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This workshop will provide an introduction to all the key concepts and practices of marketing research, marketing planning and implementation.
In this one-day workshop you will be able to:
· Understand and know how to apply the key differences between marketing and selling;
· Understand the role of marketing in reducing the challenge of selling;
· Understand in what ways an SME can use marketing research;
· Start to identify and understand your potential “sweet spot” in the marketplace.
In the first part of the workshop you will be able to explore what marketing research has to offer an SME and how you can design and implement projects yourself to increase the attraction of your products and services and how to identify the most cost effective way of bringing them to market.
In the second part of the workshop we will cover what is involved in designing a marketing mix for both products and services and the decisions with which you will be faced in designing and implementing a marketing plan on the basis of what your research has told you. In particular this will cover:
(i) Using Market segmentation as a competitive tool – going where the competition isn’t
(ii) Mutual attractiveness analysis
(iii) What’s different about B2B marketing
(iv) Product and service design
(v) Channel selection
(vi) The promotional message and positioning
Above all you will take away an understanding of why marketing is about your management decisions – not just advertising.
This is a fully funded programme for established eligible SMEs. For further information and to check eligibility and register please contact:
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