Chartered Institute of Marketing (CIM) - Essentials of effective marketing for SME's

Course:Chartered Institute of Marketing (CIM) - Essentials of effective marketing for SME's
Type:Open Course
Program:Sales & Marketing
Venue:Nottingham Office
Date:16th March 2010
Time:9.30am - 4.30pm
Available To:Members and Non Members
Members Price:£445.00 + VAT
Non Members Price:£445.00 + VAT

Course Description

The purpose of this course


This workshop will introduce you to the key principles of marketing and demonstrate how these can be applied to improve marketing effectiveness and your organisation's performance. Businesses of all sizes are recognising the growing importance of customer focus and the role marketing can play in enhancing their business today.

Who this course is for

If you are new to the marketing function or simply keen to further your understanding of this critical business orientation then this is for you.
Directors and managers of smaller firms will gain an insight into the value of marketing for their situation. 
You may be wanting to understand your relationship with the marketing department and help them to contribute more to the overall business strategy, then this is also the workshop for you. 
 


Key issues

All organisations are increasingly recognising the importance of marketing's role and contribution in achieving sustainable growth and profitability. Marketing is critical in delivering high quality and differentiated products and services that deliver value through the relevant channels to end users.

As customers demand greater flexibility in all sectors then this brings with it an increased requirement for marketing skills and knowledge that combine marketing strategy and tactics to successfully manage and deliver best marketing practice.

Benefits for you as an individual

Understand what marketing is and how it improves your organisation's profitability and competitiveness. Participate with increased confidence and understanding in your workplace, by understanding more clearly the role and importance of marketing to your business.

You will learn how to

  • Apply the basic concepts and principles of marketing to become more customer and market-led
  • Understand the language of customer focus and what it takes to succeed
  • Segment your market
  • Understand and develop an analysis of the marketing environment
  • Source and use market research
  • Understand the marketing mix; distribution channels, price structures, advertising, sales promotion and the relationship between sales and marketing
  • Discriminate between good and bad marketing practice
  • Contribute more effectively to better marketing activities

Course content

  • Introduction to a marketing led approach to business
  • Know your market, know your customer
  • The marketing environment (PESTEL)
  • What the marketing process means for SMEs
  • Marketing segmentation, targeting and positioning
  • Product and service marketing management.
  • Development and differentiation of the product and service offer
  • The marketing mix (price, promotion and place)

 


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