Marketing Essentials

Learn the theory and put winning marketing plans into practice

Business benefit

Customer loyalty and, in turn, business performance can be substantially improved when sales and marketing are aligned.  This interactive programme will show you the principles of business to business and consumer marketing and the skills of marketing practice.  The course has been designed to help you practically apply marketing concepts and techniques to help meet your sales and marketing goals.

Target audience

The course is ideal for sales professionals who have some responsibility for marketing, use marketing as part of their role, work alongside marketing or contribute to marketing decisions.  It will also benefit managers with a joint sales and marketing role and non-marketing managers and specialists whose roles are changing and require a deeper understanding of marketing (e.g. roles with an increasing customer interface - technical, engineering, customer service, finance etc.).

High spots

·       Practical case study - leave the course with a clear understanding of all the elements that make up the Marketing Mix through a case study which consolidates your learning

·       Key checklists - you’ll take away a set of useful checklists, including a comprehensive “how to” template to produce your own marketing plan, to manage campaigns and brief third parties

Key learning points & outcomes

You will leave this course able to:

·       Apply the Marketing Mix – understand the elements and successfully apply them to a real scenario

·       Conduct actionable marketing research – understand how professional research provides customer insight to help secure competitive advantage

·       Assess the competitive strength of your products and services – using models you’ll understand why different products and services require different levels of management and investment

·       Develop marketing communications that hit the right targets and appeal to them – understand communication objectives and appropriate promotional channels to deliver persuasive messages to your target audience

·       Price your products and services effectively – understand why pricing decisions are critically important and how to make informed decisions

·       Apply your skills – a practical case study helps you combine all the ingredients of a winning marketing plan and you’ll take away a template to develop your own plan


·       An insightful experience giving vital subject education, which I will undoubtedly use throughout my career.”

·       “Useful to apply models to your specific product/job role.”