INTRODUCTION TO MARKETING STRATEGY & PLANNING
A 2-day Introduction to the Principles of Marketing

Aim of the course

The course takes delegates through the steps of marketing planning and provides practical insights into the key roles within a marketing department. It is a lively mix of theory and practice.

Course Content

• Definition and role of marketing
• Analysis of the marketing environment
• Market research - uses and techniques
• Using the marketing mix in planning:
• Product - management, development and lifecycles
• Price - objectives and strategies
• Place - the changing nature of distribution
• Promotion - process and execution of communication
• Managing the corporate brand
• Segmentation, targeting and positioning

Presenter: Robert Berry

Robert has held senior marketing and market research positions in a number of major companies such as A C Nielsen, John Harvey and Sons, Bacardi Martini and Norwich Union. At Bacardi Martini he was the Marketing Controller with responsibility for the marketing of a number of major brands, market research and new product development.

As a marketing consultant he works across a wide range of organisations in both the private and public sectors conducting research, developing marketing strategy, repositioning companies and brands and implementing marketing plans. He is also Research and Strategy Director of an advertising agency.