4 weeks on consecutive Tuesdays – 18/3 to 8/4, 10am to 4pm, Newtown
Overall title: Developing and applying your marketing skills
This course will enable attendees to develop and apply their marketing skills in order to further boost their company’s visibility and success in their marketplace. This is applicable for people in organisations of all sizes and industries. It utilises approaches that are taken by, and associated with, organisations such as the Chartered Institute of Marketing.
Trainer: Dr Julie Jones, FCIM, Chartered Marketer
Julie has worked in business-to-business marketing for over 30 years. She has worked for global blue-chips and local SMEs alike, mainly in manufacturing, IT and finance. She currently lectures in marketing at Aberystwyth Business School, is a part-time marketing director for a small manufacturing company in mid-Wales and a Senior Examiner for the Chartered Institute of Marketing. She is currently researching into, and developing a sustainable value chain for businesses and working with colleagues from the circular economy across Wales in this area.
Week 1 - Understanding and developing your markets and customers.
The first week develops the foundation for the rest of the course and focuses on markets, customers and the business environment. Segmentation, Targeting and Positioning will be covered, along side Customer Relationship Management and Supply chains (including developing sustainability across these). Current marketing issues will be discussed and interactive exercises engaged in.
Week 2 – Developing your offer
This week considers your offer to your target markets, how you differentiate yourself from competition and using the marketing mix to do this. This covers the product, pricing, distribution channels, promotion, the people and processes needed and packaging and branding. Sustainability is also considered throughout. This is interactive and delegates will apply what is learned to their own company.
Week 3 – Communicating to your markets
This follows on from the promotion and branding of last week into more depth regarding websites, social media, business portals and traditional marketing methods. It also touches on customer service, sponsorship and corporate social responsibility (including sustainable practices). As with the first 2 weeks, this is interactive and relevant to the delegates’ own businesses.
Week 4 – Putting it all together
This week gives delegates the opportunity to work in a team, develop a prototype product and bring it to market using what has been covered in the previous sessions. They will present it to a judge and a small prize given to the winning team. This develops delegates’ soft business skills as well as implementing their marketing skills learned over the course and is an important part of the four weeks.
Free to attend
Location: Newtown