Marketing Fundamentals
Issued by
The Chartered Institute of Marketing
Attendees of Marketing Fundamentals will develop a comprehensive overview of the marketing planning process, from situation analysis, objective setting, communications planning through to budgeting and evaluation
Additional DetailsSkills
- Communications Plan: How to create a customer communications plan setting SMART objectives using the 7Cs of communications and determining the campaign budget
- Customer Behaviour: Buyer behaviour and the differences between consumer (B2C) and organisational (B2B) decision-making units
- Customer Communications: Understanding the strengths and weaknesses of key marketing channels including digital marketing brand advertising direct marketing and PR
- How Customers Buy: How customers make purchasing decisions and how relationships with customers are developed
- Marketing Communications: How to plan an effective marketing communications campaign set clear objectives develop messaging and target the right audience
- Marketing Mix: How to deliver the right product at the right price to right audience in the right place (4Ps and 7Ps)
- Market Research: How market research insights inform the planning process and optimise targeting and communications decisions
- Metrics & Evaluation: How to measure and evaluate the effectiveness of a communications plan and identifying KPIs for the different communications channels
- Products & Services: How marketing planning varies according to the type of product or service you are selling
- The Marketing Environment: Modelling the external and internal factors that that influence marketing operations (PESTEL and SWOT)
- The Role of Marketing: How marketing is defined and how it contributes to the overall business goals of an organisation
- Types of Customer: Understanding different types of customers and consumers and the purpose and methods of segmenting customers