Marketing for Non-marketeers


The aim of this course is to help you master the basic concepts and  tools and techniques of marketing

Who should attend?

Anyone who wishes to be more informed of  the principles and practice of marketing


By the end of the course you will be able to:

• Describe what marketing is and the elements of the marketing mix
• Establish competitive advantage by identifying the benefits and unique selling points of your product or service
• Identify why people buy products and services
• Describe the phases in marketing planning
• Increase returns on investment by successfully segmenting, profiling and targeting your customers
• Maximise the effectiveness of your communication marketing strategy

Course Overview:

• What is marketing?
• Marketing in your organisation
• The four Ps: Product, Pricing, Place and Promotion
• The extra Ps in the service marketing mix
• Competitive advantage and unique selling points
• Consumer Behaviour: hierarchy of needs, why people buy
• Marketing Planning: the Marketing Audit, SWOT and planning process
• Segmenting and positioning in the market
• Planning and research
• The pricing process and price strategies
• The communications mix: PR, Advertising, Sales Promotion, Direct Marketing, Sponsorship
• Action planning

Style of the Course:

The course is highly active and participative. During the workshop participants undertake activities, exercises and discussions to help them put what they learn into practice

Course length:

One day workshop 09.00 to 17.00 with an hour for lunch.

We can run this course for you in-company at favourable rates for 4 or more people. Please contact us on 01628 526535 or

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"Over the years The Stairway Consultancy has become a key partner to our business. Their services have proved an invaluable tool in taking individuals forward in their careers and thus developing the organisation. Their approach to working in partnership has certainly helped us to achieve our objectives, and we value the contribution Stairway makes to the business. I always look forward to working with their professional, open and warm consultants, and would highly recommend The Stairway Consultancy to any business that is seeking to grow, inspire and develop their teams."

Learning and Development Business Partner
- Southern Housing Group
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