A one-day course.

Topics covered:

• Marketing v. Advertising v. Selling
• Surveys
• How to use marketing
• The Marketing Plan:
  • preplanning requirements
  • market analysis
  • assumptions
  • SWOT
  • objectives
  • strategies and tactics
  • evaluation
  • measurement & control
• Types of marketing strategy (Growth / Competitive)
• 5 basic principles to planning
• Market segmentation
• Competitive comparisons
• Key buying influences
• Market trend analysis
• Sources of Intelligence
• Techniques in estimation
• Market Research
• Marketing database
• Decision factors