Successful Marketing

Course overview

Why choose ‘Successful Marketing’ distance learning course?

Marketing’s no mystery and a lot of nonsense has been talked about it by people who think they know all about it.

If, on the other hand, you want to build yourself a solid foundation of knowledge, principles and technique, Falconbury’s new six-week course is deal for you.

You’ll learn all about the basic principles of marketing from experts with over 25 years’ experience of consulting and successful marketing in practice. This will enable you to put the building blocks in place one by one: understanding customers’ needs and differentiating between markets, supply and demand, different pricing techniques and routes to market.

And once you’ve got that in place, marketing planning and budgeting will all make much more sense. You’ll be ready and fit to make a real input.

Who should enrol

• Marketing assistants
• Executives in other areas who want to understand the essentials
• PA’s to the marketing director
• Aspiring marketeers everywhere

This distance learning course will:

• Detail the fundamentals of marketing, including strategic focus, product life cycle, the law of supply and demand and understanding customers needs
• Explain how to create, budget, action, and control and measure an effective marketing plan
• Provide all you need to know to plan and executive a direct mail promotion from building your lists to choosing your mailing house
• Boost your copyrighting and sales letters with some great tips and techniques from the experts

Course modules

MODULE 1: THE CORE MARKETING CONCEPTS AND RULES

Effectiveness is more important than efficiency

• Creating a strategic focus
• Introduction to the product life cycle
• Strategic focus and the product life cycle
• The effectiveness/efficiency grid

The law of supply and demand

• The basic link in the chain
• The core principles of supply and demand
• The marketing concept introduced

How marketing works

• Grouping your customers
• Understanding your customer’s needs
• The competitive differential advantage
• How to develop competitive advantage

MODULE 2: SEGMENTATION, PRODUCT POSITIONING AND PRICING

Segmentation and positioning strategy

• The role of segmentation
• Positioning strategies
• Segmentation strategy approaches

The product

• What ‘products’ are
• The total product concept

Marketing pricing

• Internal accounting based pricing
• The product life cycle and price
• ‘Value based’ pricing
• Useful marketing pricing strategies

MODULE 3: THE ROUTE TO MARKET – DISTRIBUTION, MARKETING PROMOTION AND COMMUNICATION

The route to market

• The environmental and structural dimensions
• Functions of the ‘route to market’
• The use of intermediaries: advantages and disadvantages
• Managing the distribution channel
• Power in the chain – its nature, how it is gained and how and when it is exercised

Marketing promotion and communications

• Understanding marketing communications
• Public relations and editorial publicity (PR & EP)
• The role of advertising and promotion
• The campaign design process
• The campaign – the target group, mode and class, media choices, message and creative strategy
• Creative execution and testing

MODULE 4: THE MARKETING PLAN

The Marketing plan

• The plan as a working document
• The plan’s main headings
• The marketing audit
• The marketing programme
• The control mechanisms
• Building the budget

The marketing audit

• The shock of change – PEST analysis
• Technological innovation
• The structure of society – demographics and the changing attitudes of society
• The format for recording the macro analysis
• Identifying the competition
• Analysing the sales and marketing competency

Marketing assets and liabilities

• Customer, distribution and internal based

MODULE 5: MARKET AND MARKETING RESEARCH

• The difference between market research and marketing research
• Secondary data via desk research
• Primary information via field research
• Qualitative and quantitative research
• Market and customer information systems
• The MIS/CIS tools
• Market/ing research (critical issues)
• The research budget, brief and proposal

MODULE 6: WHAT IS CUSTOMER RELATIONSHIP MANAGEMENT?

Customer relationship marketing demystified

• The four steps to relationship management
• The business case

Why do customers defect?

• Complacency, not competition kills customers
• The service economy

Customer focused selling and marketing skills

• The three principles of customer focused selling
• The customers buying steps
• Customer focused prospecting

The objection handling process

• Exploring needs
• Understanding the buying criteria and the customers buying process

The ten keys of outstanding customer service

MODULE 7: OUT OF THE BOX MARKETING

Joint venture marketing

• Joint ventures and strategic alliances in marketing
• What can they offer us and what can we offer them

Winning with e-commerce

• How to get visitors to stay and return again
• How your web site should function for the customer

Choosing appropriate advertising media

• How to research your media
• What are your selection criteria
• The advantages and disadvantages of different types of media
• How to evaluate each

Direct mail promotions

• Planning a direct mail campaign
• Building up your mailing list
• Creating and assessing your mailing materials
• How to evaluate the success of the campaign

Choosing and using a mailing house

• How to create a mailing house brief
• Selecting a mailing house
• Mailing house services

Writing winning sales letters

• The different types of sales letters
• Contents and presentation

Using point of sale materials

• Why provide PoS materials?
• Developing PoS material

MODULE 8: GURU’S ON MARKETING

Peter Drucker

• Where does Peter Drucker come in?
• The customer as decision-maker

Theodore Levitt

• Marketing myopia
• Production life cycle
• Differentiation
• The globalisation of markets

Michael Porter

• Porter’s five forces and marketing
• Porter’s value chain and marketing
• Porter’s generic strategies
• Differentiation and segmentation

Phillip Kotler

• Kotler on marketing management
• Analysing the market environment
• Developing, testing and launching new products and services
• Kotler’s perspective on strategic marketing

Tom Peters

• Close to the customer
• Service and quality obsession
• Nichemanship
• Listening to the customers
• Peters’ on marketing and marketing issues

Course contributors

Ian Ruskin-Brown is a highly experienced marketing consultant and trainer. For 14 years he was Course Director for the Chartered Institute of Marketing on their courses for marketing in the service sector. He designed, wrote and piloted the incompany training courses on marketing and selling consultancy services for the IBM Marketing University, ICL Training and Kodak Health Imaging. He currently runs the ‘Marketing your Services’ course for Management Centre Europe, part of the American Marketing Association and consults to companies all over the world.

David Abingdon is CEO of The Quantum Organization, a worldwide consulting group, which advises smaller companies on how to grow their businesses in record time. His strategies and advice have helped scores of companies to grow profitably as well as enabling him to build several highly profitable businesses of his own.

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Delegates who attended this course also went on the following courses:

Client portfolio

Our client portfolio for this course includes the following companies:

BUPA	Lincat Ltd	Parker Hannifin Plc
CIH Ltd	Martek Marine Ltd	The Edrington Group
HSBC Actuaries & Consultants Ltd	Oki Printing Solutions	Weidmuller Ltd

More information

The following documents are available for this course:

• Sample module [157kb]

Academy of Distance Learning in Business

ADLiB

The Academy for Distance Learning in Business (ADLiB1) has developed out of Falconbury’s pioneering work on short-course management and professional development.

As with the face-to-face training we do in our public and in-house programmes, our focus is on the practical and application-rich skills and techniques, which will enable individuals to develop their full potential as managers and professionals.

Our approach to distance learning is to use the self-study method at its best to make sure that you can flexibly acquire the knowledge and understanding of each chosen area in a way that suits you and your current work commitments.

ADLiB was set up to give a consistent approach across different subject areas, so that its users would know that our rigorous standards of excellence would be met in each course.

Every programme and each of the component modules is a combination of the training and learning expertise of Falconbury and input from its wide range of practically skilled writers and trainers. Where a course bears the ADLiB logo, you can be sure that our (and your) exacting standards will be met.

To learn more about how ADLiB and the courses can help you and/or your business call +44 (0)20 7729 6677

¹ ADLiB is the Academy for Distance Learning in Business and offers ‘best in class’, flexible self-study in key business, management and leadership via distance learning modules delivered directly to you, to work through at your convenience.

Ad lib is from the Latin ad libitum meaning ‘at one’s pleasure’ – we aim to make management and professional development enjoyable as well as worthwhile.

Ad lib could also be a loose latin short-form of ‘to the library’ – but in our case, we save you that trouble by using the best material available to us on each topic and assembled to give you maximum benefit.