Introduction to Marketing

Marketing is essential for any organisation; large or small, public or private; for those selling products or providing information and a service.

An understanding of marketing is a key skill for all communications professionals and anyone in a customer facing role. This practical one-day course will introduce you to the important elements in a straightforward, easy to understand format.

It will guide you through the language and terminology of marketing; introduce you to the basic concepts, practices and purpose, and enable you to formulate a practical marketing strategy and implement marketing plans.

The training is delivered in an interactive style that allows the day to flexibly adapt to the participants needs – going into more detail where needed and moving on when the participants are already versed in an area.

The course is suitable for anyone new to marketing as a well those who are more experienced and would like to refresh their knowledge and gain an update on the latest developments.

And with digital marketing revolutionising the way we communicate, even old hands need a refresher as so much has changed.

Key training areas

How to research your market
Segmentation and understanding your market
Getting your positioning and your value proposition right
A guide to marketing channels
How to develop a strategy and plan
Measuring success
Managing agencies
B2B versus B2C
Ethical marketing

The course is led by marketing consultant and trainer Keith Errington.

Keith has worked with businesses of all sizes including large corporates such as BP, Marks & Spencer, the BBC, NatWest, Unilever and Apple. He has experience of a wide range of industries, corporate cultures, structures and processes – this, coupled with his MBA, provides an ideal basis for offering sound marketing advice and guidelines on effective strategy.

As a trainer, he delivers STI's Social Media, Blog Writing and Email Newsletters courses. He has also created and delivered a wide range of courses for the University of the Arts London covering a variety of topics connected with marketing, the Internet, and design. Keith is an Associate Lecturer at the University, delivering an elective on Internet Marketing for their MA course.

2013 course dates

July to Dec dates to be published shortly.

Course fee: £295 + VAT (£221 + VAT charities & voluntary organisations)

Includes delegate documentation, refreshments and lunch.

Courses start at 0930 (registration and refreshments from 0900) and finish at approximately 1700.

To book a place on this course, please phone 01952 201338 or use the online registration form

Recent delegate comments

"Really informative - good basic overview.

"Relevant! Well organised, with a tutor with very good knowledge and experience.

"It's a good overall explanation of marketing, what's involved and different marketing techniques. Informative and easy to understand.

"Good overview and refresher.

"Really beneficial as an introduction to marketing. I feel encouraged to further my knowledge.

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