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.

Why and Who

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.

Benefits

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.

Features

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 skills include:

• 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

Contents

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

Differentiation

Product and Services Portfolio

Product Development Process

Product Opportunity Matrix (exercise)

Pricing

Considerations

Cost vs. Value

Alternative Pricing Models

Sources of Value

Developing a Pricing Strategy (exercise)

Promotion

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)

Further Information

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: david@skyrme.com. Tel: +44 1635 25 35 45.

Related Workshops and Services:

• Marketing on the Internet

Read what clients have said about our workshops.

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