Benefits

• A greater understanding of marketing principles
• A more focused and workable marketing plan
• Better utilization of marketing resources
• More effective marketing expenditure

Contents

• The Marketing concept
• Strategic vs Tactical
• Marketing research
• Specific applications
• Market segmentation
• Product planning
• The product life cycle
• Product portfolio analysis
• Pricing strategy
• Communications mix
• Sales management and organisation
• Customer service
• Sales forecasting
• Distribution
• Channel decisions
• Marketing Planning

The purpose of this seminar is to understand the role of marketing in the current market economy and gain insight into the application and integration of marketing functions including research and development, pricing, distribution, customer service and the communication mix.

"Understanding the marketing mix forces you to think beyond what you are familiar with"
Divisional Manager, Stratex

Learning Outcomes

Understand marketing and how every department of the organisation contributes to the process.

Understand and contribute to the research process from the simple through to more complex and appreciate its application to all aspects of marketing.

Analyse the product/service range including the approaches of adding, modifying or dropping products.

Use pricing as a strategic marketing tool to achieve specific objectives.

Use the communications mix including advertising and sales promotion.

Understand the importance of strategic sales management and organisation.

Review the various methods of distribution to better structure own distribution channels.

Understand the importance of the Marketing Plan and its basic structure.