For the first time many managers, especially in former public sector organizations or in technology focussed companies, are facing the challenges of having to market their products and services in
the open marketplace. Although not a primary focus, David Skyrme's 20 years of marketing experience, many as a marketing manager, means that we are able to offer this workshop to complement our other
presentations and workshops.
Marketing is the foundation of a good business. It is the anticipation and fulfilment of customers' needs taking account of an organization's core competencies. As customers become more demanding,
their needs change, new technologies emerge and competition increases, many organizations find that they need to build or enhance their own marketing capability. This workshop takes professionals and
managers, with little or no prior marketing knowledge through the basic principles, in a way that equips them to develop their own robust marketing plans.
On completing this workshop you will:
- Have a basic grasp of fundamental marketing principles
- Learn about the relationships between corporate strategic planning and marketing planning
- Understand the specific features of business-to-business and services marketing
- Have a framework for developing a strategic marketing plans
- Gain insights into the fundamental components of the marketing mix
- Have confidence to use some marketing tools and techniques
- Have a skeleton marketing plan for your organization or unit
- Be able to relate marketing principles to your specific area of responsibility
See also the list of wider benefits you can expect from attending this workshop.
Developed from material used in a university's Diploma in Management course this marketing workshop emphasizes the strategic nature of marketing and how to develop a marketing orientation and
commitment within an organization. Marketing is more than just selling and promotion. It is about matching capabilities to customer needs. The practical aspects of marketing are based around the 3Cs
(Customer, Company, Competition) and the 4Ps 'marketing mix' - Product, Price, Place and Promotion. Features designed to provide participants with a fast ramp-up of core marketing knowledge and
- Based on participants' needs - specific variants of this workshop have been delivered to a pensions administration company, an information services unit, as well as in open workshops to
participants from many industries and the public sector.
- Flexible Format - based around core modules, with specific optional modules on marketing services, public sector etc.
- Learning Cycles - theory, practice, review
- Illustrative Case Studies - drawn from relevant industries
- Practical exercises - individual and group
- Flexible Timing - e.g. allowing time for developing individual/group plans, by having a series of half day workshops, rather than a 1-2 day course.
- Workbook and Templates - a comprehensive workbook with copies of all slides, plus blank and sample templates for each phase of the planning and implementation process
- Supplementary Material - a bibliography, marketing links, and a selection from the most relevant marketing books and articles
- What is Marketing?
- The Basics
- The Marketing Commitment
- Marketing Planning - 3Cs and 4 Ps
- Marketing Services and Intangibles - special considerations
- Who Markets and How? (exercise)
- Know Your Customer
- Who are the Customers - current/potential; internal/external?
- Customer Needs - what do they buy and why?
- Market Segmentation
- Customer Segments - commonalities and differences (exercise)
- Situation Analysis
- The External Environment (PESTLE)
- The Inner Environment (3Cs)
- The Changing Nature of Competition
- SWOT Analysis (exercise)
- Developing the Product/Service Portfolio
- Core and Enhanced Products
- Tangibles and Intangibles
- Product and Services Portfolio
- Product Development Process
- Product Opportunity Matrix (exercise)
- Cost vs. Value
- Alternative Pricing Models
- Sources of Value
- Developing a Pricing Strategy (exercise)
- Marketing Life Cycle
- AIDA - Awareness, Interest, Desire, Action
- Marketing Media - PR, posters, open sessions etc.
- Developing a Promotional Plan (exercise)
- Sales and Channel Strategy (Place)
- Who sells and how?
- Direct vs. Indirect
- Selling Intangibles
- Winning Proposals
- Negotiation techniques - creating win-wins
- Client management
- Developing a Sales Plan (exercise)
- Developing and Monitoring a Cohesive Marketing Plan
- The Marketing Audit
- Criteria of a Good Plan
- Market Intelligence and Research
- Marketing Information Systems
- The Marketing Mix
- Resource Planning and Change Management
- Performance Monitoring - market research, data collection, benchmarking
- Developing an Outline Plan (exercise)
This workshop is customized for each client and can be delivered in a variety of formats according to the needs of the client and prior knowledge of the participants. Individual modules can be
delivered as part of a longer-term education or consulting programme. To discuss your specific requirements in further detail please contact our principal consultant David
Skyrme. Email: firstname.lastname@example.org. Tel: +44 1635 25 35
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