An Introduction to Marketing

An Introduction to Marketing - Course Outline

This introduction to marketing course is designed to enable the new marketeer to develop a thorough understanding of the many areas encountered in the busy marketing environment. All major aspects of marketing are covered and delegates will be able to apply the theories and practice of marketing on their return to work. Although based on PowerPoint presentations the course is highly interactive and includes discussions, exercises and practice in using planning tools.

Comprehensive course materials are provided which will prove a useful reference tool for continued development at work

Course Objectives

Understand the function and role of all major internal departments encountered.
Prepare clear objectives for dealing with major marketing events.
Understanding the manufacturing and finance decisions that affect the marketing mix.
Effective communication with internal and external customers.
Understanding the marketing mix and dealing with agencies.
What affects product-marketing strategy?
Sales force relations and utilisation
How to prepare an effective marketing plan.

Course Designed For

Newly appointed product managers, field force or other staff planning a move into marketing and HR personnel who need to understand the product management role and function.

Course Content

What is Marketing?

Who are your customers?
Successful and unsuccessful marketing

How does Marketing Relate to other Company Departments?

What other departments do
Influencing other departmental decisions
When to communicate with other departments
How to communicate with other departments
Meetings and how to participate effectively

Getting the Product from R&D to the Customer.

Understanding the R&D process
The manufacturing process
Regulatory affairs affecting your environment
Financial matters: - pricing, budgeting and managing the budget

The Marketing Mix

Market research, the types availableand when to use Marketing Data
Advertising, its many forms and their effectiveness
How to plan an advertising campaign
What works and doesn't work
Public Relations, what it can do for your product
Opinion leader development
Communications, what it means and when they are used
Dealing with external agencies, reviewing performance, appointing new agencies
Managing the agency budget
E-commerce and the WWW
Trade and distribution relations

The Marketing Plan

Preparing an effective plan
How to prepare a budget that is likely to be approved
The marketing plan vs. the sales plan
The strategic plan
The company plans
Working with the plan after you have written it
So how is your product doing then?

The Sales Force

The golden window
Sales force materials
Presenting to the sales team
Working with sales management
Introducing the new
Field feedback and how to encourage it

Personal Development

What do I know now?
What do I need to develop?
Next week?
Next month?
Next Year?
What comes after marketing?