| EFFECTIVE MARKETING |
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| Course Aim |
| This well-established and practical course is designed to assist participants to develop a clear understanding of the role of marketing across the organisation as a concept to ensure customer focus, as a core business strategy to optimise performance and as a range of practical and effective techniques. |
| The programme is designed for all managers and executives who are not specialists in marketing and associated activities. |
| Course Objectives |
| To improve business performance through a specially designed programme so that by the end of the course delegates will be able to: |
| • Utilise Customer Focus in relation to internal and external customers |
| • Describe and apply the components of marketing |
| • Obtain and benefit from market information |
| • Understand market opportunities and how to plan/manage implementation - at a profit |
| • Adopt a proactive approach to integrating customer service into the marketing value chain |
| Content |
| Course content includes: |
| Strategic Marketing |
| • Customer Focus and Business Success |
| • Product Life Cycle |
| • Choosing a Marketing Strategy |
| Marketing Principles |
| • Market Research |
| • Sources of information |
| • The Marketing Mix & Product Planning |
| Markets & Customers |
| • Market Segmentation |
| • Consumer Behaviour & Customer Contact |
| Customer Service |
| • Value and Satisfaction |
| • Measuring Satisfaction |
| • The Value Chain |
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| How the course works |
| Delegates are given a full understanding of how Marketing can be used to drive business performance and how it is "too important to be left in the marketing department". |
| Over the period of the course, delegates work through the different levels of applying marketing to their job roles and to the business to develop practical understanding and skills that can be used to deliver tangible benefits for themselves and their organisations. |
