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    Overview

    Every organisation understands the importance of marketing and its contribution to achieving growth and profitability. Through marketing, organisations can build awareness, generate interest, and foster customer loyalty. This course introduces the key marketing concepts, tools and models to ensure that your marketing investment can establish a strong market presence, build relationships with customers, and achieve success in a competitive landscape. The course is supported with best practice examples demonstrating how to improve marketing effectiveness from across B2C, B2B, NFP and the public sector.

    Who should attend?

    No prior knowledge of marketing is required. Suitable for those working in B2C, B2B, NFP and the public sector.

    Learning outcomes

    • The core principles of marketing: concepts, models and techniques 
    • How marketing builds customer relationships and value 
    • Review marketing planning frameworks, including SOSTAC® 
    • How to use market research in different marketing contexts 
    • The importance of brand positioning and proposition development 
    • Profiling, segmentation and targeting strategies  
    • How to manage customer experience and the customer journey  
    • Product, pricing, channel management and customer service 
    • How to ensure your marketing is ethical and legally compliant 
    • How to measure the effectiveness of marketing campaigns

    Testimonials

    “Would recommend to anyone, Richard was really engaging and knowledgeable.”

    Carly Hendren Account Director Elf Marketing

    "A great course and tutor, all content was explained well and questions answered thoroughly."

    Sam Briggs Postgraduate Recruitment Officer University of Lincoln

    "The trainer was very knowledgeable and provided real life case studies, putting all principles into practice."

    Hannah Carlton Development and Alumni Officer University of Lincoln

    "Very good, very informative and relevant."

    Charlotte Forrester Education Administrator The Christie School of Oncology

    Course Dates

    Start Date Duration Location
    12 Dec 2025 1d London
     
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    For help choosing the right course, call our expert team
    +44(0)1628 427360​

    Course Director

    Richard Mayer

    Richard has been actively involved in marketing training and education for over 20 years working for a range of clients across multiple sectors both in the UK and internationally including HSBC, Heinz, Microsoft, Jaguar Land Rover, Ford and Sony. Richard is passionate on the central role and contribution that marketing can play in delivering business performance. His main interest lies in improving professional marketing standards for individuals, marketing teams and organisations with a specific focus on marketing strategy, marketing planning and execution, brand management and marketing communication.

    Speak to a Learning Advisor

    If you have a question about our courses or want to take advantage of our training offers, complete the form below, or call 01628 427360.

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