This programme provides you with a comprehensive understanding of the basic concepts and practices of modern marketing. In two intensive days you will understand and apply the basic techniques of marketing, including branding, positioning, promotion, segmenting and targeting customers. The programme deals with consumer as well as business-to-business issues.

Participants in ‘Essentials of Marketing’ will:

• Understand the decision making process and the role of marketing throughout the organisation
• Understand their customers and competitors better
• Understand the impact of the external environment on an organisation
• Understand how to recognise and maintain stakeholder relationships
• Write a marketing plan for their business/organisation.

Day 1

Morning:
Principles of Marketing & Market Orientation
Creating Value
Segmentation & Targeting

Afternoon:
Positioning
Strategic Brand Management

Evening:
Writing the Marketing Plan

Day 2

Morning:
Pricing Tools & Strategies
Customer Relationship Management

Afternoon:
Promotion: Advertising & eMarketing