Course Outline
This is a highly practical approach to the core elements of the Marketing approach which looks to embrace the wider business disciplines with a view to encouraging the interaction between departments and thereby reduce the ‘silo’ management effect of departments working independently.

Who should attend
Anyone whose job has an interface with Marketing or who desires to understand the role of Marketing in a business

Course Objectives

• Have an overview of the role of marketing
• Be able to understand how my job interfaces with Marketing
• Understand the role of marketing
• See the benefits of adopting a marketing approach
• Understand my customers and their needs

Course Overview

As the Marketing approach is adopted by more organisations from charities to financial services so there is a need for everyone in the organisation to understand exactly what Marketing is and how their particular job function interacts with the Marketing approach. 

Key areas to be covered in the programme and documentation

Company drivers

• Understanding the drivers of your company
• Identifying the best approach to your business
• The key elements of a marketing oriented company

The Marketing approach to business

• The essential ingredients of the marketing approach
• The role of marketing in relation to other departments

Adopting a Marketing led approach to business

• Understanding the key elements of Marketing
• An integrated approach to business planning
• Integrating marketing with the other business disciplines

Understanding the basics of Marketing

• Putting customers at the heart of the business
• The four P’s of Marketing
• Adding three additional P’s for the service industry

Making it work

• Understanding how marketing affects what I do
• Everyone is responsible for Marketing

Working towards a customer focussed business

• Adopting a company wide approach to the business
• Building the company’s future

Course Methodology

The course uses a variety of stimuli including case studies, group and individual exercises, tutor input and class discussion. This mix ensures that each participant can learn at their own pace and in their preferred learning style. Benchmarking with best practices is also used to bring to life the theories and tools.