open - (Page 72) Marketing Introduction to Marketing This course focuses on the nuts and bolts of marketing from understanding the structure of the marketing process to an appreciation of the tools and techniques for analysis, planning and implementation. 9 models and benefits of customer segmentation 9 impact of new media 9 the Product or Service Life Cycle and its implications Marketing objectives and strategies 9 setting meaningful marketing objectives 9 developing a marketing plan, marketing strategies best practice Tactics and implementation 9 developing the marketing mix, focus on pricing 9 branding, review models, marketing information systems Evaluation 9 key performance indicators in marketing 9 evaluating marketing performance through sales figures and other data Who can benefit? Staff with technical, sales, financial, creative or support background who now need to work in or with the marketing function. New marketing recruits with little formal training in marketing. Objectives By the end of the programme participants will be able to: 9 recognise the role and scope of marketing 9 apply analytical tools within their own organisation 9 make a positive contribution to marketing strategy in meeting the organisation’s objectives 9 utilise common marketing terminology and theory 9 assess and implement the most practical communication tools via a structured methodical approach Manchester Apr 22-23 London Nov 12-13 PROGRAMME Role and scope of marketing 9 3 missions of corporate marketing 9 strategic and operational marketing 9 marketing and branding Identifying opportunities 9 7 models to audit your current situation Ref: MK4 2 days £398 + VAT Blend your learning experience with the following short e-courses Short e-course title Marketing Creating Effective Direct Mail How to Promote your Website How to Stand Out at your Next Exhibition Code Fee AC83 £39.99 AC81 AC82 £19.99 £19.99 AC130 £14.99 Constructing a Marketing Plan Many businesses do not have a formal marketing plan that relates to the organisation’s business objectives. Considering how important it is to know where you are going and how you will get there, the marketing plan plays an important role of road map and compass when planning and allocating valuable resources. What the finished marketing plan should include and how to produce it 9 expressing a clear marketing vision 9 assumptions, approach to objective building 9 financial and marketing targets 9 marketing strategy and related tactics 9 planning and support mechanism 9 review process The stages of marketing plan preparation 9 the 5 key audits 9 sources of information: internal and external help 9 analysis: making sense of data 9 structuring a plan, setting key milestones and expected results 9 formulating and stress testing 9 encapsulating Business Units marketing plan into group strategic plans 9 budgeting for activities Best practices Who can benefit? You currently work in a marketing role within a business-to-business or consumer organisation. Ideally you have already started writing your marketing plan. You are willing to challenge or build up your current working practice relating to writing a marketing plan. Objectives This one day programme provides a formalised approach to preparing and writing a marketing plan. By the end of the day you will be able to define: 9 9 9 9 9 your audience the purpose of the plan the preparation required to produce a meaningful plan the final plan structure its implementation Manchester Feb 25 London Jul 30 PROGRAMME Your audience - finding the right emphasis 9 who are your customers? what are they expecting? 9 how will they accept and assess your plan? 9 driving change with a marketing plan 9 persuading and influencing to ensure retainment of key messages Ref: MK2 1 day £199 + VAT Blend your learning experience with the following short e-courses Short e-course title Marketing Code AC83 Fee £39.99 72 bookings & enquiries: 0161 445 2426 training.solutions@cegos.co.uk © Cegos UK 2008 www.cegos.co.uk www.cegos.co.uk
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