Marketing Essentials

Duration: 2 Days

Delivery Methods

  • Self-discovery and critique

  • Group exploration and facilitator led discussions

  • Practical exercises

  • Best practice theory exploration.


This two-day training program aims to help you transition from thinking like a consumer to thinking more like a marketer. It takes a step by step approach to clearly outline the whole marketing process from market research to putting together a marketing strategy and a marketing plan. Fundamental marketing concepts will be clearly explained through discussions, examples and activities. In this program, we will also explore the dramatic changes in marketing due to the new advancements in technology, social media and the internet.

Course objectives

By the end of this training course participants will be able to:

  • Understand what marketing is and differentiate between sales and marketing 

  • Describe key marketing concepts and terminology

  • Prepare to commission research and put together a research brief

  • Demonstrate knowledge and practice steps needed to create a complete marketing strategy

  • List the components of a marketing plan

  • Recognise today’s changes in marketing in response to the rise of technology, connectivity, social media and the internet

Target audience

Marketing professionals.

Course Outline

Module 1: Marketing Primer
What is marketing?
Marketing Vs Selling
Key marketing concepts
The new marketing realities

Module 2: Marketing Research
Why marketing research is important?
Problem identification and problem solving research
Types of research data
Putting together a research brief and preparing to commission research

Module 3: The Marketing Strategy
Defining the Mission
External influences / PESTLE analysis
SWOT analysis – Strengths, Weaknesses, Opportunities and Threats 
Setting marketing objectives
The marketing strategy and marketing mix (4P’s)

Module 4: The Marketing Plan
Why is a marketing plan necessary?
Contents of a marketing plan
Implementation – making the marketing plan work
Marketing plan evaluation and control

Module 5: Marketing in a connected world
Major changes in today’s connected marketplace
The power of the “F” Factor (Friends, Family, Facebook, Fans, Followers)
Connectivity as the game-changer of marketing
From traditional to digital marketing

                                                                     Accredited by pure potential and quantum possibilities

Contact us for a quote


 All courses can be tailored to your company's needs

Contact Raymond Young PhD

tel: (+44) 7850 580842