying Behaviour  
  • The Decision Making Unit  
  • Internal (SWOT) – Performance Environment  
  • Setting Marketing Strategy  
  • Ansoff Matrix 


Marketing Mix Decisions 

  • Marketing Planning Team 
  • Product, Price, Place, Promotion, Physical Evidence, Process and People 


Evaluating Options and Priorities  

  • Problem solving and evaluation tools and techniques 




Marketing Goals and Objectives  

  • Setting SMARTER goals  
  • The effect of goals on individuals and teams  


Marketing in Action  

  • Developing Action Plans 
  • Critical Success Factors and Key Performance Indicators 


Marketing and Sales  

  • Integrating marketing into sales 
  • Marketing aides and selling marketing results 
  • The power of building a brand 
  • Brand building and managing your brand 
  • Influence – Science of Persuasion 
  • Exercise – Your brand DNA 


Modern Marketing  

  • Radical marketing  
  • Corporate Social Responsibility  
  • E-marketing (Promotion) 
  • Virtual marketing 
  • Social Media (Place) 
  • Platforms and your message 


Implementation and Control 

  • Measuring Success 
  • Resources 
  • Marketing budget 
  • Marketing Control  
  • Establish Standards, Measure, Review and Correct 


Key Learning Review 

  • Group discussion and professional feedback to consolidate key learning. Delegates will leave the day with a list of development activities to improve their marketing competency back at work. 



Each delegate will be asked to complete a pre-course questionnaire to determine their individual learning objectives. These will be used by the trainer to give on track training that is focused on the individual learner attending. 


The most appropriate training format, content and approach for this course will be discussed with you prior to the start of your course.  



The individual leaves this program with a Personal Action Plan to encourage immediate transfer of training to the job.  


The Whole Thing can help properly position and align all learning and development with business priorities to ensure that effective evaluation is possible. We encourage all our clients to agree measures prior to any intervention so that return on investment (ROI) and process gets attention. 


Please contact The Whole Thing to explore the many ways that we can help you.  

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