This three day marketing management training course has been designed for those with no previous marketing experience. This management training course underpins marketing theory but at the same time provides parallel learning within the context of your organisation and its products or services. If this is absent the participants will question its validity, therefore we will work with you to gain an appreciation of your business, review your specific requirement and plan the most appropriate approach to the delivery of a tailored event.

This management training programme is a natural extension of a strategic review and works well as part of a business trilogy with personnel and financial management courses.

The trilogy's effectiveness can be enhanced by including modules covering a computerised business simulation and action centred learning.

Programme Introduction

This marketing management training course starts by constructing a business scenario from the following questions:

• What business are we in?
• What business do we think we are in?
• What business should we be in?

These questions, when answered, will lead to a STEEP analysis (Social pressures, Technological impacts, Environment pressures, Economic pressures, Political impacts) which attempts to assess the likely pressures on a business, leading to conclusions which will support a plan for action. When STEEP have been assessed, the balance between long and short term planning will be discussed.

A marketing overview will be given which will comprise of an understanding of the difference between classical marketing (a well founded market, demonstrable Demand and Supply) compared with the marketing of new technology goods where demand does not currently exist and where markets must be created.

With this foundation in place the course will review the four P's: Product, Place, Promotion, Pricing and "S" for Service, before producing detailed studies covering the product life cycle, Boston Matrix, AIDA, FAB, needs and expectations, and price V value perception, etc. For the more adventurous brainstorming, paradigms, new product/market studies could also be done.

However, marketing planning and dynamics theory must eventually be put into practice and this calls for planning, control and dynamics measurement. Therefore participants will turn their attention to competitor analysis, how they can manage implementation planning. To assist this process participants will be introduced to the SMART formula (Specific, Measurable, Achievable, Responsible, and Time based).

However, markets are often vigorous and sometimes turbulent and it cannot be assumed that they will behave as predicted. Therefore the variables which may interfere with marketing plan assumptions will be discussed and the counter measures that can be taken, reviewed.

The course will consider Market Research V's Research & Development, the dynamics of market share, growth and the effects on profits of market share pursuit, the effects of aggressive competitor action and the implications of financial policy, sales and marketing budgets and integration within a corporate business plan.

NB: As some studies require detailed analysis of the organisation, its products and markets, it may be best to complete them as assignments with presentations to sponsors in a final module.

NB: For the adventurous, syndicate teams could produce a marketing video.