What will we cover?
The course starts with a quick discussion of what we mean by marketing – and, as well as learning that it is not the same thing as promotion, distinguish it from related activities such as sales and branding.
The rest of the course is devoted to explaining how we draft a marketing plan. To do this, we follow the CREATE/VALUE framework for Marketing, which sets out the:
(C)ontext in which your organisation is operating
(R)esults you are seeking to achieve
(E)xecution that this demands, in terms of strategy and tactics
(A)ssignments both internal and external this requires
(T)ests to put in place as you work on the campaign
(E)valuation at the end to learn lessons for the future.
As communication is key to marketing, the framework also identifies the
(V)ision that your organisation has
(A)udience you are trying to reach
(L)anguage that you should use
(U)nderstanding that you seek in your audience
(E)motion that you want them to feel.
What will I learn?
- what marketing is (and is not)
- the difference between marketing, promotion, branding, and sales
- how to draft a compelling marketing campaign
- the best way to communicate with your customers
You can join our trainers, Justin and Francesca, every Wednesday from 1600-1700 for a ‘radio phone-in’. They’ll be happy to answer your questions about business, as well as offer hints and tips from their experience working with hundreds of SMEs.